Posted by: Just_in | September 28, 2009

The Rise of the Brand State

From a paper in Foreign Affairs, published by the Council on Foreign Relations by Peter van Ham

Ham references the modern advertising age with it’s straightforward stereotyping messages to describe nations have been branded by their largest corporations… Finland with Nokia, America with McDonalds and Microsoft, Japan with Toyota and Nintendo, etc.

Like branded products, branded states depend on trust and customer satisfaction. We talk about a state’s personality in the same way we discuss the products we consume, describing it as “friendly” (i.e., Western-oriented) and “credible” (ally), or “aggressive” (expansionist) and “unreliable” (rogue).

Here’s the Abstract


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