Summary of “How to sell a country: the booming business of nation branding”

In the 21st century, nation branding has grown to be busy business, and its practitioners take great pains to emphasise that what they do is different from the more straightforward marketing and advertising work that came before them.
Their client in Lipetsk, the department of tourism and culture, occupies the fifth floor of a dreary building in the region’s administrative centre, a city also called Lipetsk.
At a seminar, she met Alex, who had been a lawyer for sports federations in Moscow before coming to Britain to do his MBA. “We were always talking about these kinds of things: How do people belong? Why do they belong? How are countries perceived?” she said.
Another afternoon, the team dropped into the Lipetsk State Technical University, where a class of 15 students spoke about their region and how they wanted, by and large, to leave.
His later work focuses very little on communication and branding, and much more on the abstract business of a country’s positive influence upon the world.
Restless preoccupations with national identity or ties to the land have often been prologues to periods of oppression; if a country keeps defining how people belong, it also defines how people do not belong.
The direction in which nation branding work tends to flow is problematic as well.
In Lipetsk, Natasha Grand phoned a tour operator to ask how business was going.

The orginal article.