The Importance Of Nation Branding

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Introduction A distinct, positive global identity has become a mandatory requirement for nations in this era of globalization. Countries have to satisfy two objectives – first, differentiate themselves from others; and second, project their advantages over other countries which may have the same offerings. As the competition to attract investments and to strengthen tourism intensifies, governments have to increase efforts to be visible and active in the global market. Nation branding has been on the rise since the 1990s. Since its inception, the term ‘nation brand,’ coined by leading theorist Simon Anholt (1996), has been commonly used especially in the realm of global competition. Nation branding, however, has more to offer than market differentiation and market positioning. The elements of a nation brand have implications on citizens’ identity. More importantly, the strategies involved and the manner in which it is executed can help build trust between government and its people. Therefore the mission is not limited to enhancing a country’s appearance but also includes government’s efforts to make its citizens part of the nation brand. New Public Management and Governance: Theories behind Participation and Inclusion in Nation Branding The significance of participation and inclusion in nation branding is based on the Public Administration theories of New Public Management and Governance. The New Public Management Paradigm emphasizes the need to treat citizens as

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