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Branding National Identity

Branding national identity can be defined as the set of tools, methods, and ideas directed at creating an image or a representation of a nation that can be perceived and understood by diversified stakeholders. Branding itself encompasses tangible and intangible elements—that is, the items that can be easily measured as well as the ones that are more imperceptible and abstract. Thus, as far as methodology is concerned, there is a plethora of approaches used to study how national identity is branded, encompassing both qualitative and quantitative studies and relying on research tools coming from sociology, psychology, economics, and linguistics, among others. It should also be stated that branding national identity is a complex notion, since the concept of national identity as such encompasses various spheres ...

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