nationbranding
Nation branding, also called country branding, is the strategic process by which a country seeks to influence the perceptions of international and domestic audiences about its identity, values, and attractiveness. It blends public diplomacy, cultural diplomacy, tourism promotion, and economic marketing to project a coherent narrative about the nation and to bolster its soft power, investment appeal, and citizen pride.
Key actors include government ministries of foreign affairs, culture, and tourism; national and regional agencies; state-backed
Strategies commonly involve developing a unifying brand concept, creating a visual identity and slogans, producing cultural
Criticism centers on questions of ethics and effectiveness: concerns about commodifying culture, creating homogenized or misleading