But Simon Anholt says advertising is just a tiny part of what nation branding is about.

NPR: Consultants Develop Notion of Branding Nations

But Simon Anholt says none of that matters when it comes to brand recognition.

NPR: Consultants Develop Notion of Branding Nations

Advertising reliably pulls in visitors, says Simon Anholt, who advises governments on their international image.

ECONOMIST: America is wooing foreign tourists for the first time

Simon Anholt says nation branding works the same way.

NPR: Consultants Develop Notion of Branding Nations