Portal de Periódicos da CAPES

Buying into Brand Borat: Kazakhstan's Cautious Embrace of Its Unwanted “Son”

2008; Cambridge University Press; Volume: 67; Issue: 1 Linguagem: Inglês

10.2307/27652767

2325-7784

Robert A. Saunders,

Consumer Behavior in Brand Consumption and Identification

Since 1991, the Eurasian republic of Kazakhstan has endeavored to build a recognizable and credible national brand as a resource-rich, multicultural, and stable outpost in an otherwise troubled region of the globe. It is therefore not surprising that Sacha Baron Cohen, the creator of die fictitious Kazakhstani reporter “Borat Sagdiyev,” touched a raw nerve with his parody of the country and its people as bigoted and backward. While the Borat satire is both grotesque and spurious, the success of the motion picture Borat: Cultural Learnings of America for Make Benefit Glorious Nation of Kazakhstan has provided Kazakhstan with a precipitous increase in its global profile. Using the analytical tool of “nation branding,“ Robert A. Saunders discusses the challenges and opportunities the Borat film presented to the government of Kazakhstan. After some false starts, Kazakhstan has entered into a querulous but symbiotic relationship with Borat's creator to promote its own efforts to build a brand state and hone its national image in the west.