Correspondence: Elizabeth A. Garbacz Rawson, 27 Westlands House, Bounty Road, Basingstoke RG21 3DJ, UK. Tel: + 44 (0) 7775 904326; E-mail: e.garbacz.rawson@hotmail.co.uk

¹holds a Bachelor of Journalism degree with majors in advertising and political science from the University of Nebraska-Lincoln, United States of America, and holds a Master of Science in Politics and Communication from the London School of Economics and Political Science, United Kingdom.

Received 17 July 2007; Revised 17 July 2007.

Abstract

This study explores the extent to which a country's international political actions have the potential to affect the way foreign audiences perceive a country. It proposes that a nation has a political brand which is a vital component of the entire nation brand and has the potential to significantly affect the overall brand image of a country. The thesis is explored empirically through survey questionnaires examining perceptions of the United States of America (US). Theoretically, complementary fields of study examining concepts of nonprofit and government marketing, nation branding, political marketing and public diplomacy are combined to form an understanding of the link between nation branding and a nation's political brand. The findings of this research suggest that the perceptions of the US among those surveyed are largely negative, and anchored in the country's international political actions and policy as well as US President George W. Bush.