Domestic society's (often-neglected) role in nation branding

Abstract

It is imperative to recognise that nation branding is not only for foreign consumption. This paper seeks to explore the often-neglected interrelationship between civil society and the formation and projection of a nation brand. To provide a framework, it is posited that there are two types of nation branding: a ‘brand promise’ and a ‘re-brand’. In either case, the citizens in the country, or the domestic society, have push or pull relationships with the brand. In the case of a brand promise, the brand attempts to pull citizens in line with an ambitious goal or country plan. In other cases, real changes that have taken place in the country and within civil society must be reflected, thus necessitating, or pushing, a re-brand.