Nation branding and sustainability: A comparative analysis of European countries

Alparslan Nas

doi:10.26650/CONNECTIST2023-1180834

Research Article

Nation branding and sustainability: A comparative analysis of European countries

Year 2023, Issue: 64, 183 - 211, 28.07.2023

Alparslan Nas

https://doi.org/10.26650/CONNECTIST2023-1180834

Abstract

The environmental problems of the 21st century have led countries to pay attention to issues of sustainability. The UN Sustainable Development Goals have encouraged member-states to strive for social, economic, and environmental objectives through policies that address nature, poverty, peace, equality, and diversity in society up to the year 2030. In recent years, sustainability became one of the leading discourses of a commercial culture shaped by brands, in addition to political, social, and economic fields. In this period, sustainability has also been applied to the countries’ nation branding strategies. This article aims to analyze the impact of sustainability on the formation of nation brand identity based on European countries. As the research sample, the nation branding websites of 27 European Union countries and Great Britain, Norway, Switzerland, and Türkiye were analyzed by a thematic analysis with a qualitative methodology. The research highlights that Northern European nations, which have high scores in the Sustainable Development Growth Index, are more successful in linking sustainability to their nation brand identities. Ultimately, this article highlights the expanding importance of sustainability in nation brand communication in an effort to contribute to existing studies and practices in the field.

Keywords

Europe, nation branding, nation brand identity, sustainability, thematic analysis

References

Anholt, S. (1998). Nation-Brands of the twenty-first century. Journal of Brand Management, 5(6), 395-406. https:// doi.org/10.1057/bm.1998.30. google scholar
Anholt, S. (2007). Competitive identity: The new brand management for nations, cities and regions. Palgrave Macmillan. google scholar
Anholt, S. (2011). Beyond the nation brand: The role of image and identity in international relations. In A. Pike (Ed.), Brands and Branding Geographies (pp. 289-301. https://doi.org/10.4337/9780857930842.00027). Edward Elgar Publishing. google scholar
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Carpenter, S., Takahashi, B., Cunningham, C., & Lertpratchya, A. P. (2016). Climate and sustainability: The roles of social media in promoting sustainability in higher education. International Journal of Communication, 10, 4863-4881. google scholar
de Zuniga, H. G., Copeland, L., & Bimber, B. (2014). Political consumerism: Civic engagement and the social media connection. New Media & Society (16), 488-506. https://doi.org/10.1177/1461444813487960. google scholar
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Hassan, S., & Mahrous, A. (2019). Nation branding: the strategic imperative for sustainable market competitiveness. Journal of Humanities and Applied Social Sciences, 1(2), 146-158. https://doi.org/10.1108/ JHASS-08-2019-0025. google scholar
Jang, G., & Paik, W. K. (2012). Korean Wave as tool for Korea’s new cultural diplomacy. Advances in Applied Sociology, 2(3), 196-202. http://dx.doi.org/10.4236/aasoci.2012.23026. google scholar
Jordan, P. (2014). Nation branding: A tool for nationalism? Journal of Baltic Studies, 45(3), 283-303. https://doi.org /10.1080/01629778.2013.860609. google scholar
Kaneva, N. (2011). Nation branding: Toward an agenda for critical research. International Journal of Communication, 5, 117-141. google scholar
Kaneva, N., & Cassinger, C. (2022). Centering gender in public diplomacy and nation branding: an invitation to reimagine the future of the field. Place Branding and Public Diplomacy, https://doi.org/10.1057/s41254-022-00265-3. google scholar
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Larochelle, D. L. (2020). The Greek fandom of Turkish soap operas and the tourism industry: Traveling through borders, realities, and identities. The Journal of Popular Culture, 52(6), 1472-1493. https://doi.org/10.1111/jpcu.12864. google scholar
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Marklund, C. (2014). Open skies, open minds? Shifting concepts of communication and information in Swedish public debate. In N. Götz, & C. Marklund (Eds.), The Paradox of openness (pp. 143-172). Brill. https://doi. org/10.1163/9789004281196_009. google scholar
Mino, P. (2022). Nation branding as a modern expression of colonialism in Latin America: A focus on Chile, Colombia, and Peru. International Journal of Communication, 16, 2762-2780. google scholar
Nas, A. (2017). Branding and national identity: The analysis of “Turkey: Discover The Potential” campaign. Bilig (83), 201-224. google scholar
Nas, A. (2021). Ulus Markalama: Dünyadan Örneklerle Kuram ve Uygulama. 2. Baskı. https://alparslannas.com websitesinden erişildi. ISBN: 978-625-00-9698-7. google scholar
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O’Shaughnessy, J., & Jackson, N. (2000). Treating the nation as a brand: Some neglected issues. Journal of Macromarketing, 20(1), 56-64. https://doi.org/10.1177/0276146700201006. google scholar
Olins, W. (2002). Branding the nation—the historical context. Brand Management, 9(4-5), 241-248. https://doi. org/10.1057/palgrave.bm.2540075. google scholar
Ott, H., Wang, R., & Bortree, D. (2016). Communicating sustainability online: An examination of corporate, nonprofit, and university websites. Mass Communication and Society, 19(5), 671-687. https://doi.org/10.1080 /15205436.2016.1204554. google scholar
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Rasmussen, R. K., & Merkelsen, H. (2012). The new PR of states: How nation branding practices affect the security function of public diplomacy. Public Relations Review (38), 810-818. http://dx.doi.org/10.1016/j. pubrev.2012.06.007. google scholar
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White, C. L. (2012). Brands and national image: An exploration of inverse country-of-origin effect. Place Brand Public Diplomacy (8), 110-118. https://doi.org/10.1057/pb.2012.6. google scholar
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Ulus markalama ve sürdürülebilirlik: Avrupa ülkelerinin karşılaştırmalı bir analizi

Year 2023, Issue: 64, 183 - 211, 28.07.2023

Alparslan Nas

https://doi.org/10.26650/CONNECTIST2023-1180834

Abstract

21. yüzyılda dünyada yaşanan çevresel sorunlar, devletlerin sürdürülebilirlik kavramıyla yakından ilgilenmelerine zemin hazırlamıştır. 2015 yılında Birleşmiş Milletler tarafından ilan edilen “Sürdürülebilir Kalkınma Hedefleri”, üye devletlerin toplumsal, ekonomik ve çevresel hedefler doğrultusunda doğa, yoksulluk, barış, eşitlik ve çeşitlilik gibi alanlarda politikalar üretmesini teşvik etmiştir. Son yıllarda ise sürdürülebilirliğin politik, toplumsal ve ekonomik alanların yanı sıra, markalar aracılığı ile şekillenen tüketim toplumunun da önde gelen söylemlerinden biri olarak yerleştiği dikkat çekmektedir. Bu süreçte sürdürülebilirlik olgusunun, ülkelerin ulus markalama stratejilerine de entegre edilmeye başlandığı görülmektedir. Bu çalışma sürdürülebilirliğin ulus marka kimliğinin oluşumu açısından ne derece etkili bir rol üstlendiğini Avrupa ülkeleri bağlamında analiz etmeyi amaçlamaktadır. Araştırma kapsamında 27 Avrupa Birliği üyesi ile Birleşik Krallık, İsviçre, Norveç ve Türkiye’den oluşan 31 ülkelik bir örneklem belirlenmiş, bu ülkelerin ulus markalama web siteleri nitel bir tematik analiz yöntemiyle çözümlenmiştir. Gerçekleştirilen çözümleme sonucunda ulus markalar ve sürdürülebilirlik bağlantısı dört farklı seviyede kategorize edilmiş olup, Küresel Sürdürülebilirlik Endeksi’nde üst sıralarda yer alan Kuzey Avrupa ülkelerinin sürdürülebilirlik hedeflerini ulus marka kimliklerine daha etkin bir biçimde entegre ettikleri ortaya çıkmıştır. Sonuç olarak sürdürülebilirliğin ulus marka iletişiminde belirginleşen rolüne dikkat çeken bu çalışma, sürdürülebilir ulus markaların oluşturulması çabalarına katkı sağlamayı amaçlamaktadır.

Keywords

Avrupa, ulus markalama, ulus marka kimliği, sürdürülebilirlik, tematik analiz

References

Anholt, S. (1998). Nation-Brands of the twenty-first century. Journal of Brand Management, 5(6), 395-406. https:// doi.org/10.1057/bm.1998.30. google scholar
Anholt, S. (2007). Competitive identity: The new brand management for nations, cities and regions. Palgrave Macmillan. google scholar
Anholt, S. (2011). Beyond the nation brand: The role of image and identity in international relations. In A. Pike (Ed.), Brands and Branding Geographies (pp. 289-301. https://doi.org/10.4337/9780857930842.00027). Edward Elgar Publishing. google scholar
Anholt-Ipsos Nation Brand Index (2023). https://www.ipsos.com/sites/default/files/ct/news/documents/2021-10/ NBI-2021-ipsos.pdf, Accessed: 10.02.2023. google scholar
Aronczyk, M. (2013). Branding the nation: The global business of national identity. Oxford University Press. google scholar
Beck, U. (2010). Climate for change, or how to create a green modernity. Theory, Culture & Society (27), 254-266. https://doi.org/10.1177/0263276409358729. google scholar
Bouchon, F. (2014). Truly Asia and global city? Branding strategies and contested identities in Kuala Lumpur. Place Brand Public Diplomacy (10), 6-18. https://doi.org/10.1057/pb.2013.21. google scholar
Braun, V., & Clarke, V. (2006). Using thematic analysis in psychology. Qualitative Research in Psychology, 3(2), 77101. https://doi.org/10.1191/1478088706qp063oa. google scholar
Carpenter, S., Takahashi, B., Cunningham, C., & Lertpratchya, A. P. (2016). Climate and sustainability: The roles of social media in promoting sustainability in higher education. International Journal of Communication, 10, 4863-4881. google scholar
de Zuniga, H. G., Copeland, L., & Bimber, B. (2014). Political consumerism: Civic engagement and the social media connection. New Media & Society (16), 488-506. https://doi.org/10.1177/1461444813487960. google scholar
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Finland Official Nation Brand Website (2023). “https://www.visitfinland.com/en/">https://www.visitfinland.com/en/”https://www.visitfinland.com/ en/ , Accessed: 10.02.2023. google scholar
Frank, A. K. (2017). What is the story with sustainability? A narrative analysis of diverse and contested understandings. google scholar
Journal of Environmental Studies and Science, 7(2), 310-323. https://doi.org/10.1007/s13412-016-0388-3. google scholar
Frig, M., & Sorsa, V. P. (2020). Nation branding as sustainability governance: A comparative case analysis. Business & Society, 59(6), 1151-1180. https://doi.org/10.1177/0007650318758322. google scholar
Germany Land of Ideas (2023). “https://land-der-ideen.de/en">https://land-der-ideen.de/en”https://land-der-ideen.de/en , Accessed: 10.02.2023. google scholar
Germany Official Nation Brand Website (2023). “https://www.germany.travel/en/home.html">https://www.germany.travel/en/home.html”https://www. germany.travel/en/home.html , Accessed: 10.02.2023. google scholar
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Guest, G., MacQueen, K. M., & Namey, E. E. (2012). Applied thematic analysis. Retrieved from SAGE Publications, Inc.,: https://dx.doi.org/10.4135/9781483384436 google scholar
Hassan, S., & Mahrous, A. (2019). Nation branding: the strategic imperative for sustainable market competitiveness. Journal of Humanities and Applied Social Sciences, 1(2), 146-158. https://doi.org/10.1108/ JHASS-08-2019-0025. google scholar
Jang, G., & Paik, W. K. (2012). Korean Wave as tool for Korea’s new cultural diplomacy. Advances in Applied Sociology, 2(3), 196-202. http://dx.doi.org/10.4236/aasoci.2012.23026. google scholar
Jordan, P. (2014). Nation branding: A tool for nationalism? Journal of Baltic Studies, 45(3), 283-303. https://doi.org /10.1080/01629778.2013.860609. google scholar
Kaneva, N. (2011). Nation branding: Toward an agenda for critical research. International Journal of Communication, 5, 117-141. google scholar
Kaneva, N., & Cassinger, C. (2022). Centering gender in public diplomacy and nation branding: an invitation to reimagine the future of the field. Place Branding and Public Diplomacy, https://doi.org/10.1057/s41254-022-00265-3. google scholar
Ki, E.-J., & Shin, S. (2015). Organization sustainability communication (OSC): Similarities and differences of OSC messages in the United States and South Korea. Computers in Human Behavior (48), 36-43. http://dx.doi. org/10.1016/j.chb.2015.01.029. google scholar
Larochelle, D. L. (2020). The Greek fandom of Turkish soap operas and the tourism industry: Traveling through borders, realities, and identities. The Journal of Popular Culture, 52(6), 1472-1493. https://doi.org/10.1111/jpcu.12864. google scholar
Larsen, E., Moss, S. M., & Skjelsb^k, I. (Eds.). (2021). Gender equality and nation branding in the Nordic region. Routledge. google scholar
Marklund, C. (2014). Open skies, open minds? Shifting concepts of communication and information in Swedish public debate. In N. Götz, & C. Marklund (Eds.), The Paradox of openness (pp. 143-172). Brill. https://doi. org/10.1163/9789004281196_009. google scholar
Mino, P. (2022). Nation branding as a modern expression of colonialism in Latin America: A focus on Chile, Colombia, and Peru. International Journal of Communication, 16, 2762-2780. google scholar
Nas, A. (2017). Branding and national identity: The analysis of “Turkey: Discover The Potential” campaign. Bilig (83), 201-224. google scholar
Nas, A. (2021). Ulus Markalama: Dünyadan Örneklerle Kuram ve Uygulama. 2. Baskı. https://alparslannas.com websitesinden erişildi. ISBN: 978-625-00-9698-7. google scholar
Norway Official Nation Brand Website (2023). “https://www.visitnorway.com/">https://www.visitnorway.com/”https://www.visitnorway.com/ , Accessed: 10.02.2023. google scholar
Nye, J. (2004). Soft power: The means to success in world politics. New York: Public Affairs. google scholar
Nye, J. (2008). Public diplomacy and soft power. The Annals of the American Academy of Political and Social Science, 616, 94-109. google scholar
O’Shaughnessy, J., & Jackson, N. (2000). Treating the nation as a brand: Some neglected issues. Journal of Macromarketing, 20(1), 56-64. https://doi.org/10.1177/0276146700201006. google scholar
Olins, W. (2002). Branding the nation—the historical context. Brand Management, 9(4-5), 241-248. https://doi. org/10.1057/palgrave.bm.2540075. google scholar
Ott, H., Wang, R., & Bortree, D. (2016). Communicating sustainability online: An examination of corporate, nonprofit, and university websites. Mass Communication and Society, 19(5), 671-687. https://doi.org/10.1080 /15205436.2016.1204554. google scholar
Pompper, D. (2015). Corporate social responsibility, sustainability, and public relations: Negotiating multiple complex challenges. Routledge. google scholar
Rasmussen, R. K., & Merkelsen, H. (2012). The new PR of states: How nation branding practices affect the security function of public diplomacy. Public Relations Review (38), 810-818. http://dx.doi.org/10.1016/j. pubrev.2012.06.007. google scholar
Rasmussen, R. K., & Merkelsen, H. (2014). The risks of nation branding as crisis response: A case study of how the Danish government turned the cartoon crisis into a struggle with globalization. Place Branding and Public Diplomacy (10), 230-248. https://doi.org/10.1057/pb.2014.13. google scholar
Ritzer, G. (1983). The McDonaldization of society. Journal of American Culture, 6(1), 100-107. google scholar
Roser-Renouf, C., Atkinson, L., Maibach, E., & Leiserowitz, A. (2016). The consumer as climate activist. International Journal of Communication, 10, 4759-4783. google scholar
Scharp, K. M., & Sanders, M. L. (2019). What is a theme? Teaching thematic analysis in qualitative communication research methods. Communication Teacher, 33(2), 117-121. https://doi.org/10.1080/17404622.2018.1536794. google scholar
Schatz, E. (2008). Transnational image making and soft authoritarian Kazakhstan. Slavic Review, 67(1), 50-62. https://doi.org/10.2307/27652766. google scholar
Sharma, R., Kaur, T., & Syan, A. (2021). Sustainability marketing. Emerald Publishing Limited. google scholar
Stolle, D. &. (2013). Political consumerism: Global responsibility in action. Cambridge University Press. google scholar
Sweden Official Nation Brand Website (2023). https://sweden.se/, Accessed: 10.02.2023 google scholar
Thomas, L. J. (2020). Teaching content and thematic analysis using Post Secret submissions. Communication Teacher, 34(2), 147-152. https://doi.org/10.1080/17404622.2019.1640372. google scholar
Thorson, K., Edgerly, S. L., Kligler-Vilenchik, N., Xu, Y., & Wang, L. (2016). Seeking visibility in a big tent: Digital communication and the People’s Climate March. International Journal of Communication, 10, 4784-4806. google scholar
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Valaskivi, K. (2013). A brand new future? Cool Japan and the social imaginary of the branded nation. Japan Forum, 25(4), 485-504. https://doi.org/10.1080/09555803.2012.756538. google scholar
Volcic, Z., & Andrejevic, M. (2011). Nation branding in the era of commercial nationalism. International Journal of Communication, 5, 598-618. google scholar
Weder, F., & Voci, D. (2021). From ignorance to resonance: Analysis of the transformative potential of dissensus and agonistic deliberation in sustainability communication. International Journal of Communication, 15, 163-186. google scholar
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There are 62 citations in total.

Details

Primary Language	English
Subjects	Graphics, Augmented Reality and Games (Other)
Journal Section	Research Articles
Authors	Alparslan Nas 0000-0002-1759-4357
Early Pub Date	July 28, 2023
Publication Date	July 28, 2023
Submission Date	September 27, 2022
Published in Issue	Year 2023 Issue: 64

Cite

APA	Nas, A. (2023). Nation branding and sustainability: A comparative analysis of European countries. Connectist: Istanbul University Journal of Communication Sciences(64), 183-211. https://doi.org/10.26650/CONNECTIST2023-1180834
AMA	Nas A. Nation branding and sustainability: A comparative analysis of European countries. Connectist: Istanbul University Journal of Communication Sciences. July 2023;(64):183-211. doi:10.26650/CONNECTIST2023-1180834
Chicago	Nas, Alparslan. “Nation Branding and Sustainability: A Comparative Analysis of European Countries”. Connectist: Istanbul University Journal of Communication Sciences, no. 64 (July 2023): 183-211. https://doi.org/10.26650/CONNECTIST2023-1180834.
EndNote	Nas A (July 1, 2023) Nation branding and sustainability: A comparative analysis of European countries. Connectist: Istanbul University Journal of Communication Sciences 64 183–211.
IEEE	A. Nas, “Nation branding and sustainability: A comparative analysis of European countries”, Connectist: Istanbul University Journal of Communication Sciences, no. 64, pp. 183–211, July 2023, doi: 10.26650/CONNECTIST2023-1180834.
ISNAD	Nas, Alparslan. “Nation Branding and Sustainability: A Comparative Analysis of European Countries”. Connectist: Istanbul University Journal of Communication Sciences 64 (July 2023), 183-211. https://doi.org/10.26650/CONNECTIST2023-1180834.
JAMA	Nas A. Nation branding and sustainability: A comparative analysis of European countries. Connectist: Istanbul University Journal of Communication Sciences. 2023;:183–211.
MLA	Nas, Alparslan. “Nation Branding and Sustainability: A Comparative Analysis of European Countries”. Connectist: Istanbul University Journal of Communication Sciences, no. 64, 2023, pp. 183-11, doi:10.26650/CONNECTIST2023-1180834.
Vancouver	Nas A. Nation branding and sustainability: A comparative analysis of European countries. Connectist: Istanbul University Journal of Communication Sciences. 2023(64):183-211.

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