Conference Agenda

Facing contemporary globalization and the intensification of international competition, nations are undergoing significant transformations in economic and geopolitical terms. Nation branding, a concept introduced in the mid-1990s by Simon Anholt, has become a strategic lever allowing countries to enhance their attractiveness to investors, tourists, and international talent. It is based on the development of an appealing and unique national identity, aiming to influence the economic, cultural, and political aspects of a country.

This study aims to provide a general overview of the existing scientific literature on nation branding and to understand its contributions, methodologies, and research gaps in order to propose a potential research agenda that delves into underexplored aspects of nation branding. To the authors’ knowledge, this is the first study to quantify the evolution of research on nation branding using a bibliometric approach focused exclusively on the concept of nation branding. Unlike previous studies, which encompass several related terms such as country branding, place branding, and others, this research focuses solely on articles incorporating "nation branding" as a keyword, ensuring a more targeted perspective on the evolution of this research field. The data were organized and presented using the VOSviewer software and Bibliometrix via RStudio.

This study, based on an in-depth analysis of 360 articles published between 2006 and 2024 in the Scopus academic database, highlights a continuous increase in academic interest in this field. The main findings of this study indicate that the historical evolution of nation branding reflects a shift from a purely marketing-driven approach to a broader strategy integrating political, social, and geopolitical dimensions.

It is worth mentioning that the journals Place Branding and Public Diplomacy and the International Journal of Communication stand out for their significant scientific impact in disseminating knowledge in this field. Influential publications, such as those by Ying Fan, Melissa Aronczyk, and Nadia Kaneva, focus on an in-depth exploration of the complex interactions between national identity, international perception, and soft power.

Methodological challenges remain, particularly regarding the measurement of the impact of nation branding campaigns and the sustainability of the results achieved. Current literature calls for a deeper exploration of digital tools, the role of global crises, and the ethical implications of this strategy.

In the wake of societal crises such as the COVID-19 pandemic and the challenges posed by climate change, sustainability and resilience have emerged as priorities for local communities and municipalities. This study explores how the development of a place brand identity can serve as a strategic tool to enhance both sustainability and resilience at the local level.

After defining these concepts in the municipal context and introducing place branding theory, practical insights are presented and validated through a case study conducted in a municipality in South Tyrol, Italy. In this case, local institutions and the community co-developed a vision rooted in their shared place brand identity. The findings highlight the role of public-civil society coalitions in creating a collective vision that fosters community belonging and ensures holistic and authentic place development.

The development of a place brand identity has multiple positive effects. Place identity emerges from socio-cultural meanings that stakeholders have about a place and its constituents (Botschen et al., 2017). The consolidation of abstract ideals into future development visions accompanied by concrete enactment plans acts as a shared identity across different stakeholders, supporting community belonging feelings (Botschen et al., 2017).

In addition, the involvement of major stakeholder groups of a place, including its residents, ensures the development of a vision that can be regarded as both ambitious and authentic (Maffei, 2023). A networked and multi-actor setting ensures that those actors that have a stake in a place can make their voice heard and co-create the envisioned place brand identity that can be then pursued and realized through multiple initiatives at different levels (Botschen et al., 2017; Maffei, 2023). The combination of citizens’ beliefs, public actors’ goals, and the elements of the place can not only increase public value but also represent an element capable of improving the distinctiveness and competitiveness of a place (Maffei, 2023). These aspects lay the foundations for the achievement of sustainability and resilience.

Sustainability and resilience are two different concepts, yet they are strongly related, with resilience sometimes seen as an additional, enhanced level of sustainability (Alibašić, 2018). Their common pursuit can therefore deliver multiple synergies so that the same resources and processes can be deployed to achieve both.

This research shows how a place brand identity can align diverse stakeholder interests, enhance public value, and contribute to a municipality’s distinctiveness and competitiveness. The study also integrates the UN Sustainable Development Goals, demonstrating their relevance for municipalities. The 17 United Nations Sustainable Development Goals (UN SDGs) represent a common reference for action worldwide towards a better future. These goals come with more specific targets to support actors in becoming sustainable in their activities.

Sources:

Alibašić, H. (2018). Sustainability and resilience planning for local governments. Springer.

Botschen, G., Promberger, K., & Bernhart, J. (2017). Brand-driven identity development of places. Journal of Place Management and Development.

Maffei, D. (2023). Brand-driven identity development of places: application, evaluation and improvement suggestions of the BIDP-framework. Journal of Place Management and Development.