'Living the Brand': Nationality, Globality, and the Identity Strategies of Nation Branding Consultants
The essay advances a twofold proposition. First, by enlisting the symbolic resources and resonance of nationalist discourse which perpetuate the nation-state as a necessary frame of identity, allegiance, and affiliation, nation branding maintains and extends the nation as a legitimate entity in the context of globalized modernity. Yet the practice alters the cultural context in which national identity is articulated and understood. By transposing authority from elected government officials to advertising and branding professionals, by replacing accountability with facilitation, and by fitting discussions of the nation into categories that privilege a particular kind of collective representation over diverse expression, nation branding affects the moral basis of national citizenship.