Abstract
The unbranded state has a difficult time attracting economic and political attention. Territorial entities such as cities, regions, and states are now branded in the same way as companies and products. It is well known that the corporate brand has become an essential part of business identity that helps audiences to identify with the company and — lest we forget — encourages them to buy its products and services. In a similar way, branding has become essential to create value in the relationship between territorial entities and individuals. This comes at a time when the role and power of states (and other territorial actors) is changing. States, as well as international organizations (IOs), need to justify their existence and have, therefore, embarked on a renewed quest for the hearts and minds of people, both at home and around the world.
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