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In the late 1980s, political scientist Joseph Nye Jr. coined the term soft power. He defined it as it as a country’s ability to influence others without resorting to coercive pressure. Over the years, the term has been used to connote a country brand’s ability to create a positive perception and make it attractive in many ways. According to Masterclass, soft power can influence in five areas: business & trade, culture, education, governance and global…

Recently I came across a post on LinkedIn which listed key ‘differences’ between branding and marketing. The post got a lot of comments (both positive and negative), was shared widely and debated. It’s another matter that there were several claimants to the authorship of that comparison (which was not pitting one against the other of course, just drawing a comparison. Anyway, I am digressing. Marketing terminology: leaving a lot to interpretation While there are many…