The Construction of Scotland as a Nation-Brand
The Construction of Scotland as a Nation-Brand

Summary/Abstract: Thanks to a public/private sector partnership supported by the Scottish Government, Visit Scotland has developed a comprehensive nation-branding strategy which appears to follow the four key steps identified by branding researcher Melissa Aronczyk in the implementation of nation branding – evaluation, training,identification, and implementation / communication (Aronczyk,2013:68-77). An analysis of Visit Scotland’s latest advertising campaigns, The Spirit of Scotland and Scotland is Now, demonstrates that Scotland is in the process of being constructed as a nation-brand reflecting Scotland’s national identity, not as a tourism brand imbued with the connotations of tartanry.

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