Coverart for item
The Resource Branding the nation : the global business of national identity, Melissa Aronczyk, (electronic resource)

Branding the nation : the global business of national identity, Melissa Aronczyk, (electronic resource)

Label
Branding the nation : the global business of national identity
Title
Branding the nation
Title remainder
the global business of national identity
Statement of responsibility
Melissa Aronczyk
Creator
Subject
Language
eng
Summary
National governments around the world are turning to branding consultants, public relations advisers and strategic communications experts to help them "brand" their jurisdiction. Using the tools, techniques and expertise of commercial branding is believed to help nations articulate more coherent and cohesive identities, attract foreign capital, and maintain citizen loyalty. In short, the goal of nation branding is to make the nation matter in a world where borders and boundaries appear increasingly obsolete. But what actually happens to the nation when it is reconceived as a brand? How does nation branding change the terms of politics and culture in a globalized world? Through case studies in twelve countries and in-depth interviews with nation branding experts and their national clients, Melissa Aronczyk argues that the social, political and cultural discourses constitutive of the nation have been harnessed in new and problematic ways, with far-reaching consequences for both our concept of the nation and our ideals of national citizenship. Branding the Nation challenges the received wisdom about the power of brands to change the world, and offers a critical perspective on these new ways of conceiving value and identity in the globalized twenty-first century. This book is about how nation branding became a worldwide phenomenon and a professional transnational practice. It is also about how nation branding has become a solution to perceived contemporary problems affecting the space of the nation state: problems of economic development, democratic communication, and especially national visibility and legitimacy amidst the multiple global flows of late modernity. In this book, Melissa Aronczyk charts the political, cultural and economic rationales by which the nation has been made to matter in a twenty-first-century context of global integration --
Assigning source
Provided by Publisher
Cataloging source
DLC
http://library.link/vocab/creatorName
Aronczyk, Melissa
Illustrations
illustrations
Index
index present
Literary form
non fiction
Nature of contents
bibliography
http://library.link/vocab/subjectName
  • Branding (Marketing)
  • International relations
  • Mass media and international relations
  • National characteristics
Label
Branding the nation : the global business of national identity, Melissa Aronczyk, (electronic resource)
Link
https://eui.idm.oclc.org/login?url=http://dx.doi.org/10.1093/acprof:oso/9780199752164.001.0001
Instantiates
Publication
Bibliography note
Includes bibliographical references and index
Carrier category
online resource
Carrier MARC source
rdacarrier
Content category
  • text
  • still image
Content type MARC source
  • rdacontent
  • rdacontent
Control code
EDZ0000157507
Extent
1 online resource
Form of item
online
Isbn
9780199363179
Media category
computer
Media MARC source
rdamedia
Other physical details
illustrations (black and white)
Specific material designation
remote
System control number
(OCoLC)858282373
Label
Branding the nation : the global business of national identity, Melissa Aronczyk, (electronic resource)
Link
https://eui.idm.oclc.org/login?url=http://dx.doi.org/10.1093/acprof:oso/9780199752164.001.0001
Publication
Bibliography note
Includes bibliographical references and index
Carrier category
online resource
Carrier MARC source
rdacarrier
Content category
  • text
  • still image
Content type MARC source
  • rdacontent
  • rdacontent
Control code
EDZ0000157507
Extent
1 online resource
Form of item
online
Isbn
9780199363179
Media category
computer
Media MARC source
rdamedia
Other physical details
illustrations (black and white)
Specific material designation
remote
System control number
(OCoLC)858282373

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