Nation branding as an emerging field: an institutionalist perspective

Henrik Merkelsen, Rasmus Kjærgaard Rasmussen

Publikation: Bidrag til tidsskriftTidsskriftartikelForskningpeer review


Nation branding is a remarkable phenomenon. In less than two decades it has established itself as the preferred framework for interstate strategic communication and as an emerging academic field. The paper describes how this extraordinary expansion was possible by showing how nation branding presents itself as a theoretical possibility and a practical necessity. We propose that what made a travel possible from product branding via corporate branding to nation branding was the semantic flexibility of the brand concept.
TidsskriftPlace Branding and Public Diplomacy
Udgave nummer2
Sider (fra-til)99–109
StatusUdgivet - 2016

Citer dette