Reshaping the National Image of Azerbaijan through Nation Branding Endeavours

Abstract

Every nation possesses a nation brand image, either with or without nation branding. A well thought out nation branding campaign can however, project a nation’s image and solicit global recognition. Such an endeavor concurrently instills a greater sense of belonging, self-determination and ideals of public communication in the domestic audience. The value of nation branding for tapping the economic potential of a nation remains arguable. In this paper, an effort is being made to understand how a developing country like Azerbaijan is accruing international recognition through apt utilization of nation branding tools. Strategic, conceptual and practically relevant aspects will be analyzed to ascertain efficacy of nation branding techniques and their impact on national image building. With occasional reference to the international brands of developed countries, focus will remain on endeavors of Azerbaijan to market its name and build own national brands.