ABSTRACT
Research Companion to Language and Country Branding brings together entirely new interdisciplinary research conducted by scholars working on various sociolinguistic, semiotic, anthropological and discursive analytical aspects of country branding all over the world.
Branding is a process of identity construction, whereby countries gain visibility and put themselves on the world map as distinctive entities by drawing on their history, culture, economy, society, geography, and their people. Through branding, countries aim not only at establishing their uniqueness but also, and perhaps most importantly, at attracting tourism, investments, high quality human capital, as well as at forging financial, military, political and social alliances. Against this backdrop, this volume explores how countries and regions imagine and portray others and themselves in terms of gender, ethnicity, and diversity today as well as the past. In this respect, the book examines how branding differs from other, related policies and practices, such as nation building, banal nationalism, and populism.
This volume is an essential reference for students, researchers, and practitioners with an interest in country, nation, and place branding processes.
TABLE OF CONTENTS
part I|244 pages
Nationalism and country branding
part |56 pages
Nationalism and politics
chapter 3|19 pages
“There is a Wonderfully Contrary Spirit Among the British People”
part |34 pages
Nationalism and diversity
chapter 924|16 pages
The Overflow of Peru's Country Brand
chapter 5|16 pages
Sociocultural Diversity
part |78 pages
Nationalism and cosmopolitanism
chapter 1266|18 pages
“The Sweet Life” and the Russian Nation
chapter 7|18 pages
Singapore's Nation Branding Through Language Policy
chapter 8|20 pages
Legitimizing National, Striving Cosmopolitan
part |34 pages
Nationalism and time
chapter 20410|14 pages
The Narrative ARC of Nation Branding
part |42 pages
Nationalism and (in)authenticity
chapter 23812|20 pages
National Anxieties in Polite Disguise
chapter 13|20 pages
Translation, Transliteration, and Translingualization
part II|128 pages
Place and country branding Place as branded destination
part |69 pages
Place as branded destination
chapter 14|18 pages
“Milano, a Place to be”
chapter 15|14 pages
“We All Sell Wine, But it Comes Back to the Land Really”
part |58 pages
Place as a tourism-related brand