ABSTRACT
Country-of-origin and national identity are two related fields that underpin the concept of nation branding, yet rarely have the two fields been integrated. In this chapter we identify the areas of commonality between country-of-origin and national identity and relate them to the differentiating power of branding that forms the basis of nation brand development. A conceptual framework for nation branding is presented in the form of the category flow model, drawing upon key issues identified in the twin fields of country-of-origin and national identity. This chapter’s case on New Zealand’s ‘Going to the Edge’ project shows how a nation’s branding can be conducted by motivated citizens rather than as official government strategy. The academic perspective in this chapter reflects on public
KEY POINTS
Common constructs in the fields of national identity and country-oforigin include national stereotypes, ethnocentrism, expressions of culture, individualism versus collectivism, and the blurring of national identities and countries-of-origin in today’s globalized world.
