Nation branding, cultural identity and political polarization – an exploratory framework

Abstract

PurposeThe objective of this research is to propose a framework which is apt to assess how a nation branding campaign could promote cultural identity by ultimately curbing political polarization.Design/methodology/approachBy relying on a multidisciplinary approach that blends theoretical constructs from different fields the methodology is based on a mixed-method approach whereby the qualitative data stemming from a set of interviews with key-informants is coupled by a survey of Colombian citizens in order to gain in-depth insights over the impact of nation branding on political polarization.FindingsFrom the findings, it emerges that a campaign based on nation branding and targeting domestic citizens could curb political polarization within Colombia, by also fostering cultural identity.Research limitations/implicationsThe study considers only Colombia. To fully assess the robustness of the framework it would be useful to extend the analysis to a broader range of countries and to a wider set of domestic issues.Practical implicationsThe research not only provides in-depth insights on how nation branding can be used effectively in order to curb political polarization but also practical guidance on how a nation branding campaign can be effectively designed. The findings are relevant to policy-makers that have the opportunity to implement informed and educated nation branding campaigns not just overseas, but also to strategically address important domestic issues by engaging the domestic stakeholders.Originality/valueWhile country branding has been extensively investigated within the context of international business, we have a relatively limited understanding of its domestic impact. In contrast to traditional country branding literature, this paper aims to theoretically advance our understanding of nation branding and its effect on political polarization, as well as gauging its impact on cultural identity.

A nation brand development framework: the stakeholders’ perspective

“…Nations around the world have faced unprecedented challenges such as recession, political instability, internal conflict, corruption, war, refugee crises and religious war (Vecchi, et al , 2021; Shahrabani et al , 2020; Saifer, 2020; Wu et al , 2021; Garbarova and Vartiak, 2022), and they seem to adopt different strategies in an attempt to deal with these and several other challenges (Vrontis et al , 2020). However, a growing and inevitable trend for them has been to adopt nation branding strategies to achieve differentiation (Saifer, 2020) and enhance their economic performance especially in terms of tourism, investments and exports (Avraham, 2020).…”

“…However, as Dinnie (2008) also stipulated that nation branding is an exciting yet complex and controversial phenomenon. The controversy that surrounds it is largely because it is a highly publicised activity that often generates conflicting views and opinions (Vecchi et al , 2021). O’Shaughnessy and Jackson (2000), in addition, supported that the image of a nation is not only complex but also abstract, and this contradicts the meaning and central idea of the term “nation image”, which refers to the picture (image) that stakeholders have about a nation.…”

Can a nation brand be built with an online tourism brand?

“…Many studies have been done on nation branding in the past. These studies emphasized the importance of tourism in nation branding (Papadopoulos and Hamzaoui-Essoussi, 2015;Steenkamp, 2019;Papadopoulos et al, 2016;Fan, 2010;Hao et al, 2019;Vecchi et al, 2021;Andersson and Paajanen, 2012;Fetscherin and Marmier, 2010;Sataøen, 2019;Rodner and Kerrigan, 2018;Schatz et al, 2015;Berrada, 2021;Cho, 2017;Dinnie, 2008b;Jaffe, 2015;Jones, 2017;St ahlberg and Bolin, 2016;Cull, 2012Cull, , 2016Xuereb, 2017).…”

“…, 2016; Fan, 2010; Hao et al. , 2019; Vecchi et al. , 2021; Andersson and Paajanen, 2012; Fetscherin and Marmier, 2010; Sataøen, 2019; Rodner and Kerrigan, 2018; Schatz et al.…”

The philosophy of the structure of the country’s national brand

“…As you can see, researchers use a different term -«national branding» Vecchi A., Silva E.S., Angel L.M.J. have researched how a nation branding campaign could promote cultural identity by ultimately curbing political polarization (Vecchi, Silva, Angel, 2021). This study applies only to Colombia, the authors attribute the national brand of the country to the meso level, while in the our concept of brand-oriented development of the national economy is the mega level (Tabl.…”