![](https://thenational-the-national-prod.cdn.arcpublishing.com/resizer/v2/SX7ISTZHFJH3GAD3LBZLV5LHLA.jpg?smart=true&auth=5bcb3e34d6bfa14529ba1229b84dba080fe9964bc0e2a549cce292ab897eb7f8&width=400&height=225)
The 'I am Amsterdam' sculpture with crowd of tourists in front of the Rijksmuseum on Museumplein in Amsterdam
![](https://thenational-the-national-prod.cdn.arcpublishing.com/resizer/v2/EA7LFKG5UXLAFWRBFHTLO5NO5Y.jpg?smart=true&auth=f19ad337661c28475113b9da086540f6ea4f82b6eb9982c294bdc923f5fbb44a&width=400&height=225)
I heart or love New York is credited with helping the Big Apple turn around its reputation from crime, litter and unwelcoming locals to one of the greatest cities to visit
![](https://thenational-the-national-prod.cdn.arcpublishing.com/resizer/v2/ZHLSVEHHI5C2BNEWPARKJBXJLU.jpg?smart=true&auth=94cde109ee7ac67cb0e61830ab13118f691822a72eb3558319bc37b391c84f9b&width=400&height=225)
'It's More Fun in the Philippines' is unveiled in Manila on February 18, 2019, seeking to promote the country's status as an adventure destination. Shutterstock
![](https://thenational-the-national-prod.cdn.arcpublishing.com/resizer/v2/63JRZ2UHMNV32BEWABTVMEZUDY.jpg?smart=true&auth=bbd093525122d5006837c7f0ebef12366663377df777b19547399c8ab6e131f3&width=400&height=225)
Angela Merkel, Germany's chancellor, right, and Narendra Modi, India's prime minister, stand on stage as a 'Make In India' logo is displayed at the Hanover industrial fair in Hanover in April 13, 2015. Krisztian Bocsi / Bloomberg
![](https://thenational-the-national-prod.cdn.arcpublishing.com/resizer/v2/QS6J4NKGEFRZMEQSVG3D6BORTU.jpg?smart=true&auth=f6bc729579bd797068967c761ffd0e2a2e23c002f360ab0550ac7b2e3bfd92c6&width=400&height=225)
Glasgow College of Building and Printing covered in a 'People Make Glasgow' building wrap. The slogan is the brand slogan of the City of Glasgow and the building was decorated in advance of the 2014 Commonwealth Games.
![](https://thenational-the-national-prod.cdn.arcpublishing.com/resizer/v2/SX7ISTZHFJH3GAD3LBZLV5LHLA.jpg?smart=true&auth=5bcb3e34d6bfa14529ba1229b84dba080fe9964bc0e2a549cce292ab897eb7f8&width=400&height=225)
The 'I am Amsterdam' sculpture with crowd of tourists in front of the Rijksmuseum on Museumplein in Amsterdam
![](https://thenational-the-national-prod.cdn.arcpublishing.com/resizer/v2/EA7LFKG5UXLAFWRBFHTLO5NO5Y.jpg?smart=true&auth=f19ad337661c28475113b9da086540f6ea4f82b6eb9982c294bdc923f5fbb44a&width=400&height=225)
I heart or love New York is credited with helping the Big Apple turn around its reputation from crime, litter and unwelcoming locals to one of the greatest cities to visit
![](https://thenational-the-national-prod.cdn.arcpublishing.com/resizer/v2/ZHLSVEHHI5C2BNEWPARKJBXJLU.jpg?smart=true&auth=94cde109ee7ac67cb0e61830ab13118f691822a72eb3558319bc37b391c84f9b&width=400&height=225)
'It's More Fun in the Philippines' is unveiled in Manila on February 18, 2019, seeking to promote the country's status as an adventure destination. Shutterstock
![](https://thenational-the-national-prod.cdn.arcpublishing.com/resizer/v2/63JRZ2UHMNV32BEWABTVMEZUDY.jpg?smart=true&auth=bbd093525122d5006837c7f0ebef12366663377df777b19547399c8ab6e131f3&width=400&height=225)
Angela Merkel, Germany's chancellor, right, and Narendra Modi, India's prime minister, stand on stage as a 'Make In India' logo is displayed at the Hanover industrial fair in Hanover in April 13, 2015. Krisztian Bocsi / Bloomberg
![](https://thenational-the-national-prod.cdn.arcpublishing.com/resizer/v2/QS6J4NKGEFRZMEQSVG3D6BORTU.jpg?smart=true&auth=f6bc729579bd797068967c761ffd0e2a2e23c002f360ab0550ac7b2e3bfd92c6&width=400&height=225)
Glasgow College of Building and Printing covered in a 'People Make Glasgow' building wrap. The slogan is the brand slogan of the City of Glasgow and the building was decorated in advance of the 2014 Commonwealth Games.
![](https://thenational-the-national-prod.cdn.arcpublishing.com/resizer/v2/SX7ISTZHFJH3GAD3LBZLV5LHLA.jpg?smart=true&auth=5bcb3e34d6bfa14529ba1229b84dba080fe9964bc0e2a549cce292ab897eb7f8&width=400&height=225)
The 'I am Amsterdam' sculpture with crowd of tourists in front of the Rijksmuseum on Museumplein in Amsterdam
What's in a national brand? More than just a slogan and a logo as history shows
There have been some notable successes, but 'nation branding' is complex and difficult experts say
Daniel Sanderson
16 January, 2020
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