To date, gender analysis has been absent from the literature on nation branding even though marketing research and the scholarship on nationalism incorporate questions of gender into their theoretical frameworks. This article offers a gender analysis of the Canadian federal government's nation branding strategy. The research reveals that there are multiple gendered elements of the branding approach that have been deployed effectively to sell a new vision of the national brand both to Canadian citizens as well as to global audiences. The article calls for further research on the intersection between gender and nation branding as a useful lens through which to expand our understanding of nation branding practices.

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doi.org/10.1057/pb.2012.18
Place Branding and Public Diplomacy
School of Indigenous and Canadian Studies

Rankin, L.P. (2012). Gender and nation branding in 'The True North Strong and Free'. Place Branding and Public Diplomacy, 8(4), 257–267. doi:10.1057/pb.2012.18