THE NATION BRANDING AND ITS GEOPOLITICAL VALUE. THE ITALIAN CASE.

If we were to analyse the "Italy" brand from a communication point of view, we would be faced with an enormous paradox. It is a brand that, although not fully defined in terms of its values, has a very strong international appeal, is highly valued outside its borders and has a strong projection abroad. At the same time, on the domestic front, it has very little social cohesion, its narrative is not defined as much in its genesis as in its essence and mission, and it is almost despised by its own population. This semiotic dissonance is in danger of becoming one of the most problematic internal flaws that Italy will have to overcome in the near future.

THE ITALIAN NATION BRANDING: BETWEEN FOREIGN PROJECTION AND DOMESTIC COMMUNICATION The Italian nation branding has been the subject of considerable international appreciation and recognition, which is almost unique when compared to those of other nations with systematic investments and coordinated approaches to their image. In the latest ranking compiled in 2022 by the esteemed Anholt-Ipsos Nation Brand Index, Italy was placed fourth worldwide for the second year running, behind Germany, Japan and Canada, but ahead of France, Great Britain, Switzerland and the United States. The brand "Italy" could be said to shine by its own light, given the near absence of government institutions designed, regardless of the colour of the government or historical period, to promote it and plan its diffusion in a systematic manner. The only governmental attempt aimed at at least trying to propose a unified image of Italy abroad was the ‘Be IT’ nation branding campaign of 2021. The Ministry of Foreign Affairs and International Cooperation, in collaboration with ICE (Agency for the promotion abroad and the internationalisation of Italian enterprises), conceived this initiative with the aim of telling the story of Italy and its values in an innovative way and of fostering the penetration of small and medium-sized enterprises into the economic fabric of the chosen countries. It is unfortunate that this project, due to its one-off nature and lack of connection with other entities dedicated to communicating Italy's image abroad, has not yet proven to be as effective as we would have liked. With an exclusive focus on economic development, it is clear that there is still much to be done. Italian nation branding, by positively disseminating the nation's image and reputation, should be considered as a multifunctional strategic tool: in the economic and military spheres, to strengthen partnerships, to guarantee spheres of influence, penetration capacity and protection. The brand "Italy" and the soft power from which it is generated has never really been conceived by Italian governments as a functional tool for Italian foreign policy nor as a strategic element for the Nation. This lack of strategic vision in the international field of Italian governments that have succeeded one another from the post-war period to the present day can be attributed to a number of factors. One is the perceived sense of protection-limitation as Italy is a strategic nation for the U.S.: Italy is a close US ally, so no one will ever dare to attack it. It is therefore better not to annoy the powerful ally. Another is the short-sightedness of a governamental culture reluctant to fully understand the potential of soft power. In addition to these factors, it is also worth considering the Italian utopian conviction of living in the era of ‘the end of history’. Furthermore, it is important to address the challenge of separating Italy’s fascist colonial past from a country’s natural and necessary foreign propensity, inside Italian culture, which may inadvertently limit its projection abroad. The reputation and image of the Italian nation abroad have been built up over time by a number of factors. Italian entrepreneurs have played a significant role in this, with the ‘Made in Italy’ brand becoming well-known around the world. Italian culture, including music, theatre, literature and language, as well as its food and wine, have also contributed to the country’s image. It is no coincidence that it is the categories relating to culture and tourism, within the Nation Brand Index in which Italy ranks first worldwide, that allow it, overwhelmingly, to remain in the top five. It is only in a relatively incisive manner and only in certain geographical areas that certain government offshoots such as cultural institutes, peace-keeping missions or projects inherent to the diplomatic sphere have contributed to the construction and improvement of Italian nation branding. It is perhaps not surprising that Italy ranks first in the Nation Brand Index for culture and tourism. This allows it to remain in the top five, despite the relatively limited impact of government offshoots such as cultural institutes, peace-keeping missions or projects inherent to the diplomatic sphere. It is worth noting that, in these areas, there has often been a lack of clear direction from the government to coordinate the various generators of meaning. These actors have often operated without a clearly defined strategic modality, and above all without a precise semiotic frame of reference for how they should have communicated the Nation. At a semiotic level, the strong capacity of penetration and emotional involvement of the brand-nation Italy on the populations it reaches abroad is based on the universality of the message it carries. This message is one of beauty, harmony and the pleasure of living, which is ideally identified with the land of Dante. At a deeper level, the Italy brand acts on the universal human need to find an ‘ideal elsewhere’, a place where one can enjoy the pleasures of life, the beauty of nature and culture. Another factor that contributes to the high level of acceptance and penetration of the nation-brand Italy in the world and thus its diffusion is the almost total lack of identification of Italy as a belligerent nation or one bent on economic or raw material exploitation. It is often assumed that nation-branding is only useful for promoting a country abroad. However, it could be argued that it also plays an important role in the domestic context. It is widely acknowledged that a population’s perception and emotional attachment to the country in which it lives play an important role in ensuring social cohesion, governability, stability, and the willingness of its people to sacrifice. This is particularly relevant in the absence of a clear external threat or enemy, tangible or intangible, that could potentially divide the population. Despite the lack of government support, it is encouraging to note that the foreign projection of Italian nation branding appears to be in excellent health. However, when analysing the degree of domestic projection, we encounter a serious, if not alarming, situation. There appears to be a mismatch between what is perceived abroad and what is felt by the Italian population itself. This distortion essentially exists because there has never been a clear institutional will to act in a programmatic and coordinated manner to develop a functional narrative of the brand-nation Italy that involves and educates its own public opinion. Once again, the fascist past, which has never been fully addressed and resolved in our country, strongly affects this aspect. The fascist education to the ‘myth of Rome’ still influences any inclination to act within the national pedagogy. It is clear that the feeling of belonging to a community and the spirit of a nation are not created from nothing. Rather, they are also generated and consolidated through national pedagogy. One figure that stands out is that, one hundred and sixty-two years after the founding of the Kingdom of Italy, only 44% of Italians say they are ‘very proud’ of the nation they live in. It could be said that the internal narrative of Italian nation branding could benefit from the inclusion of some basic identity elements that could help to effectively and engagingly communicate the nation to its population. These elements could include information about the nation’s history, its cultural heritage and its aspirations for the future. Without a ‘high’ purpose and a myth capable of engaging the masses, it may be challenging to mould a united community capable of reacting and overcoming moments of crisis. It would seem that there is still more to be done. A broader national pedagogy, which does not relate exclusively to the historical and palingenic part of the nation, is also almost absent. It is a risky move to focus communication to the public only on economic aspects. Social cohesion and a sense of community go far beyond the prospects of economic growth. The latest IPSOS Flair Italia 2022 survey suggests that 65% of respondents feel that they no longer have trust in anyone, 52% have a distrust of institutions that they perceive as being systemic, 84% do not trust political parties, 68% feel that there is a strong social tension in the country, and 80% believe that there is an urgent need to grow a sense of community. From these data, it appears that the Italian people may be experiencing some challenges. It seems that many are feeling resigned, bewildered and without a sense of belonging. Other factors that may be contributing to the Italians' negative perception of the Bel Paese are the population's low level of schooling and a poorly varied media diet. These two issues, working in synergy, may contribute to the widespread ignorance about the country's real data. The elements described here paint a rather worrying overall picture, especially considering the new geopolitical context in which Italy is inserted. It is clear that a population that does not perceive itself as belonging to the same project, with a weak identity culture and without a future perspective risks becoming unstable, fragmented, frightened, but above all weak and subject to external attacks. It is therefore important to consider ways in which Italy can address these issues in the near future, bearing in mind the current international situation and its possible developments. It is, of course, possible to change the current situation with the right willpower and long-term planning. However, as the saying goes, it is better to repair the ship when there is calm, rather than when a storm is brewing.

WHAT IS NATION BRANDING In 1998, in his article ‘Nation-Brands of the Twenty-first Century’, professor and political advisor Simon Anholt introduced the concept of nation branding for the first time by asking whether a nation's reputation and thus its image could be considered comparable to, and therefore subject to, the same functioning and market laws as a brand. The basic idea behind this new concept was based on the assumption that every nation, in the 21st century, was now part of a global scenario. In order to spread its image and consolidate its reputation, it was thought that nations should reduce their projection to simple, easily distinguishable and comprehensible concepts, just as the large transnational brands did. Nation branding is closely aligned with the functioning of traditional commodity markets. Just as global brands act to conquer new markets, nations must also utilise the strength of their nation brand to achieve their strategic goals. Nation branding can be seen as the result of the effects generated by the soft power of a nation, which can be expressed in various forms of implementation. This encompasses the values we associate with a nation and through which we create a ‘mental image’ of it. Nation branding can be seen as a kind of condenser and simplifier of the persuasive actions implemented by a state to achieve certain strategic or tactical goals. According to Peter Van Ham, Senior Research Fellow at the Clingendael Institute, ‘Image and reputation are thus becoming essential parts of the state's strategic capital. Like branded products, nation-brands depend on the satisfaction of their customers. We discuss the personality of a state in the same way we discuss the products we consume, describing it as ‘friendly’ (i.e. Western-oriented) and ‘credible’ (ally) or ‘aggressive’ (expansionist) and ‘untrustworthy’ (rogue state)". In today's world, where competition is global, all nations must strive to be associated with universal values, have a clear genesis and mission, and be able to communicate in a clear and recognisable manner. They should also be able to define their target groups and establish a strategy and objectives. Without these elements, it is difficult to ensure that nation-brand communication is efficient.

PROPOSALS FOR A FUNCTIONAL APPROACH TO ITALIAN NATION BRANDING A process that implies the modification of the perception of a nation-brand by a heterogeneous and numerous audience, as in the case of Italian nation-branding, would be greatly enhanced by the implementation of a long-term plan, which could be developed over a period of at least ten to fifteen years. Any project that is not in place at the outset may not be as effective as it could be. It would be beneficial to consider the importance of effective collaboration between all those involved in influencing perceptions of Italian nation branding, both abroad and at home. It would be advisable to establish a government department (or department) responsible for Italy's nation-branding. Such a department would provide and coordinate the guidelines within which to develop various projects and would also oversee the two subordinate departments, i.e. one for foreign communication and one for domestic communication, to ensure they act in accordance with the established parameters. Without a clear macro-frame in objectives and strategies and pre-established semiotic values within which these two departments must operate, there is a risk of producing non-functional projects. In the domestic communication of Italian nation branding, it would be a priority to establish and disseminate a (new) national pedagogy, redefining a palingenesis of the nation. It would be necessary to improve and invest in the national education system by increasing the level of schooling. The implementation of Italian history and geography in the curricula and the development of a critical awareness of students towards traditional and social media remains a conditio sine qua non to develop a new generation that is more critical and less influenced by foreign actors. It is necessary to establish semiotic cornerstones on which to build a new type of positive country narrative, such as the characteristics that make Italy (and Italians) unique in the world and to be proud of, or its role in the third millennium. Both communication operations are to be implemented through the various government bodies, such as schools and public administration, but also through all available mediums such as cinema, television, on-demand platforms, radio, cultural events, institutional advertising and social networks. The aim is always to act with a view to cross-media communication. This department, by necessity, must work in synergy with various ministries, including the Ministry of Education, Culture, University and Research, Sport and Youth, and with the public administration. The foreign projection of the nation-brand Italy, despite its undoubted recognisability on a global level, in order to effectively become a strategic tool for the country needs to establish several points such as: objectives to be achieved in the medium and long term, a strategy to implement them, a roadmap to be respected and a precise definition of the geographical areas to be reached. The department in charge of foreign communication of the Italian nation brandig must also be an instrument of commercial penetration of our companies abroad and as such should work in synergy with them and with the support of the Ministry of Foreign Affairs and International Cooperation. As in the case of the domestic communication of the nation-brand Italy, it is essential to establish the semiotic values on which to focus the foreign communication (which will have to be different from the domestic one) and to produce a coordinated and homogeneous narrative of the country among the heterogeneous subjects that will be involved in this process, both public and private, such as: cultural institutes and centres for the Italian language abroad, universities, historical and cultural associations (museums, foundations, etc.), representatives of typical products and territories with a high tourist vocation, chambers of commerce and entrepreneurial groups. These are all subjects that, if adequately supported and coordinated, apart from generating wealth for the country, can significantly improve Italy's image and reputation in the world. Italy's position in the world, from a geopolitical point of view, is also based on how other nations perceive us and how the public opinions of these states ‘make’ the Italy-nation brand their own. Within a multipolar and highly unstable global scenario, thinking of basing our current and near future defence strategy exclusively on military deterrence is pure utopia: we have neither the history, nor the culture, nor the means to do so on our side. Finally, succeeding in making the rest of the world perceive Italy's heritage, both material and immaterial, as a universal good, therefore belonging to everyone (rivals included), would become the best insurance of our security against the possible storms of history that we might have to face, since, ideally, any social group tries to protect and safeguard what it values and what it feels belongs to it.