ABSTRACT
Nation branding seeks to generate positive outcomes in trade and investment, export promotion, tourism promotion, talent attraction, and a range of other fields. Governments adopt different approaches in developing and implementing nation brand strategy, with varied emphasis on traditional marketing communications, citizen engagement, and digital and social media. In this chapter Dinnie and Sevin explore the changing nature of nation branding and tease out the implications for public diplomacy. The ICON model of nation branding is used to identify strategic directions for nation branding and public diplomacy in the age of user-generated content and the rise of powerful city brands.
