Week 1 - Riley Frederking

Remaking one’s self can be extremely challenging, remaking a nation that much more so. However, Germany has managed to do just that. Once shrouded with negative connotations and perceptions, Germany been able to surpass its old images and ghosts of the past, to become one of the leaders in Simon Anholt’s Nation Brands Index. Prior to 2006, Germany had managed to become known for their high-quality technology, engineers, and well-built cars (Treat). However, during the 2006 FIFA World cup, Germany was able to capitalize on their sportsmanship and prowess to show the kindlier, “fun-loving” side of their country (Treat). In addition, Germany has shown a softer side in recent years by opening its doors to millions of refugees and migrants, and in June, Germany became the 15^th country to recognize same sex marriages (Eddy). In order for Germany to reach maximum “national aesthetics” status, I believe they could turn themselves into a tourism powerhouse and market the beauty of their country by emphasizing the museums and local attractions. However, it will be important for Germany to not “constrain [their] national identity within a commercial logic” which can lead to “commodification”, as if the identity of the nation is something to be bought and sold” (128 Kanera). The challenge moving forward, will be for Germany to maintain their index standing and expand it. For as Nadia Kanera points out, nation branding is “a long-term project” which must “inform policymaking and become implicit in the way the country is run” (124 Kanera).

Question: Which countries have lost their “national aesthetics” status recently and what were the causes leading up to it?

Eddy, Melissa. “Same-Sex Couples Wed in Germany as Marriage Law Takes Effect.” The New York Times, The New York Times, 1 Oct. 2017. Web. 1 Oct. 2017.

 “Germany Leads 2014 Nation Brands Index.” The Place Brand Observer, 30 Apr. 2016. Web. 1 Oct. 2017.

Kaneva, Nadia. "Nation Branding: Toward an Agenda for Critical Research." International Journal of Communication, vol. 5, 2011, pp. 117-141.

Lovelace, Steve. “Die Firmenländer von Deutschland: A German Brand Map.” Steve Lovelace. 25 May 2015. Digital Image. 29 Sept. 2017

“NBI.” Nation Brands Index, 24 Feb. 2017. 1 Oct. 2017.

Nock, Yannick. “What Germany Can And Can’t Do To Improve Its Image.” SZ International, 19 July 2015. Web. 29 Sept. 2017.

Treat, Isabelle. “Nation Branding ‘Made in Germany.’” Public and Cultural Diplomacy 6, 21 Mar. 2012. Web. 29 Sept. 2017.