Abstract
This paper is an attempt to obtain an overview of the term ‘nation branding’. It identifies three different groups or positions on nation branding. The paper discusses how and why it can benefit a nation to use the tools of branding to support a nation's brands. The paper introduces a basic model of a nation's influencers and how that model can be used to identify communication channels and problems and solutions in the competitive battle among nations. Iceland is used as a conversation piece and there is a brief discussion of why Iceland should consider nation branding as described in this paper to protect and support its brands.
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Gudjonsson, H. Nation branding. Place Brand Public Dipl 1, 283–298 (2005). https://doi.org/10.1057/palgrave.pb.5990029
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DOI: https://doi.org/10.1057/palgrave.pb.5990029