Speaking at the unveiling and critical review session of the two books National Branding in Europe and National Branding in America, held on Monday evening, 29 December 2025 (8 Dey 1404), at Sarvestan Hall of the Tehran Book Garden, Safaeinejad welcomed the attendees and said: “The importance of branding in the contemporary era is felt more than ever, and familiarity with global perspectives through the translation of such books provides a valuable opportunity to develop this field of knowledge in the country.”
Qasem Safaeinejad, university professor and researcher, emphasized the deep connection between individual identity and national branding, noting that drawing on international experiences and translating up-to-date global sources can clarify the path of policymaking and national brand development in the country.
Referring to the characteristics of the two books, he added: “National Branding in America is a recent and up-to-date work that was translated and published rapidly, and adopts a critical approach to the concept of national branding. In this book, the American continent is divided into five regions and analyzed, and this comprehensive perspective allows readers to compare and gain a deeper understanding of branding processes. In contrast, National Branding in Europe (published in 2023) has a country-based structure, with each chapter written by a specialist from that particular country.”
Safaeinejad also described the difference in perspectives between the two continents as significant, stating: “In America, the approach to branding is reactive, whereas in Europe it is pursued in a structural and planned manner. Nevertheless, common points such as the importance of the role of media and diplomacy can be seen in both approaches.”
He emphasized: “Studying and analyzing these works should serve as a starting point for developing a national branding model for Iran—one that can narrate and present a realistic image of the country.”
Continuing the event, Niki Maleki, translator of National Branding in Europe and National Branding in America, pointed to the novelty of this field and said: “National branding is a relatively new concept that initially originated in the business domain, but today countries use it to create differentiation, increase political legitimacy, and attract investment. The translated books are among the most practical resources available in this field, and the European volume in particular examines the branding experiences of thirteen countries.”
In another part of the ceremony, Bahramizadeh, co-translator of the works, stated: “Events such as the twelve-day war led to a change in the image that hostile media had portrayed of Iran as a backward country, and Iran’s capabilities became more widely recognized. In National Branding in America, countries strive to present their real image, which shows that branding is the core of national communications.”
