Italian
National Branding
Italian
national identity over the years has been expressed through various aspects of
the country’s development from history, music, religion, language, ethnicity, sexuality,
etc. Even though national identity defines how the nation views themselves as a
whole, nation branding is how “others” perceive Italy. In the article,
“National Identity and ‘the other,’” Anna Triandafyllidou states, “national
identity is defined not only from within, namely from the features that
fellow-nationals share in common but also from without, that is, through
distinguishing and differentiating the nation from other nations or ethnic
groups” (593). Triandafyllidou’s statement in her article defines national
identity and with this understanding the difference between national branding
and national identity can be attained.
Nation
branding is an accumulation of many different aspects of the nation such as: culture,
government, citizens, tourism, exports and immigration. In the article “Nation
Branding: A Tool for Nationalism?” by Jordan he states, “Nation branding
essentially communicates a nation’s policies and culture to an international
audience, the public face of international diplomacy. Arguably one of the main
goals of public diplomacy is to cultivate and communicate a certain image or
reputation of the nation state to an international audience, and this is true
of nation branding too” (Jordan). The difference between national identity
and national branding is that identity is the views from people within the
country and branding is the perspective from people outside the country. Nation
branding attracts tourists and shows what one nation stands for. For example,
America's national brand is the land of opportunity and freedom which draws in
many different cultures and ethnic groups. The Italian national identity aligns
with what the Italians portray as their national brand; Not only a romantic
getaway, but also an up and coming technological professional land of opportunity.
In
blog post one I explored the idea of Italy’s national identity and how Italians
identify as a nation. Italy had several events that changed their path as a
country, which helped shape how they identify with today. Italy identifies with
religion; they are known as a Roman Catholic nation. Italians use their past to
help solidify who they have become as a nation today. Italy used the “others” –
outsiders from a specific nation or different ethnic background -- to help form
their national identity and to create diversity throughout their nation. Blog
post two went into further analysis on the Italian performances during the
competition, Eurovision. It analyzed the lyrics of the songs pulling
assumptions of what the lyrics were indicating. The way Italy portrayed
themselves as a nation through the performers helped create an image of their
national identity. All of the songs were sung in Italian showing that they are
proud of their Italian heritage, as they were singing in their native language.
The performances were diverse from the singers that were chosen to represent
the country, to the outfits that were worn, and the style of music they sang.
This indicated that they are comfortable with who they are and what they stand
for as a nation. Although their national identity was explored through blog
post one and blog post two, their Italian identity is solidified through the
examination of their national brand.
Nation
branding is different than national identity in multiple aspects; it especially
focuses on the country’s portrayal that forms the outsider’s view on one
nation. Nation branding is crucial in making a nation’s external communication
and interaction more compelling to others. Nation branding is a nation’s image
abroad, but it is not always viewed in a positive fashion. Therefore, this has
an effect on people in Italy and their self-perception, sense of belonging and
national identity. When nation branding is applied to a country it can be
positive or negative, depending on how the nation brands oneself. Through
Italy’s performances in Eurovision, they have developed a sense of national
identity along with devising a nation brand for outsiders to refer to. Italy
has several aspects that they consider their national brand causing many
tourists to travel there to experience what Italians portray their nation to
possess. In the article, Italy Distances Itself from Stereotypical
Branding,” Nicole Winfield says, “Italy’s primary tourist attractions of food
and monuments is already well known, but its other achievements are often
downplayed and could attract a different kind of visitor for future growth. —
Samantha Shankman” (Winfield 2015). Tourist travel to Italy to experience
the amazing architecture, historical monuments, study the romance language,
visit the cathedrals such as the Vatican, museums full of art, delicious
cuisine and much more.
National
branding is something that Italy takes seriously, as they try to convey
themselves as a strong independent nation to other nations. Italy has various
aspects of their country that stand out compared to others, and fashion sense
is one that is known across the world. In the article, “Nation Branding and
National Brands,” Judd Mercer states,
“Italy
is known for its high-quality fashion and trend setting culture and right there
you have a nation brand attribute. So when a new boutique opens in the US with
an Italian name and "Made in Italy" on their products, consumers will
automatically make the connection of high quality and "trendiness" to
the nation brand” (Mercer).
This attribute of having highly
regarded fashion sense is something Italy proudly owns. This can be seen
throughout the Eurovision videos and the various trendy styles that they used.
This is one of Italy’s most obvious national brands. Alongside this
fashion brand name lies many misconstrued brands that the “other” has placed
upon Italy. Italy chose to not stand by and allow their identity to be promoted
contrary to their beliefs. Italy fought against the various distorted
stereotypes of the world through a commercial that expresses the many things
that Italy represents.
Italians
view themselves as much more than what they have been defined as by the
“others.” Many countries misconstrue Italy as a simple place made up of
fashionistas, soccer players, Latin lovers, and pizza makers. But this is
simply not true. This is demonstrated strongly in a commercial released by
Italy promoting their nation in various aspects such as: technology,
aerodynamics, medicine, science, architecture, and so much more. In the
commercial presented on the website “Skift” Nicole Winfield gives further
explanation on how Italy identifies as a nation; “Pizza makers? Italy is the
world leader in the creation of major infrastructures -- 1000 construction
sites in 90 countries” (Winfield). In the commercial they are
demonstrating, in a very clean and detailed fashion, how Italy is one of the
dominant countries and in the run for the best nation brand in the world. This
commercial is a very powerful Italian national brand maker. Not only is it
defining who Italy envisions themselves to be, but it also debauches the
“others” demeaning and racially misunderstood views of Italy in the process. In
the article “Made in Italy,” Stina Lamm and Hanna Molne stated,
The
purposes of nation branding are according to Fan (2010) to reform national
identities, enhance competitiveness, embrace political, cultural and economical
activities, promote these abroad and thus improve the image of a nation. It’s
about communicating how good you are to the world (Lamm, Monle 6).
Italy stood their ground. They made a
statement to the world, that they mean business. Italy is no longer
simply a romantic getaway or a fashion show playground, but they are beginning to
be a productive economic competitor to be reckoned with among the other
powerful countries.
National
branding is a quality that every country pertains. Each country develops a
national identity which helps the nation develop a sense of a national brand.
According to the article “Nation Branding: A Tool for Nationalism?” Jordan
stated, “Nation branding can be defined as ‘the phenomenon by which governments
engage in self-conscious activities aimed at producing a certain image of the
nation state”’ (Jordan). Jordan defines what national branding is and how
it pulls the attention of the other nations to focus on one specific nation and
their powerful qualities. National branding is formed from a nation’s identity;
without a national identity it is hard for a country to define a brand for
themselves. Italy’s brand as a romantic beautiful tourist destination is only
small part of the national brand Italy proclaims. Italy also wants to attract
more than simple tourists to their country. They are abundant in tourism, but
they desire to grow in the professional field and this is easily seen through
their Italy name brand commercial. Italy’s national brand is also shown through
the performances of Eurovision through the performers and how they represent
themselves on stage. The attire they wore, the instruments they used and the
lyrics they sang all were in correlation to the national brand of Italy. Thus
causing them to convey their love for their nation through the Eurovision
competition by clarifying their national identity. Italy believes that national
branding is important, because they have been wrongly stereotyped by other
nations.
Works
Cited
Jordan, Paul. "Nation Branding: A
Tool For Nationalism?". Journal Of Baltic Studies, vol 45, no. 3,
2013, pp. 283-303. Informa UK Limited, doi:10.1080/01629778.2013.860609.
Lamm, Stina and Hanna Molne. "Made
In Italy -The Nation Brand Of Italian Fashion". Academia.Edu, 2017,
http://www.academia.edu/25292337/Made_in_Italy_-The_nation_brand_of_Italian_fashion.
Mercer, Judd. "Nation Branding |
National Brands | Elevated Third". Elevatedthird.Com, 2017,
https://www.elevatedthird.com/news-insights/nation-branding-and-national-brands.
Triandafyllidou, Anna. "National
Identity And The 'Other'". Ethnic And Racial Studies, vol 21, no.
4, 1998, pp. 593-612. Informa UK Limited, doi:10.1080/014198798329784.
Winfield, Nicole. "Italy Distances Itself From
Stereotypical Branding In New Marketing
Ad". Skift,
2017, https://skift.com/2015/01/29/italy-distances-itself-from-stereotypical-branding-in-new-marketing-ad/.