The Relationship between Nation Branding and Humanitarian Assistance
Nation branding is an important concept in today’s world; it can be described as the increase in a country’s positive recognizability in the world through the construction of attitudes and emotions towards that nation. As a consequence of globalization, all countries must compete with each other for the attention, respect, and trust of investors, tourists, consumers, donors, immigrants, media, and governments of other nations: a powerful and positive nation brand provides a crucial competitive advantage. It is essential for countries to understand how they are seen by publics around the world, and how their achievements and failures, their assets and their liabilities, their people and their products are reflected in their brand image.
Branding is not just a singular image or characteristic that helps distinguish one product from others. It is a process which creates a meaningful whole with physical, nonphysical, and psychological or sociological aspects.1 In general, branding is essential across a large spectrum of the economy, finance, marketing and trading, and it is fast becoming a key instrument in social science and in the fields of International Relations and Politics.