Book review: Branding the nation: the global business of national identity, by Melissa Aronczyk

"Branding the Nation: The Global Business of National Identity." Melissa Aronczyk. Oxford University Press. October 2013. --- National governments around the world are turning to branding consultants, public relations advisers and strategic communications experts to help them “brand” their jurisdiction. Using the tools, techniques and expertise of commercial branding is believed to help nations articulate more coherent and cohesive identities, attract foreign capital, and maintain citizen loyalty. Branding the Nation examines case studies in twelve countries and has in-depth interviews with nation branding experts and their national clients. César Jiménez-Martínez believes this book offers an exhaustive critique of the phenomenon of nation branding in regards to national identity, globalisation and neoliberalism.