Nordicum - Real Estate Annual Finland 2010 | Page 11

venting himself as well – in a manner of
speaking. The father of nation branding
would now like to give up fatherhood altogether.
Anholt first used the phrase ‘nation
brand’ in 1996 and the idea has created plenty of excitement in government circles in
many countries – now, finally, there was a
quick fix for a weak or negative national image! This, however, was not the case – and
is still not the case.

Brand No More
In his new book Places, Anholt maintains
that nations may indeed have brands but the
idea that it is possible to ‘do branding’ to
a country in the same way that com