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Nation branding efforts are carried out by means of communication. The element, which is the object of communication tools, must have an analogical connection with nation branding. The object of analogy should have attractive features that will strengthen the nation brand. Online tourism content, which has the quality to add value to nation branding, can produce a strong analogy. Online tourism content can easily be internalized in a positive way, as it creates attractive connotations such as memories, entertainment, holidays, etc. in the mind of the audience. In this direction, the research aims to reveal that the online tourism brand is a strategic transmission tool of nation branding.

The research study was carried out with the semiotics method. Content analysis has been made for the videos of GoTürkiye, Turkey's tourism brand, on YouTube.

Research findings show that content covering a large part of Turkey has been created. Messages to be given in the content; it is that Turkey has authentic and attractive elements and hosts international events. The content on GoTürkiye's YouTube has reached a significant number of views.

The research aims to reveal how to build an online nation brand through online tourism brands. In this respect, it is thought that the results can guide the politicians or marketers responsible for nation branding.

The idea of how to build an online nation branding through online tourism brands remains unclear. In this respect, the research demonstrates its original value in proposing a model that will contribute to online nation branding.

This paper aims to provide an integrated model of nation branding, propose a comprehensive definition of this concept and differentiate between nation branding and other related constructs.

To analyze nation branding academic literature, this paper used a systematic literature review approach to investigate academic studies related to nation and country branding. All relevant studies on the nation and country branding between 1996 and mid-2021 were extracted from six selected databases, including Elsevier’s Science Direct, Emerald, Sage, Wiley, Springer and Jstor, by using a Preferred Reporting Items for Systematic Reviews and Meta-Analysis process. The reviewed papers were coded and analyzed to extract themes and concepts.

The results of this paper show that nation branding is influenced by six main factors, namely, business and marketing, political, social and cultural, economic and labor, international and environmental factors; it comprises one key component, that is, nation branding; it results in five major consequences, including social, economic and financial, business, international and political consequences, and is moderated mainly by socio-demographic variables. Additional contributions of this paper are the proposal of a comprehensive definition of nation branding based on the extant literature and identifying nation branding differences with other constructs that sometimes have been previously used interchangeably with nation branding. This paper concludes with suggestions for future research in the field.

This paper uses the themes and concepts uncovered by the analysis to conceptualize nation branding, provides an integrated model of nation branding and distinguishes it from other related branding concepts. This paper also summarizes what nation branding is versus what it is not.

Literature on nation branding is heterogeneous and varies significantly, not only in terminological terms but also in theoretical approaches and practical application. This paper aims to conduct an extensive exploratory study that empirically develops a comprehensive nation brand framework for Palestine, with international applications as well.

Initially, a conceptual framework for developing a nation brand is theoretically designed. Subsequently, through a methodologically deductive–inductive approach and qualitative means, it tests, adapts and refines the framework based on empirical data collected from key stakeholders, such as government officials, politicians, business people and academics.

The theoretical part of the research uncovers the extant key models and core concepts, and it identifies several gaps, with the more prominent one being the lack of an integrated and widely adopted framework for developing a nation brand. The research, thus, conclusively builds a holistic strategic framework towards a distinct nation brand for Palestine, with generic/international application and value, also presenting the practical implications of the findings and identifying avenues for further research.

There are varying extant perspectives on the topic, with these different views often reflecting scholars’ and stakeholders’ methodological approaches, perspectives and even deeper ontological beliefs and convictions. This paper is original consequent to its multi-perspective approach, the strength of its theoretical foundation, the extent and methodological approach of its empirical research, the uniqueness of its focus and the comprehensiveness of the framework developed that can also be used as the conceptual cornerstone for testing in other nations branding studies as well.

This study aims to address a heretofore neglected area in research, nation branding, for the purpose of attracting foreign direct investment (FDI). It compares and contrasts the well-established literature on decision-making and location choice in FDI with studies in the nascent field of nation branding, with a view to developing directions for future research that result from the identification of research gaps at the intersection point between the two areas.

The study is based on a systematic and integrative review of several streams within the relevant literatures, from the theory of decision-making in FDI to the similarities and differences between advertising, promotion, branding and marketing for investment on the part of nations and sub- or supra-national places.

Each of the two areas is characterized by lack of consensus as to the principal factors that affect investor and nation decisions and actions, resulting in several knowledge gaps that need to be addressed by new research along the lines suggested in the study.

A large number of avenues for potential future research are identified, from assessing the importance of target country image in location choice to the adverse effects arising from the emphasis on “promotion” rather than “marketing” on the part of places engaged in nation branding efforts.

The study examines several problems that affect the practice of nation branding for FDI and points to alternative approaches that may enhance place marketers’ effectiveness in their efforts to attract foreign capital.

Notwithstanding the global growth of FDI in volume and importance, and the omnipresence of nation branding campaigns to promote exports or attract tourism and investment, there has been virtually no research to date on the core issue, nation branding for FDI. The study uses a strategic perspective that highlights key nation branding issues related to FDI, and FDI issues related to nation branding, and suggests a comprehensive agenda for research in the future.

Despite the growing interest by scholars, practitioners and public policymakers, there are still divergent and fragmented conceptualizations of nation branding as the field is still developing. In response, the purpose of this paper is to review and synthesize nation branding research and to provide directions for future research.

The authors review peer-reviewed theoretical and empirical journal articles published during the last two decades – from 1998 to 2018. Selected journal articles on nation branding were subsequently synthesized for further insights.

The field of nation branding is fragmented and has developed in the course of the last two decades in different directions. This paper identifies key publication outlets and articles, major theoretical and methodological approaches and primary variables of interest that exist in the nation branding literature. The findings also highlight several research themes for future research.

This research fills a need to summaries the current state of the nation branding literature and identifies research issues that need to be addressed in the future.

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.

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.

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.

Sport mega-events have received much criticism of late. However, there has been increasing awareness of the brand-related benefits from hosting a sport mega-event, with their hosting being a deliberate policy for many nations, most notably among emerging nations. One such nation is South Africa, which explicitly stated its nation branding ambitions through the staging of the 2010 FIFA World Cup. Through this single case, this paper aims to identify the unique characteristics of the sport mega-event that were leveraged for benefits of nation branding.

An interpretivist, qualitative study explored the insights of nation brand stakeholders and experts, elicited using in-depth, semi-structured interviews (n = 27) undertaken two to three years after the staging of the event.

Three characteristics of the 2010 sport mega-event were deemed by stakeholders to be unique in creating nation branding opportunities: the scale of the event that created opportunities for transformational development; the global appeal, connection and attachment of the event; and the symbolic status of the event that was leveraged for internal brand building and public diplomacy. The paper proposes that while sport mega-events provide nation branding opportunities, the extent of these benefits may vary according to the context of the nation brand with lesser-known, troubled or emerging brands seemingly having the most to gain.

While acknowledging the critique of mega-events, this paper highlights a pertinent example of an emerging nation that leveraged the potential of a sport mega-event for nation branding gains. It extends the understanding of sport mega-events and their potential for nation branding.

The purpose of this paper is to offer a new conceptual model for nation branding, rooted in the marketing literature, with associated tasks for the nation brand marketer.

The paper draws on the extant literatures on brand identity systems, cultural branding and brand equity to develop a conceptual model for nation branding. The author also identifies five key challenges faced by the nation brand marketer.

Nation branding has captured the attention of policy makers around the world, but has only received limited attention by international marketing scholars. Much of the work on nation branding is done by practitioners who regard nation branding as a separate field of inquiry. The author argues that nation branding is an important emerging new form of branding, and that we should use and adapt the rich branding literature to deepen our understanding of nation branding and develop plans for action. The author proposes a model for nation branding, which consists of six stages. Furthermore, the author identifies five issues that keep the nation brand marketer awake at night.

The paper integrates three streams of work on branding to develop a new, six-step model for building strong nation brands. For each stage, the key tasks for the nation-branding marketer are identified.

This paper aims to provide an integrative review on nation branding literature and to identify new avenues for future research on embedding nation equity into commercial brands.

Integrative review and analysis with conceptual development and future research directions.

The authors firstly identify conceptualizations and measurements of nation brand as national identity and as national image. Consistently, three theoretical perspectives investigating nation branding were given: first, the macro view focusing on nation brand broadly as political and cultural identity; second, the micro view focusing on nation brand as a country image; and finally, the integrative view using the emerging construct of nation equity. Inspired by the last theoretical view, the authors discuss four research foci that examine nation equity in commercial brands for future research.

The paper provides an integrative understanding of nation branding and identifies novel research opportunities to study this research field – building the connection between nations and commercial brands through nation equity.

This study aims to empirically examine the most common appeals recommended for use in nation branding campaigns to attract and retain skilled professionals from abroad to enhance a country’s economic competitiveness. To assess this, the authors examine how the image and reputation of a country as a destination and location for talent compare to its actual performance in terms of attracting and retaining skilled professionals. This comparison provides useful insights into the aspects of a country’s reputation that matter most for attracting the talent it needs to enhance its competitiveness.

This study uses a multivariate analysis to examine a sample of 122 countries using secondary data from the World Economic Forum, the World Bank, the UNDP and other non-governmental sources, such as the Martin Prosperity Institute at the University of Toronto. It then tests the results using a sample of 35 OECD countries to assess whether they apply to all types of countries equally.

The study finds that the two most important factors for ensuring that a country is maximizing its potential to attract skilled professionals are the availability of employment and the degree of ethnic and cultural diversity within the host country. The most important factor for ensuring that a country is maximizing its potential to retain talent, the study finds, is the availability of employment. This does not mean that other factors do not matter, but employment and diversity are crucial for attracting talent from abroad.

The study also tests the overall results of the study by using a smaller sample of 35 OECD countries. It finds that the availability of employment and high levels of GDP per capita (i.e. wealth) is important for attracting and retaining skilled professionals in more industrially developed countries.

This paper is one of the few empirical studies to examine nation branding to attract and retain talent from abroad to enhance national competitiveness. Its findings suggest that a multifaceted and holistic framework-based approach to nation branding to attract talent, such as that recommended by Silvanto and Ryan (2014), is less likely to work in the short term than an approach which primarily emphasizes employment and diversity.