The regional brand: collective image consciousness in Africa and Southeast Asia

States in the same region are bound together by the ways in which the world imagines them as a collective. One distinguishing feature of post-Cold War regionalism is its outward orientation – the importance of the external dimension of regional cooperation. By and large, though, existing analysis of regional institutional development in the Global South does not explicitly conceptualise and theorise collective image consciousness and management. This paper works to address this conceptual gap. Making use of two cases of regional image crisis – post-1980s Africa and post-1997 Southeast Asia – it draws out two primary logics of regional image consciousness: the logic of influence and the logic of resources. A region’s ‘brand’ with respect to (dys)function and international norm (non-)compliance matters to regional actors because it affects the region’s political influence in international arenas and the region’s ability to attract resources from donors and investors.