This book explores and discusses the role of strategic
communication in the nation branding process. Nation branding is
fundamentally related to managing the perceptions of the audiences.
Therefore, brand promises and messages carry the upmost importance
in assessing the success of these campaigns. Three fundamental
facets are introduced and explored in order to analyze how messages
are crafted and disseminated. Firstly, the definition and
components of nation branding are discussed. Subsequently, the
concept of nation branding is evaluated, with particular focus on
the communication tools, rhetorical mechanisms, and media platforms
that can be used to reach target audiences. Finally, the role of
strategic planning in nation branding is analyzed. The findings of
this research will help scholars and practitioners to highlight the
rhetorical aspects and strategic planning of future nation branding
campaigns.
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