Defying Essentials for Brands: Nation Branding

The Iconic Group LLC Presents “Rules to Brand By”: Covering Branding, Marketing and Publicity Techniques for all ICONS  

Defying Essentials for Brands: Nation Brand

Written by: The Branding Icon: Pamela Rosara Jones  

By now, with all of the rhetoric surrounding the political infrastructure of our nation, I am sure you are fully aware that there is power in a brand. Rather you are a fan of the Trump administration or not. He had always had a façade that many are aware of or have at least heard of before he was President. Now that he has the 45th slot in our presidential repertoire, He is part of what shapes the nation's brand.

Nation Branding is a form of branding that focuses on building the reputation of countries. Any country, at any point in time, can consider this facet of branding. Whether it's through pursuing advertising initiatives for a stronger tourism market or if it's in selling your countries military experience to a younger demographic, considering your nations brand is pivotal to every citizen it serves.

Nation Branding was first created in the book "Diplomacy in a Globalizing World: Theories and Practices. The author describes this technique as "the application of corporate marketing concepts and techniques to countries, in the interests of enhancing their reputation in international relations.” Extending to public and private sectors, you can think of this form of branding as a signification of nationalism. Showcasing the country in its "brand image" not only increases the importance of the symbolic value of the nation's product but also to emphasize the countries distinctive characteristics.

Wiki states "The branding and image of a nation-state "and the successful transference of this image to its exports - is just as important as what they actually produce and sell."[3]This is also referred to as the country-of-origin effect."

The economic vitality of the nation is what most nation branders shoot for through a successful image and a well-strategized reputation. As time passes, and technology improves the importance of this type of branding and place branding will also progress. Futurebrand is responsible for publishing the Country Brand index every year which includes an overall ranking of 75 countries. Nation branding is practiced by many countries like United States, Canada, France, United Kingdom (where it is officially referred to as public diplomacy), Taiwan, Malaysia, Japan, China, South Korea, Singapore, South Africa, Australia, New Zealand, Israel and most Western European countries.

Pamela Jones

Business Writer and Strategist