Evaluation of nation brand indexes

In this chapter, we argue that while a vague and ambiguous conceptual foundation has been a key driver for the expansion of the field of nation branding, it constitutes a major hindrance to the further development of the field. We locate this paradox in how nation brand indexes have a strong appeal in terms of their capacity for reducing complexity. Yet this vantage point has an important downside: when aggregation is high, details disappear. Thereby, the applicability of nation brand indexes is of limited value to communication professionals. We therefore raise the question if we are better off by abandoning the concept of nation branding.