Nation Branding
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.
Irina Tolstousov on Shaping the Moldova Country Brand
Irina Tolstousov shares insights on Moldova’s evolving identity, investment promotion and country branding strategy.
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.
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.
Public Diplomacy, Social Media, and Place Branding in the Global South: Latest Research
Discover latest research on public diplomacy, nation branding, social media, and place branding from the Global South.
Maria Lypiatska on Leading Brand Ukraine with Resilience and Vision
Discover how Maria Lypiatska, Head of Brand Ukraine, navigates the challenges of nation branding during crisis. Interview.