Nation branding in public diplomacy

Nation branding is a relatively new concept. It is the process of applying corporate branding
techniques to promote countries, the main objective is to build and manage the reputation of a
state. Nation branding is practiced by many states including Canada, the United States, France,
the United Kingdom, Japan, China, South Korea, South Africa, and New Zealand. There is a
growing interest among less affluent states to practice nation branding as it has the capacity to
improve their image abroad and promote trade, tourism and direct investment. Similarly, nation
branding – if done appropriately – has the potential to fight stereotypes that are associated with
certain countries.
Simon Anholt noticed the importance as well as the effects of nation branding and stated
‚nations have become far more cognizant of the value of their brand as an asset‛
. Anholt is
the conceptualist behind a method to evaluate how effective a nation’s brand is, a global survey
known as the Anholt-Gfk Roper Nations Brand Index. The nation brand index of a country is
derived from the average of scores for diverse criteria that cover: people, governance, exports,
tourism, culture and heritage, as well as investment and immigration.
Understanding the value of national brands helps countries better attribute the investments they
make in areas that affect their global image. As such, branding efforts have stepped into a new
era and nation branding as a concept has become extremely popular. Contemporary
governments have started to hire public relations firms to help them launch sophisticated
branding campaigns aimed at attracting foreign investment, encouraging trade and even
improving overall geopolitical influence.
Within this section, you will find a collection of personal accounts of the nation branding of
different States written by nationals. It aims to provide an honest assessment of the nation
branding initiative in each of these countries, while also providing critiques, commendations,
and recommendations, where appropriate.

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