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Where Is Best? : A critical deconstruction of nation brand rankings, and the creation of a less theoretically flawed index of European country brand strength

Show simple item record 2020-07-07T16:25:36Z 2020-07-07T16:25:36Z 2020-07-07
dc.title Where Is Best? : A critical deconstruction of nation brand rankings, and the creation of a less theoretically flawed index of European country brand strength en
ethesis.discipline.URI none und
ethesis.faculty Valtiotieteellinen tiedekunta fi
ethesis.faculty Faculty of Social Sciences en
ethesis.faculty Statsvetenskapliga fakulteten sv
ethesis.faculty.URI Helsingin yliopisto fi University of Helsinki en Helsingfors universitet sv
dct.creator Davies, Caelum John
dct.issued 2020
dct.language.ISO639-2 eng
dct.abstract Where is best? Much like the pay-for-access services, profiteering, and mystery that in-part defines the nation brand ranks that form the subject of this work; cross my palm with enough money and it might just be you when the results of this work’s index are revealed! Provocation aside; the concepts of nation branding and nation brands have quickly entered the spotlight of the world’s stage since Anholt first coined the term in 1996. Quickly, it has become big business. From Cool Britainia to ESTonia, nations have been quick in ‘corporatising’ their image to gain attraction and favour around the world. This work is not interested in the brands created by countries per say, rather it is interested in a country’s brand strength, that is how effective countries are in achieving the goals they set out to accomplish through their branding efforts. This work is not the first to be interested in such a thing, for within a decade of Anholt coining the term, he had developed a rank to measure and compare the strength of nation’s brands himself. Jump forward to 2020 and the world has multiple such organisations - often consultancy firms - seeking to do the same through the development of their own ranks. This work seeks to cast a critical eye over these ranks, developing an index of European country brand strength itself. Specifically, this work does three things. Firstly, it provides an understanding of ‘nation brand’ from a country level perspective, generating its findings based on literature (and lack of literature) from thirty-five countries. Secondly, it critically assesses the success and failures of nine prominent nation brand ranks, and in doing so draws from outside literature on University ranking and ranking in general. Thirdly, the crux of the work. Based on the findings gleaned from the previous aim’s outcomes, it develops an original index of country brand strength that is less analytically flawed than its comparators. Through the building its own index of country brand strength, a more holistic understanding of the challenges of indexing and ranking is developed, whist also evidencing that at least some of the shortcomings of its comparators can be overcome. This undertaking is done following OECD guidance, and inspired by the 2010 work of Marc Fetscherin. To compliment its aims, the work provides a detailed discussion on key interlinked and underlying concepts including soft power, geoeconomics, and globalisation. The index is not without fault, failing one test of soundness, but it does yield that Denmark, the Netherlands, Austria, Sweden, Ireland and Estonia share the strongest country brands within the EU. The ranks it casts a critical eye over are not without fault either, with the biggest problems reviled to be those of black boxing, subjectivity in surveying, and enablement of misinterpretation through presenting only rank positions of countries, and not index scores. en
dct.subject Country Brand
dct.subject Country Branding
dct.subject Nation Brand
dct.subject Nation Branding
dct.subject Indexing
dct.subject Ranking
dct.subject Black Boxing
dct.subject Soft Power
dct.subject Public Diplomacy
dct.subject Geoeconomics
dct.language en
ethesis.language English en
ethesis.language englanti fi
ethesis.language engelska sv
ethesis.supervisor Stadius, Peter
ethesis.thesistype pro gradu -tutkielmat fi
ethesis.thesistype master's thesis en
ethesis.thesistype pro gradu-avhandlingar sv
dct.identifier.ethesis E-thesisID:ff11bcaa-fb70-496f-bb98-8e9f23c8364b
ethesis-internal.timestamp.reviewStep 2020-05-27 06:34:37:834
dct.identifier.urn URN:NBN:fi:hulib-202007073629
dc.type.dcmitype Text
ethesis.facultystudyline Social Sciences Study Track fi
ethesis.facultystudyline Social Sciences Study Track en
ethesis.facultystudyline Social Sciences Study Track sv
ethesis.facultystudyline.URI und
ethesis.mastersdegreeprogram Euroopan ja pohjoismaiden tutkimuksen maisteriohjelma (European and Nordic Studies) fi
ethesis.mastersdegreeprogram Master's Programme in European and Nordic Studies en
ethesis.mastersdegreeprogram Magisterprogrammet i Europa- och Nordenstudier sv
ethesis.mastersdegreeprogram.URI und

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