Place Branding and Public Diplomacy

, Volume 10, Issue 1, pp 35–54 | Cite as

‘Launching’ a new nation: The unfolding brand of South Sudan

  • Peter HarengelEmail author
  • Ayantunji Gbadamosi
Original Article


In June 2011 South Sudan joined the United Nations as a new state, marking the final stage of years of struggle for independence. Its secession is witness to the potential of regions with no historic claims of statehood to achieve independence. This unique situation gives researchers the opportunity to explore how the brand of a nation comes into existence. This article traces how the brand of a new nation has unfolded in the case of South Sudan and analyzes how that brand was written into existence by international news media. This exploratory case study approach is based on inductive content analysis research processes founded on grounded theory. The research brings new insights to research of nation brands in their very early stages.


nation brand post-crisis brand qualitative brand identity Africa South Sudan 


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Copyright information

© Palgrave Macmillan, a division of Macmillan Publishers Ltd 2013

Authors and Affiliations

  1. 1.Institute of Political Science, University HagenHagenGermany

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