par Rafai, Mounia;Echattabi, Hicham;Mabillard, Vincent 
Référence Place Branding and Public Diplomacy, page (1-20)
Publication Publié, 2026-10-01
Référence Place Branding and Public Diplomacy, page (1-20)
Publication Publié, 2026-10-01
Article révisé par les pairs
| Résumé : | Many countries increasingly use nation branding as a strategic instrument to make themselves more appealing to investors, tourists, and talent. This article maps the evolution of the nation branding field between 2006 and 2025, identifies contributions and gaps in existing research, and proposes a research agenda. Additionally, it provides a comprehensive overview of nation branding mechanisms related to identity, image, and reputation. To our knowledge, this work is among the first studies to use a bibliometric approach focused on nation branding. Our findings reveal four major themes: (1) theoretical foundations, measurement, and strategic management of national image and reputation; (2) soft power, cultural governance, and the construction of national identity; (3) tourism, gastrodiplomacy, and sports as branding instruments; (4) country image, public diplomacy, and nation branding in times of crisis. These themes reveal theoretical, methodological, contextual, and managerial gaps in nation branding, suggesting directions for future research. |
