Spotlight: Nation Branding

By Henry Werner

It is common praxis to regard the reputation of a company or a brand as being a decisive factor within the brand management process. Often however, the reaction is different when a government or an interest group tries to manage the image of a country in a similar way. Quickly, people argue that a country is no instant soup and thus cannot be sold as one.

This critique, however, does not provide one with new insights and instead of postulating the impossibility of nation branding, one should ask which challenges have to be faced due to the differences between a country and a coporation with regard to the brand management process. This article offers a distinction between both and states central characteristics and methods of nation branding.

Download: PDF (in German only)

HOW TO JOIN

To become a member send us the filled application form and your motivation, why you are interested being a part of our network. Apply for membership.

NEWSLETTER

Do you want to be informed about new events of the Association? Our free newsletter will keep you up to date. You can subschribe to our newsletter by using this form. You can also read the online version of the newsletter.