Melissa Aronczyk of the School of Communication and Information at Rutgers University presents “Branding the Nation: The Global Business of National Identity.”

Aroncyzk expounds upon the trend of national governments around the world turning to branding consultants, public relations advisers, and strategic communications experts to help them “brand” their jurisdiction. Using the tools, techniques and expertise of commercial branding is believed to help nations articulate more coherent and cohesive identities, attract foreign capital, and maintain citizen loyalty.