Annotated Bibliography:

***Please note the annotated bibliography below is used for another class. However, it does

provide you with a sample of what I am looking for and how to put together an annotated

bibliography for your final speech.

Fetscherin, M., & Marmier, P. (2010). Switzerland's Nation Branding Initiative to Foster Science

and Technology, Higher Education and Innovation: A Case Study. Place Branding and Public

Diplomacy, 7(1), 58.

Summary: I selected this source of information because it was a case study on a country taking

the initiative to better its Nation and their Brand. The first one I had seen on Nation Branding. I

also found it very informative and wanted to share some of the programs Switzerland has

implemented in the name of Nation Branding with my group and class.

Assessment: The case study was very beneficial to my project it showed me how long some

countries have been working on rebranding or creating a Nation Brand as well as learning about

some of the projects that Switzerland has created to do just that. I believe it is a very credible

source. The two co-authors are both respected advisors in their respective fields.

Fetscherin: Marc Fetscherin is an assistant professor of International Business and Marketing at

the Crummer Graduate School of Business and the International Business Department, Rollins

College. Fetscherin has edited the book China Rules (Palgrave McMillan, 2009) and contributed

to numerous books and has published numerous peer-reviewed journal articles in leading international academic journals. Note how the student provides ample evidence as to their

reasoning behind including each source as a credible source. They accomplish this, by providing

the reader with background information about each of the authors they selected for their

research.

Marmier: The director and Consul of Switzerland at Swissnex Boston, a private-public

partnership dedicated to facilitating collaboration between New England, Eastern Canada and

Switzerland in all fields related to science, technology and innovation.

Reflection: I learned more about nation branding and the efforts Switzerland is implementing to

better their own brand. I also learned about their Swissnex network and the way public and

private sectors work together on improving their country’s nation brand.

Florian, D. (2011, June 01). The Ripple Effect of Nation Branding. PR News For Smart

Communicators. Retrieved August 01, 2011, from http://www.prnewsonline.com/prinsiders/The-

Ripple-Effect-of-Nation-Branding_14956.html

Summary: I selected this article as part of my research for the project because it gave me a really

good overview on the many factors a nation’s brand can be affected by and that can also

determine which businesses will want to invest with that country.

Assessment: The source was very informative and helpful with my research in regards to top

characteristics that a good nation brand should possess. In addition I believe it to be a very

credible and unbiased article.

Florian: s associate director at the Berlin-based public affairs consultancy Dimap

Communications

Reflection: I learned how imperative a nation’s brand is and can affect their foreign business

opportunities, immigration, tourism, and more.

Krishna, V. (2011, June 30). Can a nation be rebranded?. News and Tribune.com. Retrieved July

29, 2011, from http://newsandtribune.com/columns/x1435407693/KRISHNA-Can-a-nation-be-

rebranded

Summary: I selected this piece of research as the author had a great and simple way of breaking

down what a nation brand is as well as ways to rebrand a nation in a more positive light.

Assessment: This source was pretty beneficial to my research as I was able to quote the author’s

breakdown of what nation branding is as the author put it in a simple but more detailed and

accurate way than I ever could have. The source is pretty credible as it comes from a pretty well

respected news site.

Krishna: Is a Ph. D. is professor and coordinator of the advertising program, Indiana University

Southeast.

Reflection: I learned a lot from this article in regards to what nation branding is and also what

steps a nation that has been branded negatively can take to turn their image around and rebrand

themselves as a more positive nation.

Markessinis, A. (2011, July 24). Wolff Olins on Brand America. Nation Branding | Everything

about Nation Branding and Country Brands. Retrieved July 29, 2011, from http://nation-

branding.info/2010/07/24/brand-america/

Summary: I believe why I choose this article and site as a source is all in the name “Nation

Branding – Everything about Nation Branding and Country Brands. I also choose this source

because it had branding agency: Wolff Olins’s CEO: Karl Heiselman’s take on brand America.

I

Assessment: The source was very beneficial as it had a lot of information on nation branding and

what countries are trying to rebrand themselves in a more positive aspect today. I am not sure

how credible the site is or the author as it is mostly blogs, but the commentary from Karl was

very credible as he is a respected advisor in the branding field.

Reflection: I learned a lot from this article as well as the site itself. It contains a lot of

information regarding nation branding, the ability to rebrand, what steps countries are taking to

improve their brands, and how other countries view each other and their respective nation

brands.