Nation Branding is a concept often misunderstood by political leaders as a magical wand through which marketing techniques could be used to “fix” the tarnished image of their nation in order to attract investment, visitors or skilled labor. (Un)fortunately, things aren’t that easy. The following articles offer summaries of latest research and reflections on the brand positioning and reputation of nations, often linked to public diplomacy.
Brand Peru, the country’s economic development and its new found sense of belonging and identity are the main topics which Dr Rolando Arellano addresses in this interview.
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Jonathan McClory, General Manager for Asia at Portland Communications, in this interview discusses the links between soft power, place branding and country reputation.
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Peter Kentie tells us how he came up with the Just ESTonishing nation branding concept for the country of Estonia in Eastern Europe, why he dedicated his time and energy to this pro bono initiative and how it has paid off for him nevertheless.
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We take a closer look at Mexico’s changing country image, triggered by artistic productions such as the Pixar movie COCO and the Cirque du Soleil show Luzia.
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Aparna Dutt Sharma discusses three nation branding pitfalls – challenges which country branding professionals frequently encounter in their attempts to position their country favorably in the eyes of potential investors, visitors and global talent.
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