Country Branding
Examples of successful country branding are hard to come by. The following articles offer expert insights, case studies and essential information for country branding professionals and researchers, including thoughts on country reputation and nation brand rankings.
Thea McGovern on Scotland’s Evolving Brand Strategy
Thea McGovern of Leith reflects on 15+ years of shaping Scotland’s nation brand, the shift towards values-led storytelling, and the challenges of balancing domestic and international perceptions.
Rob Catterson on How Scotland is Attracting Global Investment
Rob Catterson of Scottish Enterprise discusses how Scotland is redefining its global business brand to attract investment, leveraging innovation, sustainability, and trade opportunities.
Fernando Prado Abuín: Country Reputation Expert
Meet Fernando Prado Abuín, Managing Partner at Reputation Lab, a globally recognised expert in reputation and brand management. As co-creator of the RepTrak® methodology and developer of RepCore®, he has shaped the strategies of leading corporations, governments, and institutions worldwide.
Samantha Crawford on Brand Scotland, the Power of Storytelling, and National Pride
Future Leader Award winner Samantha Crawford on Brand Scotland, the power of storytelling, and fostering national pride.
Leonardo Nieto on Advancing Colombia’s Place Branding and Destination Management
Explore Leonardo Nieto's thoughts on Colombia's place branding and destination management: challenges, successes and trends.