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Abstract This article investigates the underpinnings of the Austrian image, or nation brand, in the United States. Austria’s image has been informed by aesthetic variables since before World War II, and the dissemination of images of natural beauty, Alpine purity, and culture, perfectly captured in tourism posters from the era, were welcome tactics to foster a favorable impression of the newly established Second Republic after World War II. This successfully negated much of the country’s immediate, darker past while creating much-needed revenue from tourism. The article presents results from three different studies over time to gauge if these foundations of the Austrian brand in the United States have remained in effect over time: a series of public opinion surveys, a social media analysis, and the results of focus groups conducted specifically with young Americans.
Hannes R. Richter (Sat,) studied this question.