At the beginning of January this year, Italy’s foreign ministry launched a new internal structure: the Directorate for Culture and Public Diplomacy. The ministry’s website explained the innovation in these terms...KEEP READING
Branding the Nation, the Place, the Product
A new book edited by Ulrich Ermann and Klaus-Jürgen Hermanik from the University of Graz explores nation branding and place branding from the micro, such as U.S. postage stamps, to the macro, such as nation branding in the post-Yugoslav states. The book features eight chapters on different aspects of branding through aspects of a country's culture or through its products.
"Branding is a profoundly geographical type of commodification process. Many things become commodities that are compared and valuated on markets around the globe," note the editors, "[y]et, not all that is branded was originally intended and created for markets."
The book Branding the Nation, the Place, the Product was published November 2017. It is available for purchase on the Routledge website.
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