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Nation Brands and the Politics of Difference

This article documents the debates surrounding the policing of the brand “Switzerland.” It demonstrates that debating nation brands—particularly within the framework of a state policy of economic expansion—seems to be about who gets to produce and consume the desires that nations are imagined to stand for as much as about who gets to capitalize on the imagined value that these nations seem to have in specific markets. I also argue that if brands effectively seem to be precious sources of added value that can be exchanged with other forms of capital, not everybody is considered to have equal access to this capital. Because of their capability to produce and naturalize hierarchies between commodities, nation brands—and the entire institutional apparatus within which they are anchored and regulated—have also to be understood as key technologies of a state infrastructure governing the distribution of capital under current capitalistic conditions.