“Christopher Browning argues convincingly that nation branding maps onto a wide variety of modes of twenty-first-century statecraft, serving as a useful implement for states as varied as Sweden, Colombia, and North Korea. In his careful treatment of the subject, he fills a gap in the field of international politics, and does so with confidence, careful scholarship, and highly relevant examples. This book will be the text of choice for international relations scholars, bringing together previous work across multiple disciplines to create a meaningful synthesis” Robert A. Saunders, State University of New York and author of Geopolitics, Northern Europe, and Nordic Noir: What Television Series Tell Us about World Politics

“Browning rejects the notion that nation branding is a mere tool, seeing it as a deeply political project instead. He challenges the pacifying nature of nation branding, its emancipatory potential and its role in building understanding between states. Instead, he invites readers to consider how nation branding practices reinforce the status quo. In demonstrating the false promise of nation branding, Browning effectively opens up new avenues for further inquiry.” International Affairs

“A long-awaited contribution to the debate surrounding the intricate interplay between nation branding and issues such as identity, security, and status within the realm of international politics. Browning’s book has paved the way for new avenues of exploration, becoming a benchmark for future studies on the evolving role of nation branding in the making of the new world order.” The International Spectator

Christopher S. Browning is reader of politics and international studies at the University of Warwick.