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Nation branding, in what context? Spatial competitiveness and attractiveness

Author

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  • Vlados, Charis

    (Democritus University of Thrace, Department of Economics)

  • Chatzinikolaou, Dimos

    (Democritus University of Thrace, Department of Economics)

Abstract

This chapter examines the conceptual evolution of national identity and specificity creation and promotion (nation branding), combining it with theoretical background and developments in the concept of competitiveness and attractiveness and suggesting a new interpretive framework for understanding nation branding policy and strategy. The chapter is divided into specific elliptical steps, with the first one concerning the critical overview of nation branding recent literature, developed towards understanding the main research directions related to competitiveness. Competitiveness and attractiveness are then presented as a dynamic and undivided diptych, which cannot be exhausted in fragmented nation-centric approaches but arises through dynamic processes at the co-evolving levels of spaces, industries, and firms. In conclusion, a systemic contour for understanding space is composed and suggested as a multi-layered continuum, called the “cone of entrepreneurial and innovational dynamics,” which can be the substantial basis for articulating an integrated nation branding policy.

Suggested Citation

  • Vlados, Charis & Chatzinikolaou, Dimos, 2021. "Nation branding, in what context? Spatial competitiveness and attractiveness," DUTH Research Papers in Economics 7-2021, Democritus University of Thrace, Department of Economics.
    • Handle: RePEc:ris:duthrp:2021_007
    Note: In V. Pistikou, A. Masouras, & M. Komodromos (Eds), Handbook of Research on Future Policies and Strategies for Nation Branding (pp. 74-93). IGI Global. ISBN: 9781799875338.
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    Keywords

    Nation branding concept; Competitiveness; Attractiveness; Cone of entrepreneurial and innovational dynamics; Micro-meso-macro; Seduction of nations; Evolutionary analysis;
    All these keywords.

    JEL classification:

    • L53 - Industrial Organization - - Regulation and Industrial Policy - - - Enterprise Policy
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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