HOW DID WE GET HERE? ORIGIN OF THE CONCEPT OF NATION BRANDING

Introduction:

The concept of nation branding is far from new. Just as individuals inherit traits and characteristics from their ancestors, nation branding has developed through layers of historical, cultural, political, and economic influences. As a graduate of history, it’s clear that understanding the origins of nation branding provides a deeper insight into its current applications and complexities.

Nation branding, as defined by Fan (2010), involves shaping a nation’s image and identity by drawing upon its cultural, political, and economic narratives. This goes beyond mere promotional strategies; it’s about constructing a cohesive perception of a country in the global arena, blending elements of heritage, governance, and economic achievements.

To fully understand the meaning of nation branding, it’s important to recognize the historical concepts that laid its foundations. This article will examine the series of pre-existing ideas and concepts that contributed to the rise of nation branding, from Country of Origin to Public Diplomacy and National Identity. Through this lens, we can better understand how nation branding has emerged as a concept in international relations today.

Country of Origin (COO)

The concept of "Country of Origin" (COO) originated in 1887, when the British government introduced laws requiring foreign products to be labeled with their country of origin. The goal was to help British consumers distinguish between local and foreign goods, particularly those from Germany, and encourage loyalty to British-made products.

But COO’s journey from mere product labelling to a foundational concept in nation branding didn’t truly take off until the 20th century. Research on national stereotypes—the perceptions people form based on a country’s identity—gained traction in the early 1900s, eventually sparking interest in marketing. By the 1960s, COO had entered the marketing research landscape, thanks to groundbreaking studies like Schooler’s 1965 research. Schooler’s findings revealed that consumers rated identical products differently depending solely on their labeled country of origin (Usunier, 2006). This “COO effect” showed that cognitive, emotional, and social associations with a particular country could directly impact how products were perceived, ultimately shaping purchasing behavior.

At its core, COO is about where a brand appears to originate rather than where a product is manufactured. It’s as if the product carries a "nationality," whether it was actually produced there or not. For instance, the British car brand Rover features the Union Jack in its logo, while “The New Zealand Way” is a quality mark that New Zealand products use to emphasize their roots. These markers influence how consumers perceive product quality and values based on national stereotypes.

COO offers a foundation for understanding how products become associated with particular national identities, but it doesn’t capture the full scope of nation branding. Take Jollof rice as an example: while the dish originated in Senegal, “Naija Jollof” has become distinctly tied to Nigeria. This sense of ownership reflects more than just country of origin.

Another example is the "Made in China" label. This label often affects perceptions of product quality. In Nigeria, for example, consumers developed a mixed perception of “Made in China” products. As traders began branding goods with this label to attract buyers, any issues with quality created a stereotype—leading to negative connotations that linger today. Over time, COO evolved to reflect more than just the place of production; it became a marker of national identity and reputation.

In this way, COO hints at the potential for countries to shape their image and influence perceptions, yet it remains limited to associations with specific products. Nation branding, however, goes much further, involving intentional efforts to shape a country’s entire global identity. This includes not only products but also cultural narratives, political values, and social symbols. Thus, while COO laid essential groundwork, nation branding has evolved into a comprehensive strategy that encompasses a country’s multidimensional identity.

Place Branding

Place branding originally emerged from tourism management, where it focused on promoting destinations by highlighting their unique characteristics. Over time, this concept expanded beyond tourism, influencing fields like environmental science, urban studies, and public administration. Anholt (2004) defined place branding as applying branding strategies to the economic, socio-political, and cultural aspects of cities, regions, and countries. This approach has evolved into a core strategy for economic growth and global recognition.

In tourism, place and destination branding create a unique identity for locations, establishing a distinctive value proposition. Kotler et al. (1993) emphasized that a destination’s brand identity encompasses the symbolic, emotional, and attribute-based values that define a tourist location’s appeal. Today, place branding serves as a powerful tool to boost economic development by crafting an appealing image and reputation for particular regions, cities, or countries.

However, place branding often focuses more on specific locations within a country rather than on the nation as a whole, especially in diverse nations like Nigeria. In practice, this often means branding one location within a country rather than attempting to unify the entire nation’s image—an impossible task in culturally diverse nations. Instead, the emphasis falls on a single region, city, or attraction with strong appeal, like how some states in popular tourist countries have developed reputations that draw visitors without necessarily driving interest in the broader country.

A prime example of this is Costa Dorada in Spain, a popular tourist destination known for its beautiful beaches, vibrant nightlife, and sunny climate. While Costa Dorada draws significant international attention and tourism, it represents only a single facet of Spain’s multifaceted national identity. Visitors may come to Spain with Costa Dorada’s leisure appeal in mind, yet the country as a whole offers much more.

This example shows a limitation of place branding in the context of nation branding. While branding a specific location like Costa Dorada can boost tourism and bring economic benefits, it often leads to a fragmented national image, highlighting only select aspects of a country’s identity. As a result, place branding can be effective in showcasing a region but falls short of representing a unified national identity.

Public Diplomacy

Public diplomacy, a term first prominently used by Edmund Guillion, the dean of the Fletcher School of Law and Diplomacy at Tufts University, gained considerable traction in the United States following the September 11, 2001 attacks. President George W. Bush and Karen Hughes, then Under Secretary of State for Public Diplomacy and Public Affairs, contributed to its wider recognition by underscoring its role in enhancing U.S. international relations.

The relationship between public diplomacy and nation branding is often debated. Some scholars argue for their distinctiveness, suggesting that public diplomacy and nation branding have separate goals and methodologies. Fan (2008), for example, describes nation branding as a broader, culturally neutral approach focused on a nation’s self-presentation, while public diplomacy emphasizes the political dimensions of branding. This viewpoint is supported by Juusola and Lahrech (2024), who argue that nation branding has a measurable equity that can be analyzed independently of public diplomacy.

On the other hand, some scholars see public diplomacy and nation branding as complementary. Vaxevanidou (2017) notes the critical role public diplomacy plays in rebranding nations during times of crisis, suggesting an overlap in their aims and methods. Similarly, Iriqat (2019) explores how public diplomacy can bolster nation branding by strengthening national identity and presenting a cohesive narrative to the world.

While public diplomacy has traditionally focused on managing inter-nation relationships and shaping perceptions, it does not fully encompass the broader scope of nation branding. Nation branding incorporates a range of cultural, economic, and social elements that go beyond the political focus of public diplomacy, suggesting that while the two fields are related, they each serve distinct, though sometimes overlapping, functions in a nation’s overall strategy for international influence.

National Identity

The concept of national identity dates back to the 1820s, with the Oxford English Dictionary’s earliest evidence of its usage appearing in the North American Review in 1823. National identity encompasses a person’s sense of belonging to a nation or state, often connected to citizenship and cultural affiliation. It merges "being" with "belonging," giving individuals a shared connection through cultural symbols, language, traditions, and values.

The interaction between national identity and nation branding is complex and layered. Bulmer and Buchanan-Oliver (2010) argue that brands shape consumer identities, a process that mirrors how national identity is conveyed through cultural narratives like national cinema. These narratives, embodying a nation's distinct cultural essence, shape both domestic and global perceptions of its identity. Similarly, Lee et al. (2010) emphasize that a nation’s brand reflects its cultural and social fabric, meaning nation branding draws deeply on a country's unique cultural characteristics, not merely as a marketing device but as a genuine expression of its social and historical identity.

Yet, while national identity forms a foundation for nation branding, it alone does not capture the full scope of the practice. Nation branding involves strategic marketing efforts to highlight a country's appeal across areas like tourism, cultural heritage, and economic strengths. He et al. (2020) point to the need for a holistic approach, illustrating that nation branding both enhances national identity and influences global commercial branding, showing a reciprocal and multifaceted relationship between the two. This suggests that, while national identity is integral to the narrative, nation branding also leverages strategic storytelling and positioning to create an image that resonates beyond borders.

Conclusion

After going through all these concepts, I have come to the conclusion that nation branding is about shaping a story that brings a country’s identity to life on the global stage. It’s a mix of authenticity and ambition—building an image that both captures the essence of a nation and resonates with the world. At its core, nation branding is more than just marketing; it’s about how a nation shows up in the world, balancing pride in its heritage with the drive to create a lasting impact.

Country of Origin, Place Branding, Public Diplomacy, and National Identity all play their part here. Country of Origin adds credibility through the association with products, while Place Branding focuses on specific locations that spark curiosity and connection. Public Diplomacy opens up conversations and builds trust, while National Identity brings depth, connecting people to shared traditions and values. Together, they shape how we view a nation, both as an economic and cultural presence.

Ultimately, these elements come together to form a unified story. Nation branding isn’t about crafting a perfect image; it’s about creating an honest, relatable narrative that reflects the country’s spirit and aspirations. Done right, it invites the world in, showing not just what a nation has to offer, but who it truly is.

References

Papadopoulos, N. and Heslop, L. (2002), Country equity and country branding: problems and prospects, Journal of Brand Management, Vol. 9 No. 4, pp. 294-314.

Usunier, J.-C. (2006) Relevance in business research: the case of country-of-origin research in marketing. European Management Review, 3, 60–73.

Fan, Y. (2008). Soft power: power of attraction or confusion?, Place Branding and Public Diplomacy, 4(2), 147-158. https://doi.org/10.1057/pb.2008.4

Juusola, K and Lahrech, A. (2024) Modeling transitions in nation brand equity: An empirical assessment of the nation equity power grid. Australian Journal of Management 49 (2), 249-271.

Vaxevanidou, M (2017) Nation Rebranding in A Period of Crisis and the Role of Public Diplomacy: The Case Study of Greece. Journal of Media Critics

Iriqat, D. (2019) Palestinian nation branding via public diplomacy. International Relations and Diplomacy 7 (5), 202-216, 2019

Saliu, H (2020) The Evolution of the Concept of Public Diplomacy from the Perspective of Communication Stakeholders.

Bulmer, S. and Buchanan‐Oliver, M. (2010). Experiences of brands and national identity. Australasian Marketing Journal (Amj), 18(4), 199-205. https://doi.org/10.1016/j.ausmj.2010.07.002

He, J., Wang, C., & Wu, Y. (2020). Building the connection between nation and commercial brand: an integrative review and future research directions. International Marketing Review, 38(1), 19-35. https://doi.org/10.1108/imr-11-2019-0268

Lee, R., Klobas, J., Tezinde, T., & Murphy, J. (2010). The underlying social identities of a nation's brand. International Marketing Review, 27(4), 450-465. https://doi.org/10.1108/02651331011058608