August 29, 2010 12 Comments
Finally, my book on nation branding is published and is for sale. The book is practically based on my thesis research. Controlling the Message: A Strategic Approach to Nation Branding (ISBN: 3838389409) or Controlling the Message ,for short, is an attempt to describe the actual role of communication strategies, tools, and techniques in nation branding processes. As you might know, Simon Anholt has underestimated the role of communication in these processes several times. In fact, if I am not mistaken, in his book Competitive Identity, he even said communication had a 2% impact in nation/place branding. As the title of my book suggests, I do not agree with his views and evaluate the communication strategies of eight different campaigns.
The book has five chapters. During the first chapter, two main theories (Lippmann’s Public Opinion and Benoit’s Image Restoration), as well as several auxiliary theories and models are introduced. The main research method is a cross-case analysis between Japan (Japan Brand – Country of Origin Effect), USA (Mutual understanding through exchanges – Soft power/influence), Greece (A Masterpiece You Can Afford – Tourism), Poland (Polish Plumber – Repositioning), Kosovo (The Young Europeans – Nation Building), Israel (Israel Beyond Conflict – Conflict Resolution), Switzerland (Swissnex – Repositioning), and Iceland (Iceland Naturally – FDI/Business).
The following chapter focuses on current literature on nation branding, public opinion, corporate branding, nation branding models, and political communication. What makes this work different from other studies in nation branding is the fact that it introduces the concept of nation branding as a political communication understanding which is derived from corporate branding.
Chapter 3 aims to define the concept of nation branding through case analysis and analogy with corporate branding concepts. A robust is necessary in order to discuss the communication aspect of the term. This chapter also looks at the relation between national identity and nation brand identity.
Chapter 4, on the other hand, introduces a more practical side of nation branding. Political communication in nation branding is examined in three different parts. Firstly, rhetorical aspects, in other words how messages are formulated, are discussed. This discussion is followed by how messages are coded (i.e. coded through a public diplomacy project, coded through lobbying). Last part looks at the communication platforms (media) that are used to transmit the messages to target audiences.
Chapter 5 introduces how these 8 case studies have strategized their communication campaign. The conclusion part draws lessons from all these case studies and comes up with a new strategic communication framework that can be used both to evaluate current campaigns and to be used in new campaigns.
Here is my table of contents:
-Purpose of Research
-Structure of the Thesis
Chapter 1: Theoretical Framework and Methodology
Chapter 2: Literature Review
-Nation Branding and Public Opinion
-Nation Branding and Corporate Branding
-Prominent Models in Nation Branding
-Political Communication in Nation Branding
Chapter 3: Definition of Nation Branding
-Components of Nation Branding
-Nation Branding vs. Corporate Branding
Chapter 4: Tools and Media in Nation Branding
-Political Communication Tools
Chapter 5: A Strategic Model for Nation Branding Campaigns
-Visions and Missions of Nation Branding Campaigns
-Comparative Case Analysis
Conclusion: Lessons Learned from Case Studies
-Limitations of the Study
I enjoyed working on my thesis and this publication. I believe there is a gap in nation branding research. Scholars and practitioners still continue to overlook the importance of strategic political communication in branding. If you have any questions about the book, do not hesitate to contact me! I hope you will enjoy reading this work!
PS: Here is the link, once again: http://astore.amazon.com/efesevincom-20
PS 2: If you want to write a review of the book, please contact me at firstname.lastname@example.org. I can put you in contact with my publisher.