Page 39 - Azerbaijan State University of Economics

Sana Imran: Effects of nation branding on national identity of Azerbaijan

Arguably, one of the main goals of public diplomacy is to cultivate and
communicate a certain image or reputation of a nation state to international audience
and this is true of nation branding too. Using soft power tools, nation branding
communicates a nation‘s policies and its culture to the public face of international
diplomacy. Nation branding represents the desire by concerned countries to persuade
people in paying attention towards their particular nation state, its achievements and
belief in its qualities. Despite the lack of a theoretical consensus on nation branding,
authors such as Simon Anholt believe that ―nation branding is an indispensable
phenomenon in the globalized world.‖ [Anholt, Simon ―Competitive Identity‖
(2007) 10.] However, his critics like Aronczyk opine that ―nation branding is a
version of soft nationalism and remains a process, which governments continue to
buy into.‖ [Aronczyk, Melissa ―How to Do Things with Brands: Uses of National
Identity Canadian Journal of Communication‖, Vol 34 (2009) 291-296.] . Whilst
nation branding is an internationally focused phenomenon, it is a practice that retains
the capacity to illuminate the more salient narratives of nation building and, in some
cases, reflects nationalist rhetoric of politicians [Paul Jordan, ―Nation Branding: A
Tool for Nationalism?‖ Journal of Baltic Studies. Vol. 45, No. 3, (September 2014)
283–303]. However, it is also essential to understand that unlike products, nations
are complex entities and nation branding at times strips them down to an extremely
simplified object to enhance the marketability of a state. Advocates of this concept
such as Simon Anholt argue that nations must compete for visibility in an
increasingly crowded and globalized environment [Anholt, S.. ―Brand New Justice:
How Branding Places and Products Can Help the Developing World. Amsterdam:
Elsevier Butterworth Heinemann.‖ 2005]. However on the other hand, many critics
put forth questions on the viability and desirability of branding something as
complicated as national identity, which at the same time can be used as a tool for
doctoring histories, memories and rituals that underpin and encapsulate the nation
[Paul Jordan, ―Nation Branding: A Tool for Nationalism?‖ Journal of Baltic Studies.
Vol. 45, No. 3, (September 2014) 283–303].
Concept application of nation branding is not restricted to the developed
nations only. Developing and under developed nations of the world are also
attempting to join the bandwagon. ―To prove that a country is a reliable partner, it
needs to make itself known on the world stage. Nation branding is undertaken to
make this happen and to stimulate inward investment, attract tourists, and boost
exports.‖ [Dinnie, K. ―Nation Branding: Concepts, Issues, Practice‖ 1st ed. Oxford:
Butterworth-Heinemann. (2008)].
Brand Azerbaijan. Azerbaijan is a fast developing, stable and safe Muslim
country of South Caucasus region, which is blessed with sizeable hydrocarbon

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