Contemporary Nation Branding Under Complex Political Conditions: The Case of Palestine

Abstract

This chapter builds on an extensive review of the existing literature on nation branding. It aims to study existing nation branding models, identify the key factors that contribute to the development of a nation brand and uncover any gaps in the existing literature. The outcomes of the theoretical analysis will be used to develop a conceptual framework for building the national brand of Palestine, a state characterised by controversy and political instability. The proposed conceptual framework combines elements from the models of Anholt, Dinnie and Hankinson into a unified and holistic model that highlights the importance of the government in ensuring that the entire branding process is guided by a strategic outlook and reflects the country’s vision.