Place branding: Dilemma or reconciliation between political ideology and economic pragmatism?

Abstract

Many already understand the need to manage a country's name as a brand that can add to or subtract from the perceived value of a country's products. There is no clash between pursuing growth, prosperity and social justice and the adoption of marketing and branding concepts and practices. These tools can be especially beneficial for emerging, newly industrialised and transitional nations struggling to succeed in an increasingly competitive marketplace. Therefore, place branding should be perceived as an effective way to reconcile ideology and economic pragmatism.