Elsa Wilkin-Armbrister
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2018

Abstract:

The concept of applying branding principles and strategies to nation states has been around for decades. However, in recent years, the concept has occupied prime attention in academia and the business sector. As far back at the start of the millennium, practitioners such as Simon Anholt and academics like Keith Dinnie (2006), Robert Govers (2009) and Morgan Pritchard (2007) began to focus on nation branding. Nation brands are also receiving additional exposure and attention with a much wider audience due to the prevalence of Social media technologies and tools.  Like any other branded product or place, the Internet and social media platforms have given brands a much wider and interactive audience. Having the brand online, gives it attention and accessibility from a wider audience.

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