Nation Branding in a Globalized World:  The Economic, Political, and Cultural Dimensions of Nation Branding

Berlin, 29th July –- 1st August 2010

Nation Branding in a Globalized World” is a 4 day international conference being held by the Institute for Cultural Diplomacy that will explore the concept of nation branding and consider its importance in contemporary international relations. The conference is based on the growing influence of nation brands and the increasing importance placed on such brands by politicians, private sector representatives, and other stakeholders in global politics and economics. The program aims to focus on the challenges and opportunities of strengthening a country’s image abroad, and the impact of such activity on international relations.

Nation Branding in a Globalized World” will consist of 4 complementary components:

What’s in a brand?

The program will begin by exploring in detail the history and development of term “nation brand”, its definition, and the extent to which the term is open to interpretation. The opening part of the conference will also address the extent to which a country is able to shape its own brand, and what factors may enable or hinder this process.

New Actors, New Strategies

Having considered the meaning of the term “nation brand”, the second part of the program will move to analyse the different actors involved in shaping a country’s image abroad – including governments, private sector companies, individuals, and civil society organisations. The interaction between these actors, and the ways in which they can influence a country’s brand, will be considered in detail.

Nation Branding ... more than just pretty logos

Economic, Political, and Cultural Benefits

The penultimate component part of the conference will explore the advantages for a country of having a strong nation brand – with particular reference to economics, politics, and the cultural sector. Case studies from across the world will be considered by an interdisciplinary group of speakers.

Nation Branding in a Globalized World

The final part of the program will consider the complex relationship between the process of globalisation and the generation of nation brands. It will explore the challenge of combining strong nation brands in an increasingly interdependent world, and will develop best practice guidelines for countries seeking to engage in nation branding.

Participant Papers – The Institute for Cultural Diplomacy encourages research and progressive thought into the fields of culture, globalization and international relations. In this regard, the ICD is welcoming participants of the Conference to submit papers on this subject. The papers can cover any topic within these fields, according to your own particular interests and passions. Participants can submit work that they have completed in the past for other purposes, ongoing research or a paper written specifically for the conference. Groups of students are also allowed to submit collaborative pieces of work

Further information:      www.icd-nationbranding.org

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