nation branding
CPD University Fellow, Professor Jian (Jay) Wang, together with Shaojing Sun, associate professor of the School of Journalism at Fudan University, have penned the second issue of CPD Perspectives in Public Diplomacy for 2012. "Experiencing Nation Brands: A Comparative Analysis of Eight National Pavilions at Expo Shanghai 2010".
In a recent report, SERI analyzed how Korea’s hosting of international events such as the 2018 PyeongChang Winter Olympics and the 2011 Daegu IAAF World Championships alongside the Korean wave and an upswing in global activities by Korea’s multinational corporations have contributed to Korea’s move up in the rankings of the Nation Brands Index.
The Minister of Tourism, Culture and National Orientation, High Chief Edem Duke has emphasised that most of the challenges confronting the country are as a result of the breakdown of our cherished cultural values.
Nations must actively manage their brand, he stressed. Israel is constantly portrayed negatively in the news, and until a few years ago, the nation as a whole wasn’t doing anything to try and promote itself, he added. Branding a nation is “putting a human face on a product."
China’s soft-power offensive is unlikely to succeed if it solely relies on state-controlled media organs to get the message out. These institutions have a serious credibility problem, both inside and outside China. Beijing may choose to increase their budgets lavishly, but the money will most likely be wasted.
Type in the Mandarin words for “invest” and “Canada” into the popular search engine Baidu, and an official Canadian government website doesn’t appear until the 25th link. Lack of easy access to information in Mandarin about investment, education and immigration in Canada is weakening our relationship with China.
Where are the Emiratis living in tents? This is the question I have heard numerous times from visiting journalists. So at the end of the Emirates' international branding efforts and countless projects that have received international recognition, we are still struggling to educate the world on how far we have come as a nation and as a society.
Brand USA, a non-profit, public-private partnership, is to launch a global advertising campaign next month, as part of the country’s concerted effort in marketing tourism to the world. Symbolic as it may be, it sends an unmistakable signal reaffirming America’s openness and optimism, the very foundation of the country’s soft power.