National Branding

In the past decade reality TV genres, notably lifestyle television and makeover texts have been the focus of considerable academic analysis through a variety of theoretical constructs. On initial viewing, the Freemantle Media series Annabel Langbein – The Free Range Cook adheres to the conventions of a family-orientated cooking/lifestyle program. However this text, like other contemporary examples, accommodates a number of readings. Alongside the argument that lifestyle texts function as governance, and operate with a range of policy and institutional mechanisms to create disciplined and self-regulating subjects, the Free Range Cook is equally informed by the phenomenon of nation branding and the quest for authenticity in the simultaneously localized and globalized mediated world. Furthermore I argue that Annabel Langbein – The Free Range Cook is underpinned by neoliberalism as ideology. Here the text, overtly constructed as ‘lifestyle’, represents an idealized aspirational environment where the constant markers of domestic and national familiarity serve as duplicitous features in a touchable but unattainable world.

Idea brandingu narodowego, a więc marketingowa koncepcja traktowania kraju jako podmiotu rynkowego, umożliwiająca budowanie jego marki analogicznie do biznesowego kreowania marek firm czy produktów, w krótkim czasie stała się powszechnie obowiązującą w wielu krajach świata. Popularność brandingu narodowego nie jest efektem chwilowej mody czy też wzajemnego kopiowania działań, podejmowanych przez poszczególne państwa, ale wynika z oczywistych korzyści w zakresie budowania przewagi konkurencyjnej, które uzyskują kraje posiadające i realizujące własne strategie brandingowe. Liczne i rozproszone grupy odniesienia, charakterystyczne dla programów budowania marek narodowych determinują bogactwo sfer narzędziowych, z jakich korzysta branding narodowy. Oprócz tradycyjnych form komunikowania społecznego i marketingowego, ważną rolę pełni dyplomacja publiczna – narzędzie o szerokim spektrum oddziaływania, stanowiące specyficzną formę komunikowania międzynarodowego. Niniejszy artykuł przybliża istotę dyplomacji publicznej przez pryzmat funkcji, jakie pełnić może w obrębie koncepcji budowania marek narodowych.

The rising concern over Nigeria's negative image internationally has reached the most controversial headlines in the media even across Nigeria's national frontiers. This issue has become part of the public debate about the global perception on Nigerian people, and how Nigeria as a nation is depicted in the international arena. In this context, the paper does not seek to examine all the issues relating to Nigeria'sl image. It intends to focus on how to rebrand Nigeria's international image by exploring the relationship and possible links between good governance, public diplomacy, and foreign direct investment (FDI), The paper shall discuss nation branding from a theoretical perspective relying on existing studies in international relations, culture, and the media. The findings suggest a strong linkage between good governance, effective Public Diplomacy, Nigeria's image, and its ability to attract FDI into the country. It also pointed out that lack of good governance, transparency, uneven distribution of wealth, corruption, failed leadership, organized crime, and insecurity remain critical problems associated with Nigeria's current international image. The paper, therefore, recommends the strengthening of good governance and public diplomacy as a means of improving Nigeria's international reputation. These will eventually help attract FDI to the country so that it may develop economically and democratically.

"The thesis Forensic analysis of graphic trademarks aims at using insights from Multimodal Social Semiotics (MSS) in the pursuit of trademark counterfeiters. It proposes a method of comparative analysis of graphic trademarks, which is an improvement over the current state of the art in trademark practice, the so-called “assessment of likelihood of confusion”. In other words, the undertaking in the thesis falls within the overall scope of forensic science. More specifically, the thesis sets out to answer the question: “How can a Multimodal Social Semiotic approach to graphic form be made applicable in a forensic comparative analysis of two-dimensional graphic trademarks in order to make the assessment of likelihood of confusion more (i) systematic, (ii) precise, (iii) measurable and (iv) comparable”? The thesis concludes that, overall, MSS is very apt as a theoretical framework for such analysis. However, because of the stylistic nature of the similarities between the trademarks in many trademark infringement cases, and because MSS does not have the descriptive readiness for the expression plane of graphics, the thesis also concludes that MSS in its current state of development falls short of capturing the similarities and differences of the trademarks in the 12 cases of the corpus in a systematic, precise, measurable and comparable way. The thesis responds to this lack by developing a theory of the expression plane of graphics within the Hallidayian architecture of stratification. This entails the description of graphic expression at a diachronic, graphetic- and a synchronic, graphological stratum. Hallidayian “Systemic Functional Linguistics”, from which MSS and thus also this thesis has inherited its key heuristics, has been developed as a theory of language. In order to cater for the fact that trademarks are not language and have very different conditions for articulation and perception than language, the proposed graphetic and graphological approach to analysis of trademarks have been developed within an overarching ecosocial framework with the act of graphic articulation at the core. In the thesis, acts of graphic articulation are regarded as pivotal in graphic events at many timescales: The logogenetic “event of confusion”, in which a trademark is (potentially) mistaken for another trademark, the ontogenetic growth of graphic literacy in the individual and the phylogenetic emergence of graphic conventions. The setting of the suggestions for forensic comparative analysis within an ecosocial framework is precisely what makes them compatible with “the event of confusion” in trademark practice. The compatibility rests on the correlation of the event of confusion in trademark practice and the logogenetic event of social semiotics. In order to answer the research question, the thesis goes through a series of steps: Chapter 2, “Design of the Inquiry”, discusses certain aspects of the knowledge production of the thesis. The fact that the thesis straddles three very different fields of knowledge, (i) trademark practice, (ii) graphic design and (iii) MSS, poses a challenge, because each field has its own version of what trademarks are and how their function should be understood. Crucially, the discussion revolves around the event of confusion. The event of confusion is a concept proposed in the thesis in order to mark out a common ground, which can accommodate all three professional practices. It is the event during which someone is exposed to a trademark and either recognizes it or mistakes it. Traditionally, trademark practice has regarded what happens in the event of confusion as a psychological perception-event, which takes place in the minds of consumers. However, the thesis suggests regarding the event of confusion as a social, communicative event. This entails regarding the event of confusion as an event during which semiotic resources, which are shared by the communicating parties, are instantiated in an event of articulation as well an event of perception. Chapter 3, “State of the art”, gives a survey of semiotic approaches to trademarks based on selected literature. The aim is to determine whether previous descriptions of trademarks can provide a starting point for an analytical scheme, which is adequate for forensic purposes. Concentrating on literature from (i) trademark practice, (ii) marketing and branding theory and (iii) graphic design practice, it concludes that the typological nature of their models makes them unable to analytically capture the kind of differences and similarities in cases like the ones in the corpus of the thesis. Chapter 4, “Multimodal Social Semiotics”, gives a general introduction to the social semiotic paradigm and discusses the origin of MSS in Michaels Halliday’s SFL. The discussion revolves around the status of the communicative system in social semiotic theory. There are two fundamentally different ways of regarding the system, one diachronic ...

Pada tahun 2009, Pemerintah Indonesia mencanangkan slogan “Remarkable Indonesia”. Slogan ini merupakan bentuk dari pencitraan terhadap Indonesia untuk menunjang pariwisata, perdagangan, dan investasi. Sayangnya, menurut data yang dikeluarkan oleh FutureBrand, “citra negara” Indonesia justru mengalami kemerosotan semenjak slogan ini diterbitkan. Terjadi kesalahpahaman dalam memaknai “citra negara” yang dicanangkan oleh Simon Anholt pada tahun 1996 sehingga yang terjadi saat ini adalah negara-negara, termasuk Indonesia, justru sibuk mencitrakan negaranya ketimbang menyelesaikan permasalahan domestik sebenarnya akan memberikan citra positif bagi negara tersebut. Oleh karena itu, tulisan ini berusaha untuk mengkaji permasalahan terkait “citra negara” dan praktiknya di Indonesia.

The thesis Forensic analysis of graphic trademarks aims at using insights from Multimodal Social Semiotics (MSS) in the pursuit of trademark counterfeiters. It proposes a method of comparative analysis of graphic trademarks, which is an improvement over the current state of the art in trademark practice, the so-called “assessment of likelihood of confusion”. In other words, the undertaking in the thesis falls within the overall scope of forensic science.
More specifically, the thesis sets out to answer the question: “How can a Multimodal Social Semiotic approach to graphic form be made applicable in a forensic comparative analysis of two-dimensional graphic trademarks in order to make the assessment of likelihood of confusion more (i) systematic, (ii) precise, (iii) measurable and (iv) comparable”?
The thesis concludes that, overall, MSS is very apt as a theoretical framework for such analysis. However, because of the stylistic nature of the similarities between the trademarks in many trademark infringement cases, and because MSS does not have the descriptive readiness for the expression plane of graphics, the thesis also concludes that MSS in its current state of development falls short of capturing the similarities and differences of the trademarks in the 12 cases of the corpus in a systematic, precise, measurable and comparable way.
The thesis responds to this lack by developing a theory of the expression plane of graphics within the Hallidayian architecture of stratification. This entails the description of graphic expression at a diachronic, graphetic- and a synchronic, graphological stratum.
Hallidayian “Systemic Functional Linguistics”, from which MSS and thus also this thesis has inherited its key heuristics, has been developed as a theory of language. In order to cater for the fact that trademarks are not language and have very different conditions for articulation and perception than language, the proposed graphetic and graphological approach to analysis of trademarks have been developed within an overarching ecosocial framework with the act of graphic articulation at the core.
In the thesis, acts of graphic articulation are regarded as pivotal in graphic events at many timescales: The logogenetic “event of confusion”, in which a trademark is (potentially) mistaken for another trademark, the ontogenetic growth of graphic literacy in the individual and the phylogenetic emergence of graphic conventions.
The setting of the suggestions for forensic comparative analysis within an ecosocial framework is precisely what makes them compatible with “the event of confusion” in trademark practice. The compatibility rests on the correlation of the event of confusion in trademark practice and the logogenetic event of social semiotics.

In order to answer the research question, the thesis goes through a series of steps:

Chapter 2, “Design of the Inquiry”, discusses certain aspects of the knowledge production of the thesis. The fact that the thesis straddles three very different fields of knowledge, (i) trademark practice, (ii) graphic design and (iii) MSS, poses a challenge, because each field has its own version of what trademarks are and how their function should be understood. Crucially, the discussion revolves around the event of confusion. The event of confusion is a concept proposed in the thesis in order to mark out a common ground, which can accommodate all three professional practices. It is the event during which someone is exposed to a trademark and either recognizes it or mistakes it. Traditionally, trademark practice has regarded what happens in the event of confusion as a psychological perception-event, which takes place in the minds of consumers. However, the thesis suggests regarding the event of confusion as a social, communicative event. This entails regarding the event of confusion as an event during which semiotic resources, which are shared by the communicating parties, are instantiated in an event of articulation as well an event of perception.

Chapter 3, “State of the art”, gives a survey of semiotic approaches to trademarks based on selected literature. The aim is to determine whether previous descriptions of trademarks can provide a starting point for an analytical scheme, which is adequate for forensic purposes. Concentrating on literature from (i) trademark practice, (ii) marketing and branding theory and (iii) graphic design practice, it concludes that the typological nature of their models makes them unable to analytically capture the kind of differences and similarities in cases like the ones in the corpus of the thesis.

Chapter 4, “Multimodal Social Semiotics”, gives a general introduction to the social semiotic paradigm and discusses the origin of MSS in Michaels Halliday’s SFL. The discussion revolves around the status of the communicative system in social semiotic theory. There are two fundamentally different ways of regarding the system, one diachronic and one synchronic. The aim of this thesis, to develop a descriptive scheme for graphic form that is systematic, precise, measurable and comparable, is ultimately a synchronic venture. However, any synchronic, structural description entails a diachronic, dynamic analysis (cf. Lemke). As a result, the thesis proposes a theory of both diachronic graphetics and synchronic graphology.
Another important aspect of the system, which is discussed in the chapter, is the nature of the system’s environment. An increasing sensitivity to diachronically oriented explanations of the system’s architecture, which has led to an ecosocial understanding of the system’s relation to its environment, is a relatively new development in social semiotics. The thesis proposes to take the consequence of this development and suggests a revised model of stratification, which assigns an explicit place to “the body” in the system’s ecosocial environment.
Finally, the chapter discusses the nature of the typical objects of MSS study. Although they may include instances of language, frequently they do not. As a result, MSS objects of study tend to be fundamentally different from the linguistic objects studied in SFL. They are typically (although not exclusively) simultaneously rather than sequentially constituted.  One consequence of this difference is that – although MSS is derived from SFL – its focus has shifted and has become, in a sense, inherently paradigmatic in the way it models the system. Because of this, many MSS theoreticians favour a descriptive architecture, which does not accommodate the concept of “duality of patterning” in the same way as SFL does. However, the thesis proposes to renegotiate the concept of duality of patterning, taking paradigmatic choice rather than syntagmatic sequence as the point of departure for the second articulation of meaningless but meaning-differentiating differences.

Chapter 5, “Shortcomings of MSS”, carries out an analysis of one case from the corpus of the thesis (Nike, Inc. vs. Li-Ning Company, Inc.) in order to substantiate the hypothesis that state of the art MSS has no descriptive readiness for graphic form and, as a result, will fall short of explaining the differences and similarities of the cases in the corpus.

Chapter 6, “Graphetics”, explores a diachronic approach to graphic expression. The resulting theory of graphetics pivots around the concept of “the event of articulation”. The notion that a trademark, which is perceived in the event of confusion, is the material trace of a prior event of articulation is crucial to the way the thesis proposes to improve the assessment of likelihood of confusion.
At the core of “the event of articulation” is, of course, the concept of graphic (or indeed multimodal) “articulation” inspired by the linguistic study of articulatory phonetics. However, a new definition of articulation is needed because the object of study is not language. Ideally, because the theoretical frame is MSS, such a definition should be able to capture any articulation of any signifier in any semiotic modality. Therefore, the thesis defines articulation as an event, which occurs when a performer acts bodily to manipulate the material substance of a semiotic mode as an effect of his communicative intent. This concept is different from the linguistic one. The linguistic study of articulatory phonetics is based on a localized, substance-ontological, synchronic and general description of the human vocal tract, which makes sense because the various organs of the vocal tract can produce distinct sounds that distinguish linguistic meanings. However, a given graphic form can be produced in countless different ways using many different parts of the body. Therefore, the thesis proposes a non-localized, process-ontological, diachronic and individual view of the body as the point of departure for the concept of multimodal articulation. Such a concept of articulation must factor in the affordances and restrictions for action presented by both the body and the various substances manipulated in an act of articulation, as well as the way the body interfaces with them. Chapter 6, discusses “the body”, “tools” and “substances” as sources of affordance for articulation.

Chapter 7, “Graphology”, explores a synchronic approach to graphic expression. It is the thesis’ primary response to the requirements set forth by the research question. The proposed theory of graphology pivots around the concept of paradigmatic choice relations. The chapter asks which formal choices, or structural variables, are available to us when we make graphic meaning. The chapter has three sections. The first one proposes a rudimentary method of analysing the simultaneously constituted graphic structure. This is necessary because it is virtually impossible to discuss structural choice potential without reference to instantiated structure. The second and third sections focus on two crucial aspects of formal properties of graphics;...

Bu çalışmada kamu diplomasisi perspektifiyle en etkili yumuşak güç unsurları arasında sayılan sporun stratejik değeri irdelenmiştir. Çalışmanın sorunsalı, bir yumuşak güç unsuru olarak sporun, Türkiye’nin ülke markası inşasında nasıl bir yere sahip olduğudur? Sporun ülke markası inşasında nasıl bir rolü olduğu dünyadan önemli örneklerle birlikte Türkiye özelinde tartışılmıştır. Spor organizasyonlarının ve sportif başarının yumuşak güç unsuru olarak kamu diplomasisinin araçları olduğu fikri üzerinde durulmuştur. Spor diplomasisinin turizm, ilişki inşa etme süreci ve yer markalaşması açısından önemine değinilmiştir. Türkiye'nin insan kaynağı, jeopolitik konumu, tesisleşmesi ve spor potansiyeli bağlamında yumuşak güç unsuru olarak spor alanında nasıl bir vizyona sahip olması gerektiği yönünde bir rehber sunulmuştur. Çalışmada teorik bilgiye ulaşmak için literatür taraması tekniği kullanılmıştır. Türkiye’nin ev sahipliği yaptığı spor organizasyonlarıyla Türk sporcularının ve takımlarının uluslararası seviyede kazandığı başarılara ulaşmak için çevrimiçi kaynaklar incelenmiştir. Çalışma sonucunda Türk sporcularının sportif başarısı ve olumlu imajı uluslararası medyada Türkiye’ye yönelik negatif algının restore edilmesinde kritik rol oynadığı görülmektedir. Sürdürülebilirlik ekseninde Türkiye'nin 'spor ülkesi' imajına sahip olabilmesi için uluslararası spor organizasyonlarına ev sahipliği yapması gerekmektedir. Ayrıca Türkiye’nin uzun vadede UEFA ve FIFA’nın düzenlediği Avrupa ve Dünya Futbol Şampiyonalarına ev sahipliği yapması en önemi vizyonu olmalıdır. Spor diplomasisinin Türkiye'nin ülke markalaşmasında, turizmde, diplomatik anlamda ilişki inşa etme sürecinde ve yer markalamasında önemli rol oynayacağı düşünülmektedir. Türkiye'nin yapısal ve fiziksel sorunlarını çözmesi gerektiği kanaatine varılmıştır. Bu doğrultuda Türkiye, spor bilincini oluşturduktan sonra ülke markalaşması sürecinde sporun birleştirici gücünden ve popülaritesinden faydalanması önerilmektedir.

Country branding (also known as nation branding) is actually nothing else than the technical application of branding for countries in order to improve the reputation of the country, thus attracting more tourists and investors, improving export, etc. – in other words, resulting in greater competitiveness and more money. In the past two decades, country branding has become a hot topic: country image centres and country brand councils have been created throughout Europe and the world. Their task is the same everywhere: to position the country, distinguish it from ”competitors”, create a uniform brand strategy, and coordinate the various messages about the country in a certain sense. One of the important elements of this branding activity is the visual identity guide defining the logo and colours used by the country and the basic visual implementations used in most frequently used offline and online communication tools. Although visual identity guides are extremely useful, we have to admit that they mostly serve as an aid for advertising agencies designated to country branding, helping them to create
country advertisements that are as consistent visually as possible. However, if we want to achieve a greater impact involving the citizens in the promotion of their country, we need more: a so-called brand book. This tool also provides guidance verbally: it tells the “story” of the
country – what are its typical attributes, why is it special, what is its character, what values does it represent, what messages does it communicate, and how – more precisely, how it should communicate in order to have maximum impact. Therefore, such a publicly available brand book may also be considered a knowledge centre or a knowledge management tool. The present article provides countries with advice on this topic through an analysis of the brand books of Estonia and Finland. The two countries were selected for several reasons. First, both countries created a well-devised and complex system that is easy to use. Second, their brand building is characterized by a lot of creativity from word games to emojis. Third, their identity building has a digital focus, providing state-of-the-art solutions. Fourth, they particularly encourage citizens to “engage” in the building of the country brand.

Immár két évtizede annak, hogy megjelent az országmárka, illetve az országmárkázás fogalma a nemzetközi szakirodalomban, majd vette át a magyar marketing akadémiai szféra, és 2009-ben a gyakorlat, az Országmárka Tanács létrehozásával. Az országmárkázáson kívül azonban más fogalmak is időről időre megjelennek a szakirodalomban: a nemzetmárkázás, az állammárkázás, a helymárkázás, a desztinációmárkázás, a lokációmárkázás, a területmárkázás vagy éppen a régiómárkázás. Sőt, a márkázást érő kritikák miatt olyan terminológiákkal is találkozni, mint a puha hatalom, az országimázs-menedzsment, a nemzetireputáció-menedzsment, a nyilvános diplomácia, valamint a versenyképes identitás. A tanulmány ezeket a fogalmakat rendszerezi, illetve arra keresi a választ, hogy mire hasonlít legjobban egy ország márkázása: egy termékére, egy szolgáltatáséra, egy vállalatéra, vagy netán másra? Egyáltalán milyen technikák adaptálhatóak a márkázás világából az országokra?

On 15 June Denmark, possibly joined by Estonia, will celebrate the eighth centenary of the fall of the Danish national flag, Dannebrog, on the same day in 1219 at the Battle at Lyndanise in present-day Tallinn, when the appearance of Dannebrog, descending from the sky secured the Danes victory over the pagan Estonians. In reality, if that is the right word, the event took place eleven years earlier, at a more modest location in Estonia, Viljandi (Fellin), but the effect was the same: from a threatening defeat the appearance of the Dannebrog saved the Danes from an immediate defeat in their and German crusaders’ joined attempt to conquer and Christianise the pagan Estonians. At least that is how the story is told in a Latin source known to Danish antiquarians at the beginning of the 16th century. Already at that time, disbelieving renaissance historians transferred the descent of the flag from 1208 and Viljandi to the better known and, as it turned out, more successful Battle at Lyndanise in 1219, hence our celebrations. An English translation, without the illustrations can be read in Bysted, Jensen, Jensen & Lind, Jerusalem in the North. Denmark and the Baltic Crusades, 1100-1522, Outremer vol. 1 ( Brepols 2013), pp 205-09: ‘The Legend of the Flag’).

Luis Vidal explica en su libro, mediante un lenguaje preciso y claro, como formar una nueva generación de relaciones entre los países mediante la Cultura Pop de ellos. Es enriquecedor que el autor brinde consejos para el caso peruano, debido al alarmante desinterés que parece consumir a los gobiernos nacionales sobre temas culturales desde siempre, más allá de la creación del Ministerio de Cultura.

Recent years have seen the emergence of relational approaches to public diplomacy and public relations. The adoption of approaches that emphasize the creation of relationships between organizations and stakeholders have also been advocated by nation branding scholars. Thus, relational approaches can serve as a link between all three fields. An additional link is lack of clarity when using the terms “dialogue” and “engagement”. This study attempted to further to investigate the association between nation branding, public diplomacy and public relations by evaluating the manner in which the US State Department branded America on its Facebook channel during January of 2016, and by conceptualizing and measuring the State Department’s use of “dialogic engagement”. A comparison between America’s 2016 Selfie, and that evaluated in 2013, demonstrates that the State Department is narrating a consistent and coherent national brand and is adept at integrating everyday events into that national brand. By so doing, the State Department maintains a consistent voice and matches words for deeds thus facilitating the creation of relationships with Facebook followers. However, results also suggest that the State Department fails to provide any opportunities for dialogic engagement. Thus, it is lack of dialogic engagement that links all three fields.

This study is about re-consideration of South Korea Cultural Diplomacy. Today, the international community has focused on public diplomacy utilizing soft power, in the case of Korea is focusing on not only cultural diplomacy, also establishing strategies for enhancing the national brand at the same time. By diplomatic relations between the countries is improving the national image through an understanding of the country on the basis of mutual understanding, the importance of 'cultural exchange' in that it can enhance the country's competitiveness through culture is emphasized. Based on this work and the importance of the Korea Culture Center it is located on each overseas has emerged gradually.
In this thesis, first, to explore the cultural diplomacy of Korea looked cultural policy and the policy of South Korea national brand. In addition, I analyzed Ministry of Culture, Sports and Tourism’s cultural exchange programs and main task of the Information Service to look into the current flows. London and Paris Korea Cultural Center (KCC)’s program of 2011-2014 in Europe were chosen for objects of this study and then identified material characteristics. First, the type and the content of the main program, there is a difference between each countries’ cultural center and second, increasing the number of main programs and other events that reflect cultural characteristics of the region, and the third, the KCC to promote the positive image of Korea related to local area festivals and the support and participation.
Based on the characteristic of the KCC program, I derived as follows. First, the cultural diplomacy of Korea in the form of traditional diplomacy of the 20th century, lies in the process of being converted into the form of the new public diplomacy today. Second, to promote the national brand should appear to the nature of the cultural exchange program. Currently ongoing Korea Overseas Cultural programs for the purpose of cultural exchanges are gradually increasing the number of times the program, but those are still lack. Rather than just promoting culture, it can enhance the national brand and national image through a program that is in progress on the basis of mutual understanding. Therefore, it should be conducted frequently to develop such programs over time.

The concept of brand has been widely used for products and services, but the idea of tourism destination branding is relatively new. Tourism destination can also be seen as brand. Brand of tourism destination is its core or DNA which defines its character, and differentiates one destination from another. This study explores national brand and its competitiveness, based on a case study of well-known Mediterranean destination of Croatia. The case study also aims to show how brand of Croatia is listed on the international market, and what can be done to make it stronger. Moreover, the paper shows which are the elements of Croatian brand. Empirical part of the study tries to confirm findings of the case study, and examines power and recognition of the brand of Croatia among Croatian tourist. The research shows that in a just few years Croatia has managed to create successful brand, based on tourism and its promotion. It is also obvious that Croatia cannot compete with multinational brands on the international market, so "national brand" represents only way to assure competitiveness of national products, services, values and cultural heritage.

Maybe some American tourists turned a blind eye to that reality (as is the case nowadays in many resorts in developing countries, which are strategically isolated from the poor conditions surrounding). But it is not illogical to consider that some others might have reported the real conditions they saw when returning to the U.S. It is probably safe to assume that the propagandistic messages received a warmer reception among American conservative sectors, as illustrated by Rosendorf with the examples of Conservative Republican luminaries such as William Buckley, Jr. and Russell Kirk. There were, however, other Americans who were more reluctant to swallow that propaganda. The legacy of the participation of the volunteers of the Abraham Lincoln Brigade in the Spanish Civil War, and a kind of “guilty remorse,” associated with the Roosevelt administration’s assumption of a neutrality policy, made many Americans perceive the defeat of the Spanish Second Republic as a “wound in the heart.”18 For those who felt that way, the geopolitical accord with Franco in 1953, which allowed the establishment of U.S. military bases in the Iberian country, was likewise disappointing. For instance, political or labour union leaders such as Norman Thomas, Walter and Victor Reuther, and even the Catholic president of the AFL-CIO, George Meany, showed a resolute rejection of the mermaid singings of the Caudillo.19 Their campaigns in favour of the Spanish republican exiles and against the political repression in Spain might have obscured the public-relations operations to ‘whitewash’ the Spanish dictatorship. Which group was more successful in influencing American society as a whole, and the White House in particular, has not yet been fully established.
By the same token, one could wonder what movies more influenced Americans’ thinking, those produced by Stanley Kramer and Samuel Bronston20 under the auspices of the Caudillo, or those shot without that Francoist patronage, like the adaptation of Ernest Hemingway’s For Whom the Bell Tolls. This last was released in 1943, portraying a decidedly unfavourable image of Franco.

"After 1870, Berlin grew into a huge metropolis and soon longed for a world exposition just like the ones London, Paris, Brussels, Philadelphia and Chicago had hosted. Civic leaders and business lobbyists besieged the Imperial government, but neither the Kaiser nor Bismarck and his ministers got enchanted with the idea. Left to their own devices, Berliners arranged for a supposedly "local" commercial fair, dubbed the 1986 Great Industrial Exposition. Huge in any dimension and attempting to attract international visitors, it defied the national government's resistance to a world fair. It was an exercise in modern and professionalized great project and world event communications.

GERMAN/DEUTSCH - Eine Weltausstellung in Berlin! Die Idee faszinierte die junge Reichshauptstadt. Doch Kaiser und Regierung sagten nein.
Schlagwörter: Berliner Gewerbeausstellung, Elektropolis, Expo, Fundraising, Frankreich, Großbritannien, Handel, Industrie, Interessenvertretung, Kolonialismus, Lobby, Made in Germany, Metropole, Plakat, Pressearbeit, Protektionismus, Schutzzollpolitik, Spenden, Verbände, Weltausstellung, Zeitungen
Organisationen: Auswärtiges Amt, Centralverband Deutscher Industrieller (CDI), Handelskammer, Hansabund, Verein Berliner Kaufleute und Industrieller (VBKI)
Unternehmen: AEG, Dresdner Bank, Siemens
Personen: Leo von Caprivi, Alexander Geppert, Ludwig Max Goldberger, Ludwig Sütterlin, Wilhelm II.
Publikationen: Berliner Lokal-Anzeiger, Officielle Ausstellungs-Nachrichten, Reichsanzeiger
"

Romania’s country image is one of the most controversial topics in the media over the past few years. Soon after the fall of communism in 1989, this issue became part of the public debate about the international perception of Romanian people, about the ways in which Romania is depicted in the international press, or about the country’s position in the process of Europeanization. In this context, the paper focuses on 53 news articles on Romania’s nation brand and on the national image building problem in four newspapers (Adevărul, Gândul, Jurnalul Național, Dilema Veche), published during January 2011 – March 2014. In so doing, a social-constructivist approach is employed, by combining qualitative content analysis (Schreier, 2012) with media frames analysis (Entman, 1993). The results show that four dominant frames emerge: nationalism (discourses on national identity used by the journalists), neoliberal commercialism (the marketability of nation branding initiatives), cultural values (culture as a practice involved in promoting a country), and country image (the public image of Romania internationally) frames. The Romanian journalistic discourse is built on evaluation strategies, insisting on political responsibility. https://www.edusoft.ro/brain/index.php/brand/article/view/761/869

This paper analyze  the  importance of valuing micronarratives of foreigners (especially of the cubans) who live in Brazil for the formation and reformulation of their individual identity like as immigrants, as well as verify their contribution to the formation of identity and  Brazil country brand. For this, they show the different ways of view at Brazil country brand , from outside and from within, according to the cubans; analyzes of the cubans resident micronarratives in Brazil through the results of a pilot research and analyzes some of the cultural barriers to communication faced by immigrants. We used the theoretical and practical method with qualitative and quantitative techniques such as literature review, participant observation, interviews and questionnaires. Among the results highlight the diagnosis of cultural barriers to communication faced by cubans resident in Brazil, as they see theBrazil country brand. These results indicate that there are elements of country brand that Brazil can be counted otherwise, based on the micro-narratives of regular people. Also there are positive attributes of Brazil country brand that are still little explored in the media.

Nation branding has become a prominent but controversial field of study and practice, drawing the attention of a diverse variety of disciplines. Not everyone is convinced that branding nation is an innovative idea, or, indeed, possible. The differing views are due to people's varying perspectives on the given topic, but they also depend on their profound ontological beliefs and principles. As nations, there is no universal model for a nation-branding strategy. Countries are engaged in nation branding and continue to investigate various tactics to achieve their nation-brand target. In this paper, will look at the principals and essential elements of nation branding.

La reciente película "Magia Salvaje" ha dado cuenta de la extraordinaria belleza de la naturaleza colombiana, rea rmándola como identidad nacional. De la misma manera hace unos años una fundación colombiana elaboró un decálogo de razones por las cuale

When the post-war relationship began, Spain was an unlikely candidate for American influence. By the end of the 30s, the Franco dictatorship had adopted Fascist symbols and made common cause with the Axis nations. In 1948, Cold war concerns prompted a slow rapprochement in between Washington and Madrid, leading to the instauration of U.S. military bases in Spanish territory. Both countries had done a political conjuring trick and formalized a marriage of convenience. This volume examines the several US public diplomacy strategies to accomplish an almost impossible mission: to keep a warm relation with a friendly tyrant without drifting apart from Spanish opposition to the dictatorship, and eventually to pave the way for transition to democracy.

Sport – jako zjawisko społeczne – towarzyszy ludzkości od czasów starożytnych. Idea szlachetnej rywalizacji, przyświecająca organizacji wielkich zawodów sportowych, początkowo przejawiała się w rozbudowanym ceremoniale i w nagradzaniu zwycięzców przede wszystkim w formie powszechnego uznania ich zasług. Z tej tradycji idea olimpijska czerpie zresztą do dziś. W czasach nowożytnych element sportowy i rywalizacyjny, jako główna przyczyna organizacji wielkich imprez sportowych, zostaje jednak uzupełniony o interesy państw-gospodarzy i profity, jakie z tego tytułu może czerpać podmiot w stosunkach międzynarodowych. Wszakże w znaczeniu autotelicznym sport może być zdecydowanie samoistny, tzn. nie musi podlegać innym celom niż te, które nie ograniczałyby jego istoty czy też obniżały jego wartość. Jednakże, w ujęciu heterotelicznym, sens jego istnienia związany bywa na stałe z formułowaniem celów pozostających jak gdyby poza nim. Przez to sport tak interpretowany może być traktowany jako narzędzie do osiągania innego – często nadrzędnego względem niego – celu . Tryb w jakim przyznawane jest prawo do organizacji owych imprez oraz nowe formy budowania siły wśród państw sprawiły, iż dziś funkcją wielkich zawodów sportowych jest nie tylko sportowa rywalizacja, a zwiększenie prestiżu kraju na arenie międzynarodowej.

In this cross-sectional study, Danish and Polish societies are considered as partners and neighbours. Although there always was rationale for slackening of the mutual cultural communication between Denmark and Poland, furthermore, a great deal of temporaries labour under a misconception of Poland as a land with rather poor connection with the Baltic Sea. The author casts light on it having found a departure point in the episode taken from the history of culture. This case relates to the Polish national anthem, in which landing on a Danish isle during the Second Northern War has been commemorated. Also, it evokes much more multidimensional and multidiscipline data from different times, though an interpretative accent lays still on Polish-Danish relation itself.

The thesis focuses on establishing the current situation and practices in the field of public diplomacy and national branding in the Republic of Macedonia. The general overview created through the application of the international standards and success factors in these two areas on the Macedonian case, can serve as a starting point in the creation of an overarching public diplomacy strategy that will include a plan for national branding. The key objective of this thesis is to determine if and how public diplomacy and national branding can support the accomplishment of the strategic goals of the Macedonian foreign policy, but also to which extent they can serve as an internal integration factor through their influence over the construction of the country’s image, or its national brand.

Idea brandingu narodowego, a więc marketingowa koncepcja traktowania kraju jako podmiotu rynkowego umożliwiająca budowanie jego marki analogicznie do biznesowego kreowania marek firm czy produktów, w krótkim czasie stała się powszechnie obowiązująca w wielu krajach świata. Popularność brandingu narodowego nie jest efektem chwilowej mody czy też wzajemnego kopiowania działań podejmowanych przez poszczególne państwa, ale wynika z oczywistych korzyści w zakresie budowania przewagi konkurencyjnej, które uzyskują kraje posiadające i realizujące własne strategie brandingowe. Liczne i rozproszone grupy odniesienia charakterystyczne dla programów budowania marek narodowych determinują bogactwo sfer narzędziowych, z jakich korzysta branding narodowy. Oprócz tradycyjnych form komunikowania społecznego i marketingowego ważną rolę pełni dyplomacja publiczna – narzędzie o szerokim spektrum oddziaływania stanowiące specyficzną formę komunikowania międzynarodowego. Niniejszy artykuł przybliża isto...

The music world has had its share of Internet-led shake-ups. Digital piracy and the advertisement rules of platforms like YouTube are major concerns. But there are also opportunities: online marketing, arts education, cultural awareness, and nation branding are particularly notable. How can development practice take advantage of these opportunities? This discussion stresses (1) giving artists the capability to use the Internet effectively; (2) prioritizing open Internet access, especially in rural areas; (3) considering strong antitrust provisions in media ownership; (4) granting such provisions as solar tax credits to artists or creative businesses where needed; (5) targeting cultural elements that may inhibit Internet access for female artists; (6) promoting intellectual property training; and (7) creating a platform that carries traditional music for development.

Las percepciones sobre la política exterior de los Estados Unidos están rodeadas de mitos y estereotipos. En mayo de 2003, todavía bajo la impresión de los atentados contra las Torres Gemelas, Tony Judt deploraba el éxito de que disfrutaba en Francia un libro del periodista Thierry Meyssan, en que cuestionaba la veracidad del ataque contra el Pentágono el 11 de septiembre de 2001: "En Francia -escribía-existe una audiencia para las teorías más paranoicas sobre Estados Unidos" 2 . España no se queda a la zaga, como pone de manifiesto el hecho de que en 2009, el periodista y escritor Javier Cercas daba por descontada, en su Anatomía de un instante, la aquiescencia, si no la implicación, de Estados Unidos ante el golpe de Estado del 23-F: "nadie dejó de entender lo único que podía entenderse: que Estados Unidos aprobaba el golpe y que, si éste acababa triunfando, el gobierno norteamericano sería el primero en celebrarlo" 3 . La difusión de ambas obras pone de manifiesto la necesidad de actualizar los estudios históricos en torno a la actuación internacional de Norteamérica, de manera que se ciñan a las evidencias documentales disponibles, y huyan de las típicas aproximaciones dicotómicas.

This pirated edition was lifted from ’Da flaget faldt fra himlen. Legenden om Dannebrog’ in the popular history magazine, Alt om Historie 2005. This, in its turn, was based on the chapter on the Danish Crusades to Estonia in Lind, Jensen, Jensen & Bysted, ‘Danske Korstog - Krig og Mission i Østersøen’ (2004, 20062, pp.211-15; English version: Jerusalem in the North. Denmark and the Baltic Crusades, 1100-1522, (2013), pp 205-09: ‘The Legend of the Flag’).

The notion of the Danish flag, Dannebrog, descending from heaven to save Danish crusaders from defeat at the hands of Estonians at Lyndanisse (Tallinn) on 15 June 1219, often mentioned as a legend or a myth, is central to the national self-image of Danes and Denmark. It is, however, neither a legend nor a myth, but a result of a misconstruction, traceable step by step, by Danish renaissance historians of a source which is still known to us. According to this souce, when the Danes, in 1208, fought Estonians at Viljandi (Fellin), a flag called Dannebrog and signed with a white cross on a woollen cloth fell from the skies while a voice divulged that when the flag was raised high in the air the Danes would win a complete victory.

Because our renaissance historians knew multiple yearbooks and chronicles describing how Danes in fact had conquered (part of) Estonia after a famous victory in 1219 at Lyndanisse, they distrusted the 1208-source and annulled the battle at Viljandi in 1208 but transferred the well-timed heavenly intervention from 1208 and Viljandi to Tallinn in 1219.

Undoubtedly, neither this unauthorized publication in Militærhistorie nor its present upload on academia.edu will change the situation: Danes, especially those working in the tourist and event industry or adhering to populist right-wing parties, will continue to cherish the notion of a descending Danish flag, landing at the monument of the event in the King’s Garden in Tallinn 15 June 1219. This notion will no doubt be as difficult to get rid of as the similar misconception, cherished by the same groups, but regrettably joined by part of the scholarly(?) community, that Vikings in the Viking Age had anything in particular to do with Scandinavians. Which, of course, they did not!

Статья "Вопросы систематизации терминологии в сфере брендинга и рекламы" посвящена систематизации существующих видов услуг и продукции рекламных агентств. Автор приводит варианты классификации и рубрикации рекламной и сувенирной продукции, которые могут быть полезными бренд-менеджерам и менеджерам по рекламе. Материал публикуется по лицензии (CC) BY-SA 4.0.

Artykuł stanowi próbę pokazania możliwości interpretacyjnych, jakie oferują polskie studia postkolonialne w wariancie postzależnościowym, do analizy problemów związanych z budowaniem „miękkiej” siły Polski, a szczególnie kształtowaniem jej wizerunku w Europie i świecie. Opierając się na ustaleniach teoretycznych Tomasza Zaryckiego, autorka charakteryzuje relacje centro-peryferyjne oraz wskazuje długotrwałe uwarunkowania strukturalne, jakim podlegają kraje Europy Środkowo-Wschodniej, w tym Polska. Następnie, wykorzystując materiał historyczny z okresu międzywojennego, przedstawia dwie podstawowe strategie konstruowania reprezentacji polskiej tożsamości kulturowej na potrzeby międzynarodowej publiczności. Pierwsza z nich polega na podkreślaniu peryferyjnej specyfiki, a więc tożsamości narodowej i jej korzeni, a druga – na „okcydentalizacji”, czyli eksponowaniu historycznych związków z kulturą Europy i modernizacji na wzór zachodni. W zakończeniu autorka stwierdza, że polska dyplomacja kulturalna do dziś opiera się na tych dwóch strategiach, przy czym obecnie pierwsza z nich wiąże się z pojęciem „etnodizajnu”, a druga – marki narodowej.

The article is an attempt to demonstrate opportunities for analysing the constructing of Poland’s “soft” power, especially the image of Poland in Europe and the world, arising from Polish post-colonial studies, in particular its post-dependence variation. Basing on Tomasz Zarycki’s theory, the author discusses centre-periphery relations with focus on long-term structural conditions affecting Poland and other Central-Eastern European countries. Using historical materials from the inter-war period, she characterises two basic strategies of constructing representations of Polish cultural identity aimed at the international public. One consists of exposing peripheral specificity, primaririly national identity and its roots. The other “occidentalises” it, demonstrating connections with the past and present of the Western civilisation, mostly European cultural traditions and modernisation. In the conclusion the author argues that contemporary Polish cultural diplomacy still relies on these two strategies, the former being associated with the concept of “ethnodesign” and the latter – a national brand.

The work practices at a cultural diplomatic post are intriguing, particularly when seen as part of the global political relations and the international cultural policy (ICP) of a country. One of the central themes within the field of cultural policy is the relation of policy to practice. In this thesis that theme is examined within a specific case: the translation of Dutch governmental cultural policy into the practices of the Consulate General of the Netherlands in New York (CGNY). This diplomatic post reflects an ambiguous relationship between the policies and practices: on the one hand, the ICP as formulated by the Dutch government and the strategic plan for the diplomatic post, and on the other hand the practices of CGNY. This study provides an analysis of the practices of CGNY.

Romania’s country image is one of the most controversial topics in the media over the past few years. Soon after the fall of communism in 1989, this issue became part of the public debate about the international perception of Romanian people, about the ways in which Romania is depicted in the international press, or about the country’s position in the process of Europeanization. In this context, the paper focuses on 53 news articles on Romania’s nation brand and on the national image building problem in four newspapers (AdevAƒrul, GA¢ndul, Jurnalul NaE›ional, Dilema Veche), published during January 2011 – March 2014. In so doing, a social-constructivist approach is employed, by combining qualitative content analysis (Schreier, 2012) with media frames analysis (Entman, 1993). The results show that four dominant frames emerge: nationalism (discourses on national identity used by the journalists), neoliberal commercialism (the marketability of nation branding initiatives), cult...

New Zealanders were presented with the opportunity to change the
national flag and opted to retain the current New Zealand flag,
despite arguments that it was unable to reflect national identity
adequately. This article unpacks the particular version of national
identity constructed in discourse in the infographic, Our Nation.
Your Choice. which was released prior to the final referendum that
determined the outcome of the Flag Consideration Project. We
used Fairclough’s (1992. [Discourse and social change. Cambridge,
England: Polity Press]) critical discourse analysis to examine the
discursive construction of national identity by the Flag
Consideration Panel that oversaw the process. The authoritative
assertion of national identity on behalf of New Zealanders
emphasised inclusiveness and unity by acknowledging cultural
diversity. Biculturalism was confined to an old understanding of
New Zealand identity while the ideology of multiculturalism, not
yet officially implemented, was positioned as common-sense.
There was a focus on situating New Zealand in a global context to
distance New Zealand from colonisation and connection to
Britain. The positive, cohesive conceptualisation of New Zealand
suggested that the Flag Consideration Project was, in fact, an
exercise in re-positioning New Zealand in the global context, in
which the national flag would represent the national brand rather
than contribute to national identity.

By accident, the world-famous brewery Carlsberg became a central force in global marine science during the first three decades of the 20th century. Within a core group of scientists and managers, Johannes Schmidt (1877-1933) was the key figure combining the efforts of the International Council for the Exploration of the Sea (ICES), the Danish state and several private companies. Launching 26 oceangoing expeditions Schmidt made landmark discoveries such as the breeding ground for the Atlantic eel in the Sargasso Sea. The scientific frontier was pushed literally kilometres into the deep sea and across the World’s oceans. While the formal North Atlantic Empire of the small state of Denmark was in decline, an informal empire of science was erected instead.

The work practices at a cultural diplomatic post are intriguing, particularly when seen as part of the global political relations and the international cultural policy (ICP) of a country. One of the central themes within the field of cultural policy is the relation of policy to practice. In this thesis that theme is examined within a specific case: the translation of Dutch governmental cultural policy into the practices of the Consulate General of the Netherlands in New York (CGNY). This diplomatic post reflects an ambiguous relationship between the policies and practices: on the one hand, the ICP as formulated by the Dutch government and the strategic plan for the diplomatic post, and on the other hand the practices of CGNY. This study provides an analysis of the practices of CGNY.

(135) Or perhaps the international help that the Mezcalense people never received? Mezcalenses seem to like “capitalism.” However, this is a particular form of capitalism, one where free-market actually does not seem to exist. The data points out that comuneros actually “want tourism, but as long as [they are] the owners [, that they] support the gas station, [. . .] the hotels, restaurants, huts, everything, as long as [they] handle them [all].” (155) It would be a rather interesting form of “free” market, where all sectors and businesses in that local economy are monopolized by the people of Mezcala. I would have liked the author to guide us through this apparent contradiction. All in all, a very interesting book which should find an eager audience among social scientists, members of academia, and non-academic readers alike, as well as the “manifold communities navigating [the] geographies of power.” (208)

Cultural diplomacy always links to and often overlaps with soft power and public diplomacy. Thus, the three notions have entered the lexicon of International Relations, and have become standard terms in foreign policy thinking. Drawing on the conceptualization of cultural diplomacy, this article examines the features, structure, actors, and possibilities of Turkey’s foreign cultural strategy. Specifically, it focuses on an analysis of the double dimension of Turkish cultural diplomacy, the high-culture, and the pop-culture, asserting that the success of the latter has allowed Turkey to limit the damage to its soft power caused by domestic political turmoil. Furthermore, the research aims to highlight how Turkey has used culture as a resource for its diplomacy –useful for strengthening relations with other countries, enhancing cooperation, and promoting Turkish interests abroad.