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Beyond The Nation Brand:The Role Of Image And Identity In International Relations, Simon Anholt

Exchange: The Journal of Public Diplomacy

Although the term "nation branding" is frequently associated with the act of creating favorable images of countries through marketing communications, little evidence suggests this is possible. This paper discusses how the "nation brand" can really be enhanced through strategy, substance, and symbolic actions. Country examples such as South Korea are used to discuss issues in branding, including reputation management, corporate social responsibility (CSR), and sovereignty.