Nation and Regional Branding of Central Asia: Kazakhstan, Kyrgyzstan, and Uzbekistan

Nation and Regional Branding of Central Asia: Kazakhstan, Kyrgyzstan, and Uzbekistan

Gordana Pesakovic (Southern New Hampshire University, USA & OSCE Academy, Kyrgyzstan)
Copyright: © 2020 |Pages: 16
DOI: 10.4018/978-1-7998-2239-4.ch005


Central Asia is defined by its history and geography, by its people and cultures, and by geopolitics and geo-economics. Therefore, analyzing a country in the region, past, present, and future should incorporate all these elements. The purpose of this chapter is to present the development of nation branding in three countries: Kazakhstan, Kyrgyzstan, and Uzbekistan. The chapter starts with the theory of nation branding. The particularity of the Central Asia as a region and three selected countries follow. Global ranking based on different indices is presented. In the fourth section, the nation branding of each country is addressed. The fifth section highlights lessons learned from the Borat case on nation branding in Kazakhstan but relevant for other countries in the region as well. The chapter ends with the section on branding the region as a whole.
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Nation Branding

Nation branding is an emerging area of studies that requires an interdisciplinary approach. Kaneva (2011) offers her definition on nation branding “as a compendium of discourses and practices aimed at reconstituting nationhood through marketing and branding paradigms.” (p. 118) Anholt, the most prolific writer in the area of nation branding, always emphasizes the difference between what he is doing, consulting governments on what to do to get where they want to be, instead of doing their public relations campaigns. Therefore, he defines nation branding as “a component of national policy, never as a ‘campaign’ that is separate from planning, governance or economic development” (Anholt, 2008, p. 23)

Kaneva (2011) has conducted a comprehensive analysis on published research (186 published sources) on this topic and has divide them in three categories: technical-economic, political, and cultural-critical. Figure 1 summarizes the major focus of research in nation branding studies not the practice of nation branding itself.

Figure 1.

A Conceptual Map of Nation Branding Research

Source: Kaneva 2011, p. 130

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