Melissa Aronczyk, “Branding the Nation: The Global Business of National Identity” (Oxford UP, 2013)

In Conversation: An OUP Podcast · Dec 4, 2013 · 54m

In Branding the Nation: The Global Business of National Identity, Melissa Aronczyk locates the rise of nation branding as a response to the perceived need to sculpt national identity in the face of a fiercely competitive global economy. In tracking the history of the nation-branding phenomenon, Aronczyk recounts the rise and spread of the very idea of national “competitiveness,” a discourse that, in effect, created a market that branding specialists then tapped. The book engages with the large scholarly literature on nations and nationalism, arguing that nation branding should not be…