Stealth Communications by Curry Jansen Sue;

Author:Curry Jansen, Sue;
Language: eng
Format: epub
Publisher: Polity Press
Published: 2016-12-27T16:00:00+00:00

Branding Nations: Industry Perspectives

Most major international public relations firms now offer nation and place branding services; however, the originators – those who retroactively modeled, rationalized, integrated, and further developed the kinds of marketing efforts that had succeeded by trial and error in Ireland and Spain – are located in London. According to Melissa Aronczyk, who interviewed prominent nation branders, they recognize one another as sharing a common and privileged understanding of the practice.16 This core group can be thought of as drawing loosely on a “shared cultural repertoire” and set of practices and experiences, which newcomers to the field lack. Olins and Anholt can be considered the original “thought leaders” of the nation branding movement – despite Anholt's more recent apostate.17

The publications of Olins and Anholt, along with discussions of nation branding in Brand Strategy, Journal of Brand Management, and an Interbrand sponsored online resource, brandchannel.com, offer extensive explanations of nation branding (definition, significance, uses, mechanics), which are widely cited and reiterated in later accounts. In effect, they function as legitimating documents for the practice. That is, they seek to disarm what Olins describes as the “visceral antagonism” that nation branding arouses among “the most unlikely individuals and groups…from every part of the political and social spectrum.”18

Brand Estonia is profiled because it is treated as an exemplary case in the branding literature.19 Estonia is a “paperless government,” which means that it is an unusually transparent example of nation branding with a substantial amount of its branding related data accessible online.

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