ABSTRACT
This chapter turns to the question of how to identify and analyse nation-branding as and in practice. It is structured along the two dimensions of methods of data collection and methods of data analysis. The chapter introduces the basic tenets of a ‘praxiographic’ approach to the study of nation-branding and outline how such research can be done both by ‘being there’ and ‘from afar’. It outlines how people can analyse the resulting corpus of rich empirical material through a practice lens. To get close and generate data about nation-branding ‘in practice’, the author ventured through both sedentary stages of deskwork and immersive stages of fieldwork. Most studies belonging to the critical research agenda on nation-branding engage standard methods of interpretative, qualitative research in order to construct and approach their object of analyses.
