Introduction: Nation Branding and Competitive Identity in World Politics

Abstract

ABSTRACTTo date, (critical) geopolitics has had little to say about contemporary competitive identity practices of nation branding in global politics, while existing analyses of nation branding in other disciplines have tended to overlook its geopolitical dimensions. This expanded Introduction (and the special section as a whole) therefore seeks to explore some of the implications of nation branding for geopolitics, while simultaneously utilising the insights of critical geopolitics to shed light on nation branding practices. The Introduction makes the case for a broad conception of nation branding that challenges claims it is immutably linked to capitalist logics in an era of globalisation. It subsequently explores claims that nation branding is simply an updated form of nation building and that it is also an inherently benign and peace promoting activity. The Introduction ends by highlighting how, despite claims that the contemporary prevalence of nation branding practices is indicative of a categorical shift from a geopolitical to a geoeconomic world, nation branding practices frequently remain deeply infused with rather traditional geopolitical scripts.