Correspondence: Jeremy Youde, Department of Political Science, University of Minnesota Duluth, Cina Hall 304, 1123 University Drive, Duluth, MN 55812 USA. E-mail: jyoude@d.umn.edu

¹is an assistant professor of Political Science at the University of Minnesota Duluth, USA. His work has appeared in Electoral Studies, International Relations, Africa Today, Journal of International Relations and Development and International Studies Review, among other journals.

Received 25 February 2009; Revised 25 February 2009.

Abstract

While states have long marketed themselves to promote tourism and economic development, we are now witnessing their use of modern marketing techniques as an explicit political tool. In essence, states are creating and deploying a 'brand' to advance foreign policy goals. I examine how South Africa has attempted to use its Brand South Africa campaign, a public–private programme administered by the quasi-governmental International Marketing Council of South Africa, to achieve specific foreign policy objectives. I discuss why South Africa might use this tool, how it has been successful and what its limitations might be.