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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.

Interviews

Maria Lypiatska on Leading Brand Ukraine with Resilience and Vision

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Discover how Maria Lypiatska, Head of Brand Ukraine, navigates the challenges of nation branding during crisis. Interview.
Research Updates

Insights on Nation Branding in Latin America & the Caribbean, with Aglaë Perrin

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Discover Aglaé Perrin's insights on Nation Branding in Latin America & Caribbean and her unique findings on Costa Rica's brand strategy.
Insights & Advice

How Economic Development Programs Can Change Perceptions of Places

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How can economic development programs change perceptions of place? We asked our panel of place brand experts, who in this post share some innovative examples from around the world.
Book Reviews

Nation Branding in Europe – Book Review

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Nation branding in Europe: book edited by Joao Freire, with contributions from leading scholars sharing nation brand strategies from 12 European countries.
Conferences

How Sustainability Impacts Soft Power and Nation Brands – Presentation

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Panel presentation on how sustainability impacts soft power and nation brands - Brand Finance GLobal Soft Power Summit 2022, London, UK.
Conferences

Global Soft Power Summit 2022 by Brand Finance – Event Invitation

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Join leading practitioners and researchers of soft power at Brand Finance's Global Soft Power Summit 2022. A get together to discuss the next iteration of the Global Soft Power Index, and to debate the role of soft power at a time when hard power is looming large.
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ABOUT TPBO

At The Place Brand Observer, we showcase impactful place brand stories and their link to sustainable development. Bridging research and practice, we highlight influential figures shaping the global identity and reputation of cities, regions, and countries. Our focus is on revealing their diverse success stories, insights and experiences.

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