Advances in Economics and Business Vol. 5(2), pp. 76 - 82
DOI: 10.13189/aeb.2017.050204
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Strengthening the National Identity through Brands

Sana Imran *
Department of Economics and Management, Khazar University, Azerbaijan


This paper is aimed to highlight the significance of 'Brands' for strengthening the 'National Identity'. It is a modest attempt to analyze how nations accrue global recognition through a systematic proliferation of national brands. Meticulously prepared advertisements and a well thought out media campaign often shape branded products into successful marketing propositions. While the use of brands in influencing the overall national image has become a marketing imperative, products of multi-national origins still remain in great demand. A fine linkage can be traced between the country of origin of a particular brand, the national identity, contribution of brand towards enhancing the national image and consumer ethno-centrism. The conceptual, strategic and practically relevant aspects of this association along with the managerial implications will be discussed in this paper, in a purely academic and research based construct, with a view to validating the following postulates: 1) Brands impact upon the construction of national identity. 2) Brands' influence on national identity is equally applicable in the spheres of diplomacy, defense, economy, trade, fashion and industry. 3) Countries have gained more fame globally, due to their branded products in all walks of life.

Competitive Identity, Country of Origin, National Identity, Nation Brand, National Image, Consumer Ethnocentrism

Cite This Paper in IEEE or APA Citation Styles
(a). IEEE Format:
[1] Sana Imran , "Strengthening the National Identity through Brands," Advances in Economics and Business, Vol. 5, No. 2, pp. 76 - 82, 2017. DOI: 10.13189/aeb.2017.050204.

(b). APA Format:
Sana Imran (2017). Strengthening the National Identity through Brands. Advances in Economics and Business, 5(2), 76 - 82. DOI: 10.13189/aeb.2017.050204.