National governments around the world are turning to branding consultants, publi
c relations advisers and strategic communications experts to help them "brand" t
heir jurisdiction. Using the tools, techniques and expertise of commercial brand
ing is believed to help nations articulate more coherent and cohesive identities
, attract foreign capital, and maintain citizen loyalty. In short, the goal of n
ation branding is to make the nation matter in a world where borders and boundar
ies appear increasingly obsolete.
