From Competitive Identity to Governmental Social Responsibility: Place ‘Brand’ in an Interconnected World

Abstract

Ever since I began using the term ‘nation brand’ in the late 1990s (Anholt 1998), I have been arguing against the all too common interpretation of the phrase, which holds that the reputations of places can be influenced significantly in the long term by advertising, marketing or public relations campaigns, or even, most naïvely, by logos and corporate identity.