Nation Branding in Modern History

Carolin Viktorin holds a MA in History from the Heinrich Heine University of Düsseldorf. Her current research focuses on tourism, advertising, and public relations in the Franco dictatorship.

• List of IllustrationsAcknowledgementsIntroduction: Beyond Marketing and Diplomacy: Exploring the Historical Origins of Nation BrandingCarolin Viktorin, Jessica C. E. Gienow-Hecht, Annika Estner, and Marcel K. WillPART I: BRANDING THE NATION AND SELLING THE STATE: CASE STUDIESChapter 1. Nation Branding Amid Civil War: Publishing US Foreign Policy Documents to Define and Defend the Republic, 1861-66William B. McAllisterChapter 2. From the Moralizing Appeal for Patriotic Consumption to Nation Branding: Austria and SwitzerlandOliver KühschelmChapter 3. Branding Internationalism: Displaying Art and International Cooperation in the Interwar PeriodIlaria ScagliaChapter 4. High Culture to the Rescue: Japan’s Nation Branding in the United States, 1934-40John GripentrogChapter 5. All Publicity is Good Publicity? Advertising, Public Relations, and the Branding of Spain in the United Kingdom, 1945-69Carolin ViktorinChapter 6. The Art of Branding: Rethinking American Cultural Diplomacy during the Cold WarMichael L. KrennChapter 7. Suriname: Nation Building and Nation Branding in a Postcolonial State, 1945-2015Rosemarijn HoefteChapter 8. A New Brand for Postcommunist EuropeBeata OciepkaPART II: PROMISES AND CHALLENGES OF NATION BRANDING: COMMENTARIES ON CASE STUDIESChapter 9. Historicizing the Relationship between Nation Branding and Public DiplomacyJustin HartChapter 10. Nation Branding: A Twenty-First Century TraditionMelissa AronczykChapter 11. The History of Nation Branding and Nation Branding as HistoryMads MordhorstAnnotated SourcesPreface: The Diversity of Primary Sources and the Concept of Nation BrandingIntroduction to Baron Dan Inō, “The Japanese People and their Gardens” (1935)John GripentrogImages from the 1935-36 International Exhibition of Chinese Art in LondonIlaria ScagliaA Memorandum on the Advancing American Art Fiasco of 1947Michael L. KrennIndex

“Reading this collection feels like one is at a workshop in which by the end of the day (in this case the end of the book) participants had worked together to gain a better understanding of the field and raised a host of new questions and concerns.” • Journal of Modern History“With a particularly impressive range of case studies that include Eastern and non-European case studies, the contributors to this volume bring to light new and hitherto unexplored episodes in the history of cultural diplomacy and nation branding, all supported by a wealth of empirical detail.” • Eglė Rindzevičiūtė, Kingston University