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Papers

Nation Branding by Design

Nation Branding by Design

Year: 2015

Section: Brief Podium Papers

Editor: Amaresh Chakrabarti, Toshiharu Taura and Yukari Nagai

Author: M. Shamaeizadeh1 and C. Jun1

Institution: 1Industrial design department, Academy of art and design, Tsinghua University, Beijing, China

Section: Brief Podium Papers

Pages: 348-355

ISBN: 978-1-904670-60-5

Abstract

Nation branding has been the topic of many researches and studies in different disciplines,
such as diplomacy, economy, and marketing, during last twenty years. But there are a few
studies about this topic from design perspective. This paper will therefore approach the nation
branding topic from design point of view.
Design used to be employed in commercial and business context as a problem solver and
communicator between producers and users. The domain of design has expanded from a
creator of forms and functions, to a strategic decision maker during recent years. But this is
not the case in diplomacy context. Recent changes and new approaches in diplomacy,
specially public diplomacy has opened it to public much more than before and needs new
actors. But designers still are not into it and design is still immature and has not developed
enough in this field. This paper tries to figure out a development path of design in business
context, and accordingly suggest the future path of design domain in public diplomacy and
nation branding. Finally it suggests a thorough involvement of design thinking in whole
process of nation branding.

Keywords: Nation branding, Design domain, Design progress path

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SIG Workshop - March 2013