Japan’s Nation Branding: Recent Evolution and Potential Future Paths
Interest in the concept and practice of nation branding has proliferated in recent years. Whilst it is clearly true that nations have always sought to promote themselves and their economic, diplomatic and military interests, it has only been in the last decade or so that nations have turned to the explicit use of the techniques of branding as practised in the business world. Terms such as ‘brand image’ and ‘brand identity’ are increasingly used to describe the perceptions that are held about nations amongst their various “stakeholders”. This article outlines the key aspects of nation branding and then considers the various nation branding activities engaged in by the Japanese government in recent years. Potential future paths for Japan’s nation branding are also explored.
Year of publication: |
2008
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Authors: | Dinnie, Keith |
Published in: |
Journal of Current Chinese Affairs - China aktuell. - German Institute of Global and Area Studies (GIGA), ISSN 0341-6631. - Vol. 16.2008, 3, p. 52-65
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Publisher: |
German Institute of Global and Area Studies (GIGA) |
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