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Purpose: The objective of this research is to propose a framework which is apt to assess how a nation branding campaign could promote cultural identity by ultimately curbing political polarization. Design/Methodology/Approach Methodology summary: By relying on a multidisciplinary approach that blends theoretical constructs from different fields the methodology is based on a mixed-method approach whereby the qualitative data stemming from a set of interviews with key-informants is coupled by a survey of Colombian citizens in order to gain in-depth insights over the impact of nation branding on political polarization. Findings: From the findings, it emerges that a campaign based on nation branding and targeting domestic citizens could curb political polarization within Colombia, by also fostering cultural identity. Research limitations/Implications: The study considers only Colombia. To fully assess the robustness of the framework it would be useful to extend the analysis to a broader range of countries and to a wider set of domestic issues. Practical Implications: The research not only provides in-depth insights on how nation branding can be used effectively in order to curb political polarization but also practical guidance on how a nation branding campaign effective can be effectively designed. The findings are relevant to policy-makers that have the opportunity to implement informed and educated nation branding campaigns not just overseas, but also to strategically address important domestic issues by engaging the domestic stakeholders. Originality/Value: While country branding has been extensively investigated within the context of international business, we have a relatively limited understanding of its domestic impact. In contrast to traditional country branding literature, this paper aims to theoretically advance our understanding of nation branding and its effect on political polarization, as well as gauging its impact on cultural identity.

In the 21st century, states use nation-branding techniques to safeguard their national interests. They employ public diplomacy strategies to maintain their international image. Through branding techniques and public diplomacy strategies, nations can build a positive image among the committee of nations. It is argued in this paper that the international image of Pakistan is required to be improved, and there is a need to shun the notion of negative characteristics associated with terrorism, religious extremism, Talibanization, and allegedly branding as a failed state. There is also a need to study the mindset for conducting various surveys about Pakistan's image and its sponsors. The main argument of this research work is that Pakistan has all the variables required for nation branding and building positive public perception. To improve its international image, Pakistan has to adopt innovative nation-branding techniques and public diplomacy strategies.

Bibliography Entry
Kayani, Saima Ashraf, and Muhammad Saif ur Rehman. 2022. "Employing Nation Branding and Public Diplomacy: Strategies for Pakistan." Margalla Papers 26 (1): 34-46.

Nation branding di era digital ditandai dengan kehadiran negara-negara yang bersaing untuk mendapatkan pengakuan dunia dengan mempromosikan norma, nilai, ide, pariwisata dan peluang investasi mereka secara signifikan, melalui penggunaan platform media sosial dan influencer daring. Fokus penelitian ini adalah mengukur dampak kehadiran Presiden Jokowi pada platform digital terhadap pembangunan nation brand. Platform yang menjadi fokus adalah Twitter sebagai saluran utama bagi pemerintah untuk memperkuat ekuitas merek negara. Penelitian ini bertujuan untuk mengkaji aspek nation branding yang ditampilkan melalui konten media sosial Twitter pemimpin bangsa, yakni Presiden Republik Indonesia, Joko Widodo. Hasil penelitian ini mengungkapkan bahwa reaksi terhadap kehadiran Presiden di media sosial sangat minim dalam hal memproyeksikan nilai-nilai negara, karena orang-orang lebih fokus membahas topik "ringan" dan "informal". Oleh karena itu, konten pariwisata yang ditonjolkan pada Twitter perlu meningkatkan kecepatan dalam 3A: Aksesibilitas (transportasi), Amenitas (fasilitas), dan Atraksi di tujuan wisata(Kinerja Reputasi), keadaan santai yang tidak terkait langsung dengan pariwisata (Reputasi Simbolik).

Essa pesquisa tem como objetivo analisar como a Nigéria tem utilizado o Nation Branding na reconstrução da sua imagem e na reorientação da sua política, sobretudo no contexto pós-crise de 2008 e na sua inserção no comércio internacional. Dessa forma, a análise será feita de forma explicativa e através de uma crítica histórica, a partir do construtivismo de Wendt e a teoria sobre construção de ideias e poder. De modo complementar, propõe-se um diálogo entre o construtivismo e a teoria decolonial, pois as normas e ideias construídas pelas grandes potências perpetuam uma estrutura de poder colonial. Isto posto, a pergunta que guia o artigo é: de que forma a construção do Nation Branding na Nigéria, no período de 2009 a 2019, tem impactado na inserção internacional do país? A hipótese apresentada é que, ao implementar o Nation Branding, com políticas além de turismo, ocorreu consequentemente o fomento do capital humano e da independência econômica do país, bem como uma revolução digital através das startups nigerianas. Por fim, realiza-se pesquisas quantitativas e qualitativas, através de autores nigerianos, a fim de evidenciar a versão africana da história, bem como contribuir para a superação de estereótipos enraizados em nossa sociedade.

This article argues that 'nation-branding' on the National Geographic Channel symbolically reinforces the idea of a 'natural' hierarchy of nations within globalization. I examine how, as 'edutainment', the American reality television series Worlds Apart (2003), teaches US viewers how to navigate the ideological spaces of home and the world. The tourist ethnographies of American families visually fetishize Third World 'lack' as proof of the superiority of the American 'race'. The show suggests America's move away from insular nationalism even as it advocates the primacy of home/homeland. The technologies of this First World gaze produce what I term 'specular geographies', or a neocolonial visual mapping of nations into spaces of modernity and underdevelopment.

1. Of Idols and idylls : the question of national image -- 2. The supermarket of nations : competitive identity and the brand state -- 3. The mind's eye : popular culture, geographical imagination, and international relations -- 4. A brand new Eurasia : places, spaces, and peoples of the post-Soviet realm -- 5. The post-Soviet bogeyman : a guide to the dangerous personae of the former USSR -- 6. Laughable nations : parodying the post-Soviet republics -- 7. Mapping trashcanistan : the post-Soviet badlands in popular culture, news media, and academe -- 8. Branded! : marketing the new nations of Eurasia to the (Western) world.

In line with Joko Widodo's vision to position Indonesia as the 'Global Maritime Fulcrum' by 2045, the Indonesian government through the Ministry of Education and Culture has initiated the proposal of nominating the Spice Route (Jalur Rempah) as World Heritage in 2017 to UNESCO. This article aims to show the dynamic process of redefining national identity through the Spice Route narrative, which is full of contestation between the state, society, and the market. Previous studies have shown that the process of reproduction of nationalism through the reconstruction of national history and national identity is now no longer always initiated by the elite. Democratization and globalization also provide space for civil society to reinterpret their ideal image of Indonesia. Methods used in this qualitative research included auto-ethnography through participant observation, in-depth interviews, literature studies, comparison, and visual communication design analysis of form-content-context, both descriptively and reflectively. In conclusion, instead of being a political-ideological narrative, the Spice Route narrative is reinterpreted in a new domain: the creative industry. It has become a source of inspiration for branding commercial products, feature films and documentaries, community activities, festivals, educational curricula, and at the same time included in the content of Indonesian cultural diplomacy through gastronomy, all of which require a contribution of design. This article examines the extent to which the Spice Route narrative, seemingly intended as a nation brand, is able to reconstruct and redefine the national identity of Indonesia. ; Sejalan dengan visi Joko Widodo untuk memposisikan Indonesia sebagai poros maritim dunia pada tahun 2045, pemerintah Indonesia melalui Kementerian Pendidikan dan Kebudayaan telah menggagas pengusulan Jalur Rempah sebagai Warisan Dunia sejak 2017 ke UNESCO. Artikel ini bertujuan untuk menunjukkan dinamika dari proses redefinisi identitas melalui narasi Jalur Rempah yang ...

According to nation branding consultants, problems of underdevelopment and global inequality are, to a significant extent, a product of the negative images peddled by charities and the broader development industry. While such images secure donations, it is argued they deter more sustainable investments. In contrast, consultants argue that concerted nation-branding strategies offer much better solutions to problems of underdevelopment. This article subjects such claims to critical examination and argues that while the diagnosis of the problem may have some merit, the solution offered is more problematic. This is because nation-branding practices are inherently status quo oriented and reflective of a neoliberal understanding of the nature of (under)development. Moreover, nation branding also entails a troubling commodification of identity and culture as well as unsettling implications in respect of extant understandings of 'good governance'. Finally, the article suggests that the dichotomy drawn between aid and nation branding cannot be upheld; rather, it is a device used to legitimise a market for the services of nation-branding consultants.