What is nation branding?

More often, M&M includes features on destination marketing, which is part of the wider field of nation branding. The two topics are often used interchangeably (a mistake). On top of tourism, nation branding assesses other issues on the national agenda – the creativity of its people; a nation’s education strategy; culture and heritage; the direction and organization of the country’s export industries; its immigration and investment policies; its governance and the overall management of the country’s reputation. Nation branding is therefore the theory and practice of measuring and managing the reputation of a country, using many of the techniques employed by global branded goods companies. The assumption behind nation branding is that a country’s image can be planned and its brand values transferred through its products, services and policies. As economic power transfers to new markets – a process likely to be accelerated by recession – nation branding, and the techniques it employs, are likely to increase in importance.

For M&M's latest feature on the wider topic on nation branding, read this: Not just a holiday romance
 

For more information on the Nation Branding Masterclass Series, click here