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“Putting the GREAT Back into Britain”: National Identity, Public-Private Collaboration & Transfers of Brand Equity in 2012’s Global Promotional Campaign
Karlstad University, Faculty of Arts and Social Sciences (starting 2013), Department of Geography, Media and Communication. University of Texas at Austin.
2015 (English)In: British Journal of Politics & International Relations, ISSN 1369-1481, E-ISSN 1467-856X, Vol. 17, no 2, 260-283 p.Article in journal (Refereed) Epub ahead of print
Abstract [en]

The GREAT campaign is one of the most ambitious national promotion efforts ever undertaken.Timed to make the most of Britain's raised profile during Olympic year, the aim was to promotetrade, investment and tourism under a unified identity emphasising British achievements.However, the campaign raises a number of issues. The first is how and why GREAT emerged as analternative to established structures for soft power, public diplomacy and marketing in the UK. Thesecond is the ways GREAT engages with collective identity through the nationalisation and com-modification of symbolic resources. Third is the practices used to include and exclude specific targetgroups and stakeholders. Fourth is the interaction between economic and symbolic resources,including public-private collaboration and the evidence used to determine impact and value. Thesethemes contribute to an analysis of GREAT that will be of interest to scholars of politics and IR inthe UK and internationally.

Place, publisher, year, edition, pages
Sage Publications, 2015. Vol. 17, no 2, 260-283 p.
Keyword [en]
nation branding, public diplomacy, nationalism, identity
National Category
Media and Communications
Research subject
Media and Communication Studies
URN: urn:nbn:se:kau:diva-32207DOI: 10.1111/1467-856X.12039ISI: 000352569600005OAI: diva2:720457
Available from: 2014-05-29 Created: 2014-05-29 Last updated: 2016-07-06Bibliographically approved

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Pamment, James
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