Nation Branding aims to measure, build and manage the reputation of Countries. Nation Branding is closely related to Public Diplomacy and in this view is really just a metaphor for how effectively Countries compete with each other for favourable perception, be it with regard to exports, governance, tourism, investment and immigration, culture and heritage, or people (Anholt, 2007).Nation Brander is who operatively plan and manage Nation Branding activities and may be seen not anymore as a Public Relations or Marketing specialization but a professional role of its own.
The Watson Society decides to support and encourage the diffusion of this relatively new profession to the Italian Country, by the means of its activities of advocacy, raising the awareness of any possible Nation Branding sector prospective stakeholder operating in Italy.
