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9780199752164

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...her [Aronczyk's] book offers a different perspective to much of the literature on this subject, and focuses on the impact of branding on national identity and nationalism. Rula Al-Abdulrazak is senior lecturer in branding and global marketing, University of East London, The Times Higher Education ...this book is an outstanding, highly relevant book about an increasingly influential phenomenon that has spread across the world. It contributes to fill an important gap in the literature and will definitely be of interest for both students and scholars from areas such as media and communications, international relations and governance. Cesar Jimenez-Martinez, London School of Economics and Political Science Blog

Nation branding has become a globally prominent enterprise, a tool of governance as well as marketing, with its own cadre of consultants, and with implications for citizenship as well as commerce. Melissa Aronczyk's terrific and clearly written book provides the most informative account available and much-needed critical analysis. --Craig Calhoun, Director, London School of Economics and Political Science This book contributes substantially to our understanding of the powerful role of branding at the national scale. Melissa Aronczyk does a masterful job of bringing to light the key players, practices, and logics in these behind-the-scenes processes, across a variety of settings. Through exhaustive and innovative research, she reveals the growing influence of marketing in the reimagining and repositioning of the nation in our competitive global era. A must-read for students of politics, globalization, and cultural studies. --Miriam Greenberg, author of Branding New York Grounded in studies of marketing and nationalism, Branding the Nation explains how and why nations develop resonant and distinctive brands in global circulation. With theoretical agility and a refreshing lack of jargon, Melissa Aronczyk unpacks globalization's effect on identity formation in novel and compelling ways. --Michael D. Kennedy, Professor of Sociology and International Studies, Brown University Branding the Nation is a trenchant and savvy guide to a phenomenon of increasing cultural and economic significance. Melissa Aronczyk takes us on a fascinating global tour of the world of nation branding and the consciousness of its practitioners. In so doing, she shows us that the nation, far from having exhausted its relevance, is the subject of new and ever more specific forms of calculation, strategy, faith and enchantment. This is cultural studies at its best. --Rosemary Coombe, Tier One Canada Research Chair in Law, Communication and Cultural Studies,

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Melissa Aronczyk is Assistant Professor of Journalism and Media Studies at Rutgers University.

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