National Aesthetics: Week 3- Patricia De Perio

Branding is important because it differentiate one product from another, as well as define/determine the perceived value of a product. Thus, Nation Branding is important because consumers and investors are more likely to choose/prefer nations that are perceived to be of value. But how does one country/city acquire a sense of definition or a personality? According to DeJean Joan, the answer to this question is believed to be the "product of shared sociopsychological makeup of a people.” France, for example, was able to acquire monopoly for the image of culture, romance, luxury living, and style. However, France used to not be like that, they were once known to be the “nation of shopkeepers.” Only when King Louis XIV, who has an affinity for grandeur and elegance, succeeded in his throne that France was able to redefine itself under the patronage of the king and set new standards for food, fashion, and interior decoration. It was an affair of the state, between the King and Colbert, their partnership made France’s new image possible. The King knows exactly what image he want to convey, while Colbert made sure to make it happen by working closely with the business elite and rules (trade regulations, etc) tailored to benefit his nation. The partnership between the monarchy (government) and Colbert + artisans (industry) set the foundation to reestablish a new reputation and produced a product that is now what we know of as France.

When one thinks of Italy- pasta, pizza, the Mafia, wine comes into mind. But back in the 15th century, Italy was the center of art and culture, it’s where the Renaissance started, or the birth of the period. Florence, specifically, is where it all began. Just like King Louis XIV, Cosimo de Medici had a specific image that he wants Florence to be conveyed to other people. Cosimo ruled Florence as an uncrowned monarch and his family supported the arts and the humanities which made Florence the hub for the Renaissance. The Medici family as well as other wealthy Florentines flaunted their money and power by supporting the arts and intellectuals. Thus art was everywhere, Renaissance artists and architects flourished through money because they were able to exercise and be recognized for their talents and contribution. For example, Brunelleschi was able to finish the dome of Santa Maria del Fiore cathedral in Florence. Medici also supported artist such as Donatello and Ghiberti. During Cosimo’s time, The Renaissance culture flourished and Florence became the cultural center of Europe during the 15th century. Even now, when we think of art and architecture, Italy is referenced for its grandeur and artistry.