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The Art of Nation Branding

National Branding Value and the Role of Government and the Arts and Culture Sector

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Abstract

Nation Branding refers to the application of “marketing communications techniques to promote a nation’s image.” Past literature has recognized the arts and culture sector as an effective way in improving a country’s image. This paper explores the relationship between a nation’s arts and culture sector and its brand value, and investigates the role of government in this relationship over 50 countries. We find that while both arts and culture sector and dedicated ministry of culture correlated with a country’s brand value, the presence of a ministry diminished the effects of the arts and culture sector on brand value.

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Author information

Authors and Affiliations

  1. Department of Public Policy and Public Affairs, University of Massachusetts Boston, McCormack Hall 3-422, 100 Morrissey Blvd, Boston, MA, 02125-9939, USA

    Michael J. Ahn

  2. Department of Public Policy and Public Affairs, University of Massachusetts Boston, McCormack Hall 3-435, 100 Morrissey Blvd, Boston, MA, 02125-9939, USA

    Hsin-Ching Wu

Authors
  1. Michael J. Ahn
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  2. Hsin-Ching Wu
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Correspondence to Michael J. Ahn.

Appendix

Appendix

Appendix 1: Country RepTrak Pulse Model (Reputation Institute 2011)

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Appendix 2: Definition of Creative Economy and Industries

The creative industries (UNCTAD 2010):

  • Are the cycles of creation, production and distribution of goods and services that use creativity and intellectual capital as primary inputs

  • Constitute a set of knowledge-based activities, focused on but not limited to arts, potentially generating revenues from trade and intellectual property rights

  • Comprise tangible products and intangible intellectual or artistic services with creative content, economic value and market objectives

  • Stand at the crossroads of the artisan, services and industrial sectors

  • Constitute a new dynamic sector in world trade.

figure b

Appendix 3: Country Reputation Chart (Source: Reputation Institute)

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Ahn, M.J., Wu, HC. The Art of Nation Branding. Public Organiz Rev 15, 157–173 (2015). https://doi.org/10.1007/s11115-013-0255-6

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