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

Azerbaijan. Both the Muslim states are progressive, forward looking and peace loving
nations, which have a bright future waiting.
While the political relations between the two countries are of exemplary
nature, the economic cooperation and trade remains far below the potential. In
March 2017, it has been agreed to raise the exiting volume of bilateral trade by ten
times. Linking of China Pakistan Economic Corridor (CPEC) which is the flagship
project of Pakistan with the North South Transport Corridor (NSTC) that passes
through Azerbaijan can help improving the connectivity, boosting the trade and
increasing the acceptability of brotherly nations. Trilateral framework of Pakistan-
Iran and Azerbaijan is also being pondered seriously.
Conclusion. Gleaning from above, it is established that nation branding can be
employed as soft power tool to project the desired image of a state. Nation branding
endeavors not only project a country‘s soft image internationally but also foster a
deeper sense of nationalism amongst its masses both inland and abroad. Such
initiatives also help in achieving greater direct foreign investment, expanding tourist
base and broadening the scope of exports to world markets. Nation branding in
practice is no more the exclusivity of developed nations alone as the developing and
under developed nations are equally trying to build and manage their desired soft
images. Azerbaijan is a fast developing Muslim nation of South Caucasus region,
which has joined the bandwagon and embarked upon a journey to improve its
international credentials. Cogent efforts are being put in to project soft image of
Azerbaijan as a tolerant and multicultural society, which is an economic trailblazer
in Eurasian region. The recently initiated ―Made in Azerbaijan‖ campaign manifest
the same desire of global recognition. ‗Made in Azerbaijan‘ manifests that nation
branding can be used as a tool for projecting soft nationalism. It is a conscious
attempt towards industrial indigenization and self-reliance. Such initiatives reflect a
kindlier face of Azeri nationalism to a global audience. Linking of CPEC with
NSTC will be an economically rewarding proposition for Pakistan and Azerbaijan
and will take existing bilateral relations to newer heights.

References:

Paul Jordan, ―Nation Branding: A Tool for Nationalism?‖ Journal of Baltic Studies.‖
Vol. 45, No. 3, (September 2014), 283–303.

Tim Lincoln, 2015. Nation Branding: Perception Can Be Reality — So Manage It
http://knowledge.wharton.upenn.edu/article/nation-branding-perception-can-reality-
manage/ (Accessed January 25, 2017)

Barrington, ―Nation and Nationalism‖ 713.

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