“It’s nothing new for nations to care about image, but the past ten years represent a turning point in the methods states use to manage their reputations. In many cases, governments now hire public relations firms and apply brand management theory—formerly the domain of corporate communications departments and business-school seminars. New metrics attempt to quantify the strength of national brands, and the field has seen a veritable explosion of literature on which branding techniques work and which don’t. Meanwhile, branding efforts have branched out well beyond simple efforts at attracting tourism. Countries now hire firms to help them launch sophisticated branding campaigns aimed at luring foreign investment, facilitating trade, improving private-sector competitiveness, or even securing geopolitical influence[1].”
For our International Marketing blog, we will attempt to analyze this concept of nation branding mentioned in the Council of Foreign Relations article quoted above. Relevant articles and videos posted here will serve as a starting point for discussion of concepts and ideas of branding nations. For example, what is the US brand? Is nation branding valuable? How has the US built its brand in the past? Has it been successful? How do people in other countries perceive the US? What would you do to make the US brand more successful? We will provide the tools necessary for the discussion including an international perspective on these key topics. We hope you will join us in tackling this relevant issue of marketing the US image abroad.
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