Immigration: Opportunities and Challenges

April 1, 2003

The term "branding" which at one time evoked images of hot irons and bawling cattle has come to mean the perceived set of qualities that renders something unique...that distinguishes an entity from other, similar entities. For obvious reasons, "branding" has long been of concern to the private sector where companies work hard to differentiate their products from those of their competitors. More recently, however, the term has found its way into our policy discourse. We thus find public officials talking about how to "brand" Canada in today's global world: how to create and sustain an image of the country that ...