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A Song as a Nation Brand

Matton, Lilian LU (2017) SKPM08 20171
Department of Strategic Communication
Abstract
This study aims to give an overview of how nation branding is organised in the Netherlands by analysing the collaboration of individual institutions involved in nation branding and the so called ‘Holland Branding Collective’. Nation branding in the Netherlands is a fragmented field where institutions approach nation branding bottom-up with a combination of public and private actors. There are several existing nation branding expressions whilst an overarching nation brand is being developed. The individual branding expressions are approached from a technical-economic point of view in which the brand is seen as a strategic and instrumental tool. Hence, strategy and evaluation mostly aim for measurable outcome related objectives. The Holland... (More)
This study aims to give an overview of how nation branding is organised in the Netherlands by analysing the collaboration of individual institutions involved in nation branding and the so called ‘Holland Branding Collective’. Nation branding in the Netherlands is a fragmented field where institutions approach nation branding bottom-up with a combination of public and private actors. There are several existing nation branding expressions whilst an overarching nation brand is being developed. The individual branding expressions are approached from a technical-economic point of view in which the brand is seen as a strategic and instrumental tool. Hence, strategy and evaluation mostly aim for measurable outcome related objectives. The Holland Branding Collective is an informal consultation body that manages its stakeholders by means of representation. The institutions can be seen as interest groups representing the interests of their domestic stakeholders within the collective whilst using foreign offices to manage stakeholders abroad. Although the nation brand is still under development, the envisioned design is quite unique. The Dutch aim for a design in which an overarching nation brand and individual branding expressions can co-exist alongside each other and complement each other. This type of design can function as an open, self-regulating and self-correcting system where institutions keep each other aligned maintaining continuity and a shared language, meaning and narrative. In addition, the design helps to build and maintain relationships with stakeholders as well as creating an internal brand culture that can be conveyed to their stakeholders. (Less)
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author
Matton, Lilian LU
supervisor
organization
alternative title
A case study on the organisation and coordination of nation branding in the Netherlands
course
SKPM08 20171
year
type
H2 - Master's Degree (Two Years)
subject
keywords
nation branding, public diplomacy, public relations, the Netherlands, coordination, evaluation, stakeholder management
language
English
id
8926570
date added to LUP
2018-01-10 09:07:56
date last changed
2018-01-10 09:07:56
@misc{8926570,
  abstract     = {This study aims to give an overview of how nation branding is organised in the Netherlands by analysing the collaboration of individual institutions involved in nation branding and the so called ‘Holland Branding Collective’. Nation branding in the Netherlands is a fragmented field where institutions approach nation branding bottom-up with a combination of public and private actors. There are several existing nation branding expressions whilst an overarching nation brand is being developed. The individual branding expressions are approached from a technical-economic point of view in which the brand is seen as a strategic and instrumental tool. Hence, strategy and evaluation mostly aim for measurable outcome related objectives. The Holland Branding Collective is an informal consultation body that manages its stakeholders by means of representation. The institutions can be seen as interest groups representing the interests of their domestic stakeholders within the collective whilst using foreign offices to manage stakeholders abroad. Although the nation brand is still under development, the envisioned design is quite unique. The Dutch aim for a design in which an overarching nation brand and individual branding expressions can co-exist alongside each other and complement each other. This type of design can function as an open, self-regulating and self-correcting system where institutions keep each other aligned maintaining continuity and a shared language, meaning and narrative. In addition, the design helps to build and maintain relationships with stakeholders as well as creating an internal brand culture that can be conveyed to their stakeholders.},
  author       = {Matton, Lilian},
  keyword      = {nation branding,public diplomacy,public relations,the Netherlands,coordination,evaluation,stakeholder management},
  language     = {eng},
  note         = {Student Paper},
  title        = {A Song as a Nation Brand},
  year         = {2017},
}