The Art of Nation Branding

Michael Ahn () and Hsin-Ching Wu ()

Public Organization Review, 2015, vol. 15, issue 1, 157-173

Abstract: Nation Branding refers to the application of “marketing communications techniques to promote a nation’s image.” Past literature has recognized the arts and culture sector as an effective way in improving a country’s image. This paper explores the relationship between a nation’s arts and culture sector and its brand value, and investigates the role of government in this relationship over 50 countries. We find that while both arts and culture sector and dedicated ministry of culture correlated with a country’s brand value, the presence of a ministry diminished the effects of the arts and culture sector on brand value. Copyright Springer Science+Business Media New York 2015

Keywords: Nation Branding; National reputation; Soft-power; Cultural policy; Creative sector; Arts sector; Ministry of arts and culture (search for similar items in EconPapers)
Date: 2015
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Persistent link: https://EconPapers.repec.org/RePEc:kap:porgrv:v:15:y:2015:i:1:p:157-173

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DOI: 10.1007/s11115-013-0255-6

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