Nation branding, in what context? Spatial competitiveness and attractiveness

Charis Vlados, Dimos Chatzinikolaou

Research output: Chapter in Book/Report/Conference proceedingChapterpeer-review


This chapter examines the conceptual evolution of national identity and specificity creation and promotion (nation branding), combining it with theoretical background and developments in the concept of competitiveness and attractiveness and suggesting a new interpretive framework for understanding nation branding policy and strategy. The chapter is divided into specific elliptical steps, with the first one concerning the critical overview of nation branding recent literature, developed towards understanding the main research directions related to competitiveness. Competitiveness and attractiveness are then presented as a dynamic and undivided diptych, which cannot be exhausted in fragmented nation-centric approaches but arises through dynamic processes at the co-evolving levels of spaces, industries, and firms. In conclusion, a systemic contour for understanding space is composed and suggested as a multi-layered continuum, called the “cone of entrepreneurial and innovational dynamics,” which can be the substantial basis for articulating an integrated nation branding policy.
Original languageEnglish
Title of host publicationHandbook of Research on Future Policies and Strategies for Nation Branding
EditorsV. Pistikou, A. Masouras, M. Komodromos
PublisherIGI Global
Number of pages19
ISBN (Print)9781799875338
Publication statusPublished - 2021


Dive into the research topics of 'Nation branding, in what context? Spatial competitiveness and attractiveness'. Together they form a unique fingerprint.

Cite this