nation branding
This new age of brand-aware governments is both good and bad news for NATO. It’s bad, because it gives member states yet another reason to shy away from conflicts that don’t concern them directly, for fear of contaminating their image ... On the other hand it’s good, because if NATO gets this right, it can offer a way for states to enhance those all-important reputations.
The Olympics are on and over 200 countries are in showcase mode. As the host nation, Great Britain has pulled out all the stops to creatively package its people, athletes, major city and culture. It’s a global Cirque de Solei feast for the senses. Of course the United States is there in full force, as the world expects, reminding all who is the super power in media, entertainment, business and—oh yeah, sports.
The “brand” of a country has a direct impact on the wealth of the nation and its ability to compete and grow in the global economy.
A strong nation brand helps in differentiating a nation’s output and gives it a leg up in competing for financing, top talent and tourism. It can be leveraged by sub-brands within a nation, both public and private, to grow GDP and to help develop resiliency in a nation’s industries during a downturn.
CPD has published a compilation of its blogs, PDiN Monitor articles, CPD Perspectives essays and other material on China and Public Diplomacy as its first eBook. Contents include pieces on China's Public Diplomacy, Cultural Diplomacy, the Shanghai Expo 2010 and China in the News originally published by CPD between October 2009 and August 2012.
And the winner is... London? You would hope that for a country in recession – which slid deeper into it in the second quarter than many expected – and facing a crisis over the fixing of wholesale interest rates by its banks, the Olympic games that wind up on August 12 will give the UK a much-needed boost. ‘Brand UK’ desperately needs some polishing.
With the official launch of the Brand Ghana programme Tuesday morning, then Vice President, John Dramani Mahama discussed the importance of promoting a positive image of the country despite the many challenges Ghanaians currently face.
Recent studies of nation brand image, however, suggest that changing geopolitical trends could weaken that image. Economic power is moving eastward and our diaspora history is of receding relevance, even in the US. There is also evidence that younger people around the world are less favourably disposed to us than older generations.
China strives to project a profile on the global stage as a responsible state because some western observers remain wary of "an assertive China" after its rapid rise to become a global economical power house.