Page 34 - Azerbaijan State University of Economics

THE JOURNAL OF ECONOMIC SCIENCES: THEORY AND PRACTICE, V.74, # 1, 2017, pp. 34-47

EFFECTS OF NATION BRANDING ON NATIONAL IDENTITY OF
AZERBAIJAN

Sana Imran
E-mail: [email protected]

Received 12 December 2016; accepted 18 May 2017; published online 10 July 2017

Abstract
This paper is aimed to examine how countries accrue global recognition through apt
utilization of nation branding techniques. Strategic, conceptual and practically
relevant aspects will be analyzed here in a purely academic and research based
construct to establish linkage between Nation Branding and National Identity.
Embedding of national identity in the brand marketing campaigns enhances
consumers‘ understanding, both as national citizens and global subjects. Nation
branding initiatives undertaken in a well thought out manner increase the obligation
of citizens towards political self-determination and ideals of public communication.
Employment of soft power tools in concert with lived experiences of consumers
helps in projecting brands besides heightening the national identity. Smart media
campaigns of branded products shape those brands into successful marketing
propositions. While the use of brands in influencing the national image has become
a marketing norm, products of multi-national origins still remain in great demand.
An interpretive-narrative approach has been adopted to examine Azerbaijan‘s
growing quest for global recognition and the efforts which this developing country is
making in the sphere of nation branding. With occasional reference to the
international brands of developed countries, focus will remain on endeavors of
Azerbaijan to market its name and build own national brands.

Key words: Nation Branding, National Identity, Nationalism, Global Recognition,
Brand Azerbaijan.
JEL Classification: M31

Introduction. Nation branding communicates a nation‘s policies and culture to an
international audience, the public face of international diplomacy [Paul Jordan,
―Nation Branding: A Tool for Nationalism?‖ Journal of Baltic Studies.‖ Vol. 45, No.
3, (September 2014), 283–303.] In this context, nation and states are viewed as
commodity or goods, which can accrue leverage from having a strong brand name
attached to them. To a considerable extent, the tool of branding may influence the
construction of national identity, in the spheres of diplomacy and defence, economy
and trade, fashion and industry.

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