Nation Branding : Concepts, Issues, Practice book cover
3rd Edition

Nation Branding
Concepts, Issues, Practice

ISBN 9780367569891
Published April 12, 2022 by Routledge
302 Pages 23 Color Illustrations

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Book Description

Nation Branding: Concepts, Issues, Practice provides a theoretical framework, alongside insightful examples from the practice of nation banding, in which the principles of brand strategy and management are applied to countries globally. This new edition has been comprehensively updated and its influential original framework modified to reflect the very latest changes in the field. It remains an accessible blend of theory and practice rich with international examples and contributions.

Updates to this edition:

  • New Academic Perspectives and Practitioner Insights in each chapter
  • Updated and new cases from a broad range of nations and cultures
  • Fresh coverage of online branding and social media
  • New material covering the critical and ethical issues of nation branding, including the limitations
  • Updated references and sources
  • Updated online resources, including PowerPoint slides and Instructor Manual with end-of-chapter discussion points and suggested answers

This is an essential introduction to nation branding for students of Marketing, Brand Management, Communications, and Public and International Relations, as well as policy makers looking for a rigorous yet applied approach.

Table of Contents

PART 1: Scope and scale of nation branding

Chapter 1: The relevance, scope and evolution of nation branding

Chapter 2: Nation brand identity, image and positioning

Chapter 3: Nation brand equity

PART 2: Conceptual roots of nation branding

Chapter 4: Nation branding and the country-of-origin effect

Chapter 5: Nation branding and national identity

Chapter 6: From country-of-origin and national identity to nation branding

PART 3: Ethical and pragmatic issues in nation branding

Chapter 7: Ethical issues in nation branding

Chapter 8: Pragmatic challenges to the nation branding concept

PART 4: Current practice and future horizons for nation branding

Chapter 9: Elements of nation branding strategy

Chapter 10: Future horizons for nation branding 

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Keith Dinnie is Head of Management and Marketing at the University of Dundee, School of Business, UK, and the founder of Brand Horizons ( Considered one of the world’s leading experts on nation branding, he has published in several international journals, delivered keynote speeches, workshops, seminars and conference presentations across the world.


"A timely and enriched revisit of the seminal and comprehensive manual for nations seeking to competitively and sustainably re-imagine their nation brands beyond the pandemic. It is a rich and valuable academic and pragmatic reference with insightful best practices for emerging and established nations alike."

- Thebe Ikalafeng, Founder and Chairman, Brand Africa

"Not that it needed confirmation, but the fact that Keith Dinnie’s masterpiece is now in its third edition proves that it is the go-to standard handbook on nation branding (and has been for a while)."

- Robert Govers, author of the award-winning book Imaginative Communities (2018)

"The most comprehensive and updated book in this field. Dinnie’s work is building a global brand for the study and practice of nation branding."

- Koh Buck Song, author of Brand Singapore

"The 3rd Edition of Nation Branding is an essential read for those interested in branding places - it is a comprehensive book that covers all aspects of nation branding. Contributors include well-known researchers and practitioners from the field, which enriches the book from both a theoretical angle and a practical approach. The 3rd Edition of Nation Branding is the most important manual for students, researchers, professors and professionals who work in the area or have an interest in nation branding."

- João Ricardo Freire, professor at Ipam and researcher at ICNOVA in Lisbon, Portugal