Communicating nation branding through media and marketing strategies in the recent decade : a second analysis review

الملخص EN

This study deals with the field of nation branding, where this field has attracted the attention of researchers powerfully in recent years.

A variety of studies dealt with this concept theoretically and applied strategies and tactics of the concept in different fields, as well as studies trying to establish theoretical foundations and scientific models for the other variables in making and activating the nation branding campaigns.

This study relied on an attempt to focus on the marketing and media aspect in nation branding studies, as many studies evaluated nation branding marketing and advertising campaigns strategies and effectiveness.

Based on the preceding, this study surveyed the literature review and conducted a second-level analysis of foreign and Arab studies that dealt with nation branding from marketing and media aspects in the last decade between 2011-2021 to determine the development of these studies and to identify the extent of the diversity of theoretical and methodological approaches and create a future vision for the field nation branding.

The study concluded that most of the studies are applied in foreign countries more than in the Arab countries, where the reflections of the nation branding of the Arab countries were only applied to a limited number of media and marketing campaigns on Egypt, Dubai and Qatar.

At the level of methodology, the studies were characterized by the diversity of research approaches used between quantitative and qualitative, but the theoretical aspect of the studies is still limited.

The studies have not proven the feasibility of nation branding campaigns if they have relied on on without integration with the policies of countries and the rest of the various institutions.