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.
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2received his PhD in Marketing from the University of Salford, UK. He is a senior lecturer in Marketing, the Chair for the Research and Knowledge Exchange committee, and the Programme Leader for MSc. International Marketing Management at the Royal Docks Business School of the University of East London, UK. He has many publications in the form of refereed journal articles, book chapters, book and book co-edited. He is listed in Who is Who in the World. His research interests are: Consumer Behaviour, Marketing to Children, SME Marketing and Marketing Communications.
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Harengel, P., Gbadamosi, A. ‘Launching’ a new nation: The unfolding brand of South Sudan. Place Brand Public Dipl 10, 35–54 (2014). https://doi.org/10.1057/pb.2013.12
- nation brand
- post-crisis brand
- brand identity
- South Sudan