Case Studies

Several case studies demonstrate the execution of branding strategies by various countries and regions. Usually, the aims of the strategies are; to create a national/regional identity, to update or change perceptions about the place, and to attract investors, tourists and sometimes immigrants to the region. Some examples are as follows.

References

Place of Reference	Reference	Link
Amsterdam	I Amsterdam – The campaign to re-brand Amsterdam	[1]
Colombia	Echeverri, L. M.: Nation branding: How to Market A Nation?, Colegio de Estudios Superiores de Administración CESA, March 2009	-
Copenhagen	OPEN Copenhagen – Official Webpage	-
Croatia	Hall, D: Brand Development, Tourism and National Identity: The Re-imaging of Former Yugoslavia, Journal of Brand Management, vol. 9, April 2002, no. 12, p.323-334	-
Denmark	Brand Denmark, The Copenhagen Post	[2]
Edinburgh	City Branding	[3]
Estonia	One Country. One System. Many Stories	[4]
Finland	Mission for Finland. How Finland Will Demonstrate Its Strengths by Solving the World's Most Wicked Problems	[5]
Ghana	Mathias Akotia "Nation Branding and Nation Image"	[6]
Glasgow	Glasgow's Mille Better	[7]
Greece	Branding Greece - Positioning Greece in the International Marketplace	[8]
Japan	Dinnie, K: Japan's Nation Branding: Recent Evolution and Potential Future Paths, Journal of Current Japanese Affairs	[9]
Kazakhstan	Marat, E: Nation Branding in Central Asia: A New Campaign to Present Ideas about the State and the Nation, Europe - Asia Studies, vol. 61, no. 7, September 2009, p. 1123-1136	-
Lisbon	Travel and Tourism Research Association Annual Conference: Urban Tourism-mapping the future, 24-27 September 2003, Glasgow, UK	-
Madrid	Seisdedos, G & Vaggione, P: The city branding processes: the case of Madrid, ISoCaRP Congress 2005, Landor Associates Leads a Team of WPP Agencies to Launch Brand Madrid	[10]
Melbourne	City of Melbourne – Corporate Identity	[11]
Mexico/Brazil/Argentina	Athias, L & Echegaray, F: Branding National Assets amidst Global Diversity: Differences and Similarities across Three Latin American Markets, Esomar Global Diversity Conference, May 2006	-
New Zealand	Dürr, E: Representing Purity: National Branding, Nature, and Identity in New Zealand, Humanities Research Network [www.humanitiesresearch.net], December 2007	-
Poland	Florek, M: The Country Brand as a New Challenge for Poland, Place Branding, vol. 1, no. 2, p. 205-214	-
Scotland	Houston, T: Projecting Value: Is There a Case for National Branding? Scotland The Brand – Case Study, Executive Forum on National Export Strategies, 2002	-
Shrewsbury	Creative Review - Shrewsbury's new brand campaign	[12]
Singapore	Nation Branding and National Identity: Desperately Seeking Singapore, Institute of Policy Development, 2006<	-
South Korea	About Branding Korea	[13]
Spain	Gilmore, F: A country — can it be repositioned? Spain — the success story of country branding, The Journal of Brand Management, vol. 9, April 2002, p. 281-293	-
Sweden	Anholt, S: Interview with Simon Anholt About the Image of Sweden, Swedish Ministry of Foreign Affairs,	[14]
Switzerland	Fetscherin, M: Switzerland ’ s Nation Branding Initiative to Foster Science and Technology, Higher Education and Innovation: A Case Study, Journal of Place Branding and Public Diplomacy, vol. 6, no. 1, p. 58-67	-
Thailand	Nuttavuthisit, K: Branding Thailand: Correcting the Negative Image of Sex Tourism, Journal of Place Branding and Public Diplomacy, Jan 2007, vol. 3, no.1, p. 10	-