Page 43 - Azerbaijan State University of Economics

Sana Imran: Effects of nation branding on national identity of Azerbaijan

attracting foreign direct investment remains evident. Projecting Azerbaijan‘s business
interests internationally, the initiative is aimed to achieve greater direct foreign
investment, expand the tourist base and broaden the scope of Azerbaijan‘s exports to the
world markets. Such initiatives reflect a kindlier face of Azerbaijan‘s nationalism to a
global audience. Posters featuring the ―Welcome to Azerbaijan - The Land of Fire‖ logo
and ―Discover Azerbaijan‖, ―Lights out, Formula One Finally Races in Baku‖, ―Made
in Azerbaijan‖ appear on billboards abroad and at the national airports, quite often.
National Brands of Azerbaijan. Azerbaijan does not have high international
visibility, despite the advantages of geography, economy, political stability and safe
/ secure domestic milieu. Government of Azerbaijan has therefore, embarked upon a
well meditated nation branding campaign, which is aimed to create a distinct image
of post-Soviet state and signify its unique history, culture, folklore, traditions, social
/ moral values, natural beauty and human capital to the remaining world.
To overcome the negative impacts of petro-economic meltdown, the current
regime is attempting to resuscitate the economy by improving the indigenous industrial
wherewithal, expanding the export base, promoting tourism initiatives and introducing
the economic reforms. Nurturing of human capital also remains a priority area.
If the local industry is developed futuristically, it will enable Azerbaijan to
produce the items that have a competitive edge in quality over the rivals. Apt nation
branding efforts will project this qualitative edge in the regional or global markets to
heighten Azerbaijani identity. Paradoxically however, Azerbaijan has very little
brands of its own at the moment. Nevertheless, it is hoped that with ongoing
economic reforms and diversification of economy, lot many things will change quite
soon. Currently, Azerbaijan is famous for its pomegranates, apples, wine, carpets,
tea, silk scarfs, Mugam music, traditional dresses and customary jewelry. Moreover,
orderly conduct of mega events of international stature has also become the trade
mark of Azerbaijan. This capability has given sort of boost to the tourism industry.
Picturesque landscapes of north eastern regions of Azerbaijan and beautiful City of
Winds-Baku make Azerbaijan a preferred tourist destination. With simplification of
visa regime, tourism industry has generated sizeable revenues in the recent years.
State Oil Company of Azerbaijan Republic (SOCAR) is the top Azeri brand,
whose expertise in the petrochemical domain is praiseworthy. SOCAR is carrying
Azerbaijani flag to the region and beyond with pride. The state oil giant is attempting to
promote Azerbaijani image in Turkey, Georgia, Russia, Central Asia and even UK in a
commendable manner. Another example can be cited of Hyder Aliyev Foundation,
which holds cultural events internationally to promote Azeri image abroad. Its
contributions in philanthropist and social welfare spheres help generating a noble image
of Azerbaijan beyond its frontiers. Asan Khidmet (ASAN) is yet another signature

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