CCT316H5 Lecture Notes - Lecture 10: Simon Anholt, Nation Branding, Metonymy
14 Dec 2015
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The transnational promotional class and the circulation of values (cid:1) (cid:1) (aronczyk) (cid:1) A project designed to shift global elite opinion and mitigate domestic contention about libya"s political stability, trade and investment capacity, and cultural homophily, monitor"s work in. Libya can be understood as part of a broader phenomenon known as nation branding. I define nation branding as the articulation of the nation along with its conceptual cognates of citizenship, governance, and recognition. Through various tools, techniques and expertise derived from the business world, including corporate strategy, branding and marketing. A nations brand is seen by its proponents and practitioners as a modern-day version of the national flag: a metonymic marker of identity and allegiance, outfitted for the contemporary realities of global media and commerce. Or as advertising executive turned nation-branding guru simon. Anholt puts it: nation brand is national identity made tangible, robust, communicable and above all useful.
