ABSTRACT
This chapter explores three key elements of branding theory – brand identity, brand image and brand positioning – and looks at ways in which these concepts apply in the context of nation branding. This chapter’s first case focuses on India and its public diplomacy. The second case analyses the brand architecture issues faced by Portugal. The academic perspective looks at the development of wellbeing destination brands, whilst the practitioner insight considers the primacy of the political context in nation branding.
