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- Cassinger, Cecilia, et al.
(author)
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Translating public diplomacy and nation branding in Scandinavia : An institutional approach to the Cartoon Crises
- 2016
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In: Place Branding and Public Diplomacy. - : Springer Science and Business Media LLC. - 1751-8040 .- 1751-8059. ; 12:3, s. 172-186
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Journal article (peer-reviewed)abstract
- Nation branding has been criticised for leading to the homogenisation and depoliticisation of national interest and identity. This study examines the politics of nation branding in relation to its configuration with public diplomacy and the institutional policy context in which they are embedded. Informed by Scandinavian institutionalism and the analytical concept of translation, the study reveals that the way that nation branding relates to public diplomacy within an institutional context sets the frame for its politicisation. Translation enables the understanding of nation branding as a dynamic process of becoming that unfolds in relation to time and place. The research contributes to a more nuanced view on nation branding in presenting its toolbox practices as less determined by a corporate marketing logic. Despite the uniformity that allegedly characterises nation branding practices, the processes by which nation branding initiatives are implemented in Scandinavia are found to differ profoundly.
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| 2. |
- Merkelsen, Henrik, et al.
(author)
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Nation branding as an emerging field – An institutionalist perspective
- 2016
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In: Place Branding and Public Diplomacy. - : Springer Science and Business Media LLC. - 1751-8040 .- 1751-8059. ; 12:2-3, s. 99-109
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Journal article (peer-reviewed)abstract
- 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. We argue that the brand concept is almost void of meaning and that this feature has been an indispensable requisite for establishing nation branding as a field of practice and as an academic field. Despite the indisputable academic productivity that is a result of the vagueness of the brand concept, we suggest that to reach a normal science-like situation in the field of nation branding a clarification and systematization of central concepts is needed.
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