National branding take some comparative advantages for countries. In a globalized world countries must manage and control their branding if they are to compete effectively with other countries. Buckingham Communication’s nation branding concerns the application of branding and marketing communications techniques to reshape the international opinion of a country. Nation branding is in fact a cross-cultural communication process which very much resembles the advertising process: awareness –attraction– preference. The crucial question is what messages are sent under what circumstances, who received them and how the messages are interpreted.
Soft Power and national branding are two closely linked concept. National branding concerns how a nation as a whole presents and represents itself to other nations whereas public diplomacy is a subset of nation branding that focus on the political brand of a nation. In light of the discussed arguments, one could assume that nation branding is inextricably linked with public diplomacy under the wider spectrum of the concept of soft power.
Creating A More Favorable Image for Countries
However, as in contrast to traditional soft power tools such as public diplomacy, it makes explicit use of marketing and public relations techniques to reach its aims. Definitely, a new game in international politics is emerging about image and reputation. Buckingham Communication’s nation branding provides the state a useful soft power approach in order to create its desired international influence in the international arena. Nation branding can be an important tool in the development of a nation’s soft power.
A successful nation branding campaign will help create a more favorable image among the international audience thus further enhancing a country’s soft power. Branding a nation is much more than just finding a catching slogan or window-dressing but requires the study of a nation’s soft power sources in order to exploit them effectively to promote the national image.
Managing Country Image on Eyes of Foreign Audience
Countries use all tools for competitive advantage in global knowledge age. For this reason, they constantly update their branding strategies. Along with developed countries, developing countries also use branding strategies. Each country’s strategy varies depending on its objectives and resources. However, recent strategies are progressing with a focus on information and technology.
Country brand value is an important aspect of power. All countries want to manage country image on eyes of foreign audience. For this reason countries are leading the well and rich aspect of their countries. But countries cannot be marketed like a product. Brand values of countries consist of historic, sociologic and cultural heritage of countries.