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Recent years have seen an interesting development in practices and policies of nation branding. Alongside an emphasis in which nation branding programmes seek to activate desires of conspicuous consumption in consumers, or to use branded messages to attract investment, there has also been a growing emphasis placed on policy transfer as a part of nation branding strategies. To date, this shift towards the incorporation of policy transfer within nation branding practices had received only limited analysis. Questions that arise, therefore, include: why are countries increasingly shifting their nation branding programmes in this direction? What do they seek to gain by engaging in such exports? And should we take the ostensibly beneficent nature of such practices at face value? The aim of this working paper is therefore to consider what the shift to policy transfer may tell us about the developing politics of nation branding.

Indonesia has the potential of natural and cultural resources that stretch from Sabang to Merauke. This potential can be used as the biggest economic source for Indonesia from the tourism sector. Tourism is now one of the industries that have potential at the global level. Indonesia has the potential to take the attention of foreign tourists. The state has a role to take steps in supporting the progress of the tourism industry in Indonesia. Tourism diplomacy can be done through the government, private sector and community groups who have concerns about the tourism industry at the global level. The synergies of several parties are able to give a significant impact for the development of tourism in Indonesia. The purpose of diplomacy is to strengthen Indonesia's nation branding in the international world and Indonesia is able to compete in the global level.

"Faked in China is a critical account of the cultural challenge faced by China following its accession to the World Trade Organization in 2001. It traces the interactions between nation branding and counterfeit culture, two manifestations of the globalizing Intellectual Property Rights (IPR) regime that give rise to competing visions for the nation. Nation branding is a state-sanctioned policy, captured by the slogan "From Made in China to Created in China," which aims to transform China from a manufacturer of foreign goods into a nation that creates its own IPR-eligible brands. Counterfeit culture is the transnational making, selling, and buying of unauthorized products. This cultural dilemma of the postsocialist state demonstrates the unequal relations of power that persist in contemporary globalization."--Page 4 of cover

Every nation possesses a certain nation brand image, with or without nation branding. A well thought-out nation branding campaign can, however, project a nation's image and solicit its global recognition. Such an endeavour concurrently instils a greater sense of belonging, self-determination and ideals of public communication in the domestic audience. The value of nation branding for tapping the economic potential of a nation remains arguable. In this paper, an effort has been made to understand how a developing country like Azerbaijan is gaining international recognition through an apt utilisation of nation branding tools. Strategic, conceptual and practically relevant aspects are being analysed to ascertain the efficacy of nation branding techniques and their impact on national image building. With occasional reference to the international brands of the developed countries, this study is focused on the endeavours of Azerbaijan to market its name and build its own national brands.

Whilst most accounts of nation branding emphasize the economic anddiplomatic relevance of the phenomenon, this article examines the wayEstonia has been proposing a nation "branding + building" strategy.Drawing from an empirical study of 1) evolving campaigns of EnterpriseEstonia; 2) the leverage of the national e-Residency program in attractingforeign investment; and 3) tourist and marketing strategies based on therevisiting of 'Estonian' culinary tradition, we look at the way officialnarratives have been claiming, with the help of nation branding elements,that the country has quickly de-Sovietized and that there is a newunderstanding of the Estonian nation and "Estonianness". This is intendedto eventually prompt a reflection on the relationship between nation-building and nation branding, which can, in some circumstances, overlapand influence identity construction at the domestic and international level.

It is the aim of this article to advance our understanding of this phenomenon by focusing on the interplay between marketing & public diplomacy. We will first present some fundamental brand management concepts as they help explain nation branding & clarify the role of public diplomacy under the greater scheme of a nation image building. Then, we will address a set of important research questions & areas of consideration raised by an expert audience on the debate of the role & appeal of nation branding in light of traditional public diplomacy. While this reflection is exploratory in nature, it aims at drawing further scholarly research attention on the topic & at encouraging collaboration among practitioners of the art & science of image building. Adapted from the source document.

Purpose: This paper concerns public sub-sector branding within the higher education (HE) system. The purpose of this paper is to investigate how public sub-sector branding within HE is organized and how it is influenced by the use of national values, traits and characteristics. Design/methodology/approach: The study relies on two data sources: first, the paper benefits from a data set of one-stop web-portals for HE from the 23 countries listed in Times Higher Education's top-60 universities ranking. Second, it builds on a sample and brief overview of Norway's sub-sector branding of its HE sector. Findings: Expert authorities within the HE sector are legally and organizationally responsible for sub-sector branding, and they establish coordinated and coherent web-portals. In practice, however, nation-branding concerns are influencing on how the HE sub-sector is branded. The paper concludes with a discussion of democratic implications, and points to paradoxes arising from the use of national clichés and characteristics in this highly international sub-sector of the public realm. Originality/value: The paper informs discussions about public sub-sector branding within HE, a phenomenon that thus far has not been systematically studied. The practical applications of such a study are evident, as branding is becoming more important in the public sector in general, and in HE in particular.

Purpose: This paper aims to examine the extent to which the nation branding activities of export promotion organisations (EPOs), investment agencies (IAs), national tourism organisations (NTOs) and embassies follow the principle of coordination that characterises an integrated marketing communications approach. Design/methodology/approach: A qualitative exploratory approach was taken, comprising face‐to‐face in‐depth interviews with key informants from five Association of Southeast Asian Nations (ASEAN) involved in the implementation of nation branding communications in terms of export promotion, tourism, investment attraction and public diplomacy. Findings: Seven key dimensions of interorganisational coordination in a nation branding context emerge from our results. These dimensions include sector, organisation domicile, mode, strategy formulation, nature, frequency and target audience. Research limitations/implications: The relatively small dataset as well as the restricted geographic scope of the study limits the generalisability of the findings; further research is required to ascertain whether the findings of this study also apply in other settings. Practical implications: Enhanced coordination needs to occur not only between the different governmental organisations engaged in nation branding strategy, but also between those organisations and their respective private sector stakeholders.