Branding the Nation, the Place, the Product

This book explores contemporary practices of brand management through the multiple levels of nation, place and product. It adopts an interdisciplinary approach and draws on international case studies to examine recent phenomena in branding and to demonstrate how nation branding, place branding and product branding are substantially interwoven. It focuses on rethinking branding as a process that works through the assemblage and blurring of a multiplicity of scales, and through a variety of ‘objects’ that are differently communicated, intertwined and commodified through branding. This innovative book will be of interest to geography, sociology, cultural studies and business studies.

Branding is a profoundly geographical type of commodification process. Many things become commodities that are compared and valuated on markets around the globe. Places such as cities or regions, countries and nations attempt to acquire visibility through branding. Geographical imaginations are evoked to brand goods and places as commodities in order to show or create connections and add value. Yet, not all that is branded was originally intended and created for markets.

This volume aims to broaden current understanding of branding through a series of contributions from geography, history, political studies, cultural, and media studies, offering insight into how ordinary places, objects and practices become commodities through branding. In so doing, the contributions also show how nation, place and product as targets of branding can be seen as intertwined. To discuss these forms of branding, book chapters refer to states, cities, holiday destinations, food malls, movies, dances, post stamps and other items that serve as brands and/or are branded.

The book will be of interest to students and scholars in geography, sociology, history, cultural studies and business studies who would like to gain an understanding of the intricate and surprising ways in which things, places, and cultural practices become brands.