Nation Branding ? Concepts, Issues, Practice

&ldquo,Nation Branding&rdquo, is a timely arrival on the scene. , In the current context of economic upheaval, with concepts such as globalisation being scrutinised, allied with a feeling &ndash, or need &ndash, to return to simple, sustainable values, a book about nation branding can take on added importance. It is worth noting that the majority of the 29 contributors assert that nation branding is more likely to be successful when undertaken across many &ndash, or all &ndash, sectors of the economy, thereby helping the country&rsquo,s image appeal to investors, students, workers and cultural audiences as well as visitors. This holistic approach, whilst logical, means that many groups of (domestic) stakeholders need to buy in to nation branding which in itself can be fraught with issues of self-interest and may lead to the watering-down of any suggested &lsquo,proposition&rsquo,. It takes some time to get used to this book&rsquo,s structure. Each chapter starts with a short case study, usually from one specific country, and is followed by an article from a practitioner and one from an academic on various aspects of nation branding. These include references to the leading case study but also others throughout the book. Once the reader is used to this &ndash, and perhaps the layout could be clearer &ndash, it is an easier read. The list of contributors is impressive and many other well-known marketing and communication experts are cited throughout. The case studies are drawn from across the globe and it is particularly interesting to compare the approaches of countries as diverse as Egypt, Switzerland and Japan as well as more heralded examples such as New Zealand, Spain and Scotland. A fascinating and thought-provoking read for branding and marketing practitioners, but perhaps above all for all of us who care about how our own countries are portrayed and perceived!