How to Do Things with Brands: Uses of National Identity

Abstract

The article presents the author's insights about nation branding in context of globalization. As reported, the author tries to highlight the conditions that had led to assert the need to make national identity useful and ask about the implications that practices and principles of nation branding may have for self-understanding as national citizens, for commitment to terms of political self-determination and for ideals of public communication. The author opines that the key dimension of nation-branding process is to assemble several groups including government parties, civil society actors, and citizens in order to create the new national identity.