Some may argue that both subjects of selling resemble - depending on their reputation, e.g. Mauritius islands and Bentley cars. Others may disagree differentiating nation and market as two separate entities seeking different goals.
However, whether branding a nation or branding a company, in the base stands dealing with human beings. This latter feature makes common the subjects of branding.
One interesting instance is "The Borat effect", an article by Felix Stock (Stock, 2009: 180-191) which exemplifies the outcome of a mediated Kazakh fictional character , made to the state of Kazakhstan. The consequences are rather and surprisingly happy-ending. The intriguing part of the story is how a fictional character could cause real troubles. For a majority of people in the Western countries the popularisation of Borat, a TV Kazakh reporter, was a first contact and first impression of the state of Kazakhstan. Borat and the Kazakh diplomats started to lead a war of influence and reputation improvement - whose one will prevail? As mentioned above, the effect was unexpected - increased interest in Kazakhstan, growth of its tourism sector, therefore boosting its economy.
As a result, a pejoratively represented state in the media could start to interest adventurous tourists searching for new destination. This story could be an example of how to achieve a successful (or not so) nation branding - through balance between information and influence. If one prevails over the other, it might reach Berridge's propaganda model of public diplomacy (Berridge, 2010: 179), but if balanced it could lead to successful nation branding.
- Anholt, S. (2006), "Is place branding a capitalist tool?", Place Branding, vol.2, 1, 1-4
- Berridge, G.R. (4th ed.) (2010), Diplomacy Theory and Practice, Basingstoke: Palgrave Macmillan
- Stock, F. (2009), "The Borat effect", Place Branding and Public Diplomacy, vol. 5, 3, 180-191
Nation branding is a very important factor. It affects many things such as; tourism, international awareness, diplomacy, and also can proof to bring more income for its citizens. By branding a nation means to give some attributes to that nation which in particular relate to product, individual, place or an event. For example Caribbean has given its country a brand as a holiday country where you can go and enjoy your summer holidays. France has branded itself a a country which makes high quality wines and delicious types of cheese. Anyone who is willing to buy this two products and who is looking to get the best ones will be looking for something with the "made in France" label. Therefore, branding a nation is an important factor especially in current days where technology has made it easy for everyone to try and brand its own nation.
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