UNIT-10THE CURRENT STATE OF EU
IDENTITY AND DIVERSITY
EU AS BRAND
PART-1
Introduction to Country Branding
• the concept of country
branding, where countries can
be considered as brands
• countries aim to market their
unique identities, and there is
an industry built around
nation branding consultants
• Countries behave like brands,
and people associate them
with certain qualities and
characteristics.
Importance of a
Good Country Brand
• Attracting tourism, foreign
investment, talented people, exports,
and gaining influence in international
organizations like NATO
• A strong country brand can bring
money into the country and instill a
sense of pride among its citizens.
Country Stereotypes and
Categorization
• countries can be categorized
into three groups based on
public perception
• unknown countries that people
don't care about,
• well-known and polarizing
brands like superpowers,
• and countries with a single
clear stereotype
Increasing Number of
Independent Countries
• the growing number of
independent countries, from
51 member states in the
United Nations in 1945 to 193
countries today
• This increase is attributed to
factors like former colonies
gaining independence and the
dissolution of entities like the
Soviet Union and Yugoslavia.
Role of Non-Country
Economies
The video notes that half
of the top 100 economies
in the world are not
countries but corporations,
highlighting the
significance of non-
country entities in the
global economic
landscape.
