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Nation branding and integrated marketing communications: an ASEAN perspective

Keith Dinnie (Temple University, Japan Campus, Tokyo, Japan)
T.C. Melewar (School of Management and Law, Center for Marketing Management, Zurich University of Applied Sciences, Winterthur, Switzerland)
Kai‐Uwe Seidenfuss (University of South Australia, Adelaide, Australia)
Ghazali Musa (Marketing Department, Faculty of Business and Accountancy, University of Malaya, Kuala Lumpur, Malaysia)

International Marketing Review

ISSN: 0265-1335

Article publication date: 20 July 2010




This paper aims to examine the extent to which the nation branding activities of export promotion organisations (EPOs), investment agencies (IAs), national tourism organisations (NTOs) and embassies follow the principle of coordination that characterises an integrated marketing communications approach.


A qualitative exploratory approach was taken, comprising face‐to‐face in‐depth interviews with key informants from five Association of Southeast Asian Nations (ASEAN) involved in the implementation of nation branding communications in terms of export promotion, tourism, investment attraction and public diplomacy.


Seven key dimensions of interorganisational coordination in a nation branding context emerge from our results. These dimensions include sector, organisation domicile, mode, strategy formulation, nature, frequency and target audience.

Research limitations/implications

The relatively small dataset as well as the restricted geographic scope of the study limits the generalisability of the findings; further research is required to ascertain whether the findings of this study also apply in other settings.

Practical implications

Enhanced coordination needs to occur not only between the different governmental organisations engaged in nation branding strategy, but also between those organisations and their respective private sector stakeholders.


This paper extends previous work on the need for countries to adopt a coordinated approach to their nation branding activities. The paper is original in its examination of actors’ perceptions of the optimal degree of coordination that should occur between a country's EPO, IA, NTO and embassies. The paper is also original in its reporting of findings from a region (ASEAN) that is under‐researched relative to other areas, such as Europe and North America.



Dinnie, K., Melewar, T.C., Seidenfuss, K. and Musa, G. (2010), "Nation branding and integrated marketing communications: an ASEAN perspective", International Marketing Review, Vol. 27 No. 4, pp. 388-403.



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