Branding the nation: What is being branded?

By Ying Fan. 2006

583 citations recorded by the source corpus.

Nation branding and nation brand are two different concepts. A nation has a brand image with or without nation branding. This paper examines the concept of nation branding, focusing on the central question of what is being branded. It differentiates nation branding from product branding, and draws comparisons between nation branding and productcountry image. Paradoxical issues around the concept and the wider context in which nation branding can be applied are also discussed. More research is needed to find out if and how nation branding could help economic development in a country. As many other non-marketing factors also affect a nation's image, the role played by nation branding may turn out to be only a modest one.

Subfields: Marketing, Sociology and Political Science, Strategy and Management

View Paper: https://www.semanticscholar.org/paper/6cf530ac844fbca1eb4f74d723a0ab6451751f63

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Citations in the corpus

Branding places: applying brand personality concept to cities (2010, background): “In addition, the ownership of the place brand is unclear due to the existence of multiple stakeholders, which leads to a diverse audience (Fan, 2006).”
The determinants and measurement of a country brand: the country brand strength index (2010, background): “In that respect, country brand research is still in its infancy and only in the last decade has an increasing number of academics (Kotler, et al., 1993; Kotler and Gertner, 2002; Caldwell and Freire, 2004; Fan, 2006; Aronczyk, 2008) and practitioners (Anhholt, 1998) focused on this research.”
A model of destination branding: Integrating the concepts of the branding and destination image (2011, background): “Defining a target market is crucial because some aspects of a destinationmay seem positive to one segment while ineffective to another (Fan, 2006).”
Critical Success Factors in Destination Marketing (2008, background): “Fan (2005), however, warns of the dangers of treating place brands like commercial brands as there are fundamental differences between the two.”