The politics of Nation Branding

Abstract

Nation Branding is broadly conceived of as an apolitical marketing strategy that targets external markets to establish and communicate a specific image of national identity. However, in this article it is argued that Nation Branding displays characteristics that make it constructive to analyse in terms of an implicit cultural policy. The main point is that Nation Branding is essentially an inner-oriented, cultural- political measure that targets the citizens of the national state, characterized by conservative, transformative and transferring political agendas. On the background of an analysis of these characteristics, it will be argued that Nation Branding may work in a self-defeating manner and endanger democratic processes.