Nation Branding: Research Approaches and Models

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cris.sourceIdoai:journals.unwe.bg:article/1273
dc.creatorIshpekova–Bratanova, Kalinaen
dc.date2020-09-28
dc.date.accessioned2026-09-24T23:20:09Z
dc.date.available2026-09-24T23:20:09Z
dc.descriptionIn theoretical terms the paper makes an overview of the evolution of the concepts of nation brand and reputation management, as defined by contemporary researchers in the relatively young research field of nation branding - Keith Dinnie, Simon Anholt, Gyorgy Szondi, Nadya Kaneva, among others. It outlines the instrumental, political and cultural approaches to the concept and seeks to identify the stakeholders involved - governments and agencies, NGOs, businesses. The assumption is held that Dinnie’s theoretical model provides for a comprehensive conceptualization of nation branding, incorporating the discursive mechanisms of identity construction, which have direct implications for the development of a nation brand strategy and for the enhancement of identity competitiveness.en
dc.formatapplication/pdf
dc.identifierhttps://yb.unwe.bg/index.php/yb/article/view/1273
dc.identifier10.37075/YB.2020.1.02
dc.identifier.urihttps://ds.e-dnrs.org/handle/123456789/2050
dc.languageen
dc.publisherAcademic Publishing UNWE (AP-UNWE)en
dc.relationhttps://yb.unwe.bg/index.php/yb/article/view/1273/1264
dc.rightsCopyright (c) 2020 Kalina Ishpekova–Bratanova (Author)en
dc.rightshttps://creativecommons.org/licenses/by/4.0en
dc.sourceYearbook of UNWE; No. 1 (2020); 21-38en
dc.subjectNation brandingen
dc.subjectImage managementen
dc.subjectReputation managementen
dc.subjectIdentity constructionen
dc.subjectZ18 - Public Policyen
dc.subjectZ19 - Otheren
dc.titleNation Branding: Research Approaches and Modelsen
dc.typePeer-reviewed Articleen

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