Diplomatic Traffic

The notion that a nation is a brand, which needs to be differentiated from other nations and promoted internationally, is relatively new but gaining acceptance. A good nation brand can greatly assist the objectives of all nations: increased trade, investment and tourism, greater international standing amongst leaders, influencers and decision makers.

Embassies established in Washington to promote their nation's interests in the American capital need to be aware of this trend, to increase their effectiveness in communicating with the many official and unofficial shapers of policy.

East West Communications, which created this site, is specialized in nation branding, and offers a range of related services.

The literature on nation branding is now multiplying, and here are some documents that provide an overview of the issue. 'The concept and benefits of nation branding' and 'Corporate strategies for a nation's success' are both written by Thomas Cromwell and Savas Kyriacou, the principals of East West Communications. Thomas Cromwell also wrote 'Why Nation Branding Is Important For Tourism.' 'The rise of the brand state' appeared in the September/October 2001 issue of Foreign Affairs , and is by Peter van Ham, a senior research fellow at the Netherlands Institute of International Relations. 'Control, control, control: Advocacy advertising and public relations', is a speech given by Marc H. Rosenberg of The Washington Post at The American University's School of Communications. The series 'Nation branding and place marketing' was written by International Business Analyst Sam Vaknin and 'Is US democracy the best brand for the world?' by Randall Frost, author of The Globalization of Trade.

The concept and benefits of nation branding
The rise of the brand state: The postmodern politics of image and reputation
Control, control, control: Advocacy advertising and public relations
Nation branding and place marketing
Is US democracy the best brand for the world?
Nation branding and place marketing - The product
Nation branding and place marketing - The price
Nation branding and place marketing - The place
Nation branding and place marketing - Promotion, sales, and advertising
Corporate strategies for a nation's success
Nation branding and place marketing - The sales force and marketing implementation oversight
Nation Branding and Place Marketing - Marketing Implementation, Evaluation, and Control
Why nation branding is important for tourism