(EIN)FACH? : Komplexität, Wissen, Fortschritt und die Grenzen der Germanistik

Spätestens seit den gesellschaftlichen Modernisierungsschüben in den sechziger Jahren identifiziert auch die Germanistik Erkenntnis- und Wissenszuwachs, ja allgemeiner den "Fortschritt" ihres Fachs, mit Komplexitätserhöhung. Vor diesem Hintergrund erscheint es mir wenig plausibel, die seitdem erfolgten inneren Ausdifferenzierungen und interdisziplinären Grenzüberschreitungen als durch Identitätsverlust, Zerstreuung und Desintegration gekennzeichnete Niedergangsszenarien zu beschreiben. Die Veränderungen gehorchen der immanenten Logik germanistischer Forschung, einer "disziplinierten", auf Leistung ausgerichteten, an kooperativen Großforschungsvorhaben partizipierenden Wissensproduktion

Branding the nation: Towards a better understanding

This paper aims to clarify some misunderstanding about nation branding. It examines the origins and interpretations of the concept, and draws a comparison between nation branding and commercial branding. A new definition is offered that emphasises the need to shift from “branding” the nation to nation image management

Max Müller and the Comparative Method

This is an Author’s Accepted Manuscript of an article published by Edinburgh University Press in Comparative Critical Studies. The Version of Record is available online at: https://www.euppublishing.com/doi/10.3366/ccs.2015.016

How does Brazil measure up? Comparing rankings through the lenses of nation brand indexes

A considerable amount of literature has been published on nation brand and yet not much regarding measurement. The purpose of this paper is to examine nation brand indexes and explore the unbalanced outcomes of a country’s position in these recognized instruments. Although research has been carried out on nation brand, no single study exists comparing a country in four diverse nation brand indexes, which are the reputable ones by Anholt (2007), Fetscherin (2010), Fombrun (2014) and Anholt and Govers (2014). This paper also reflects on the critical studies perspective of the place branding research domain, discussed by Lucarelli and Berg (2011). After a qualitative approach applied to Brazil, it is believed that these indexes mutually support and complement each other - even though they use different approaches, methodologies, samples, and data. Moreover, each of them has their own strengths and weaknesses in terms of accuracy and rationality. Findings from this paper’s evaluation may guide nation brand managers, governments, and researchers to recognize that indexes should be taken into account when analysing a nation brand and its complex image. Therefore, this paper contributes to existing knowledge on the critical studies perspective of the contemporary theoretical structure of the place branding research domain by providing a comparative study based on real data-based rankings of nation brand indexes