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.
Florian Kaefer in this interview shares good practice examples in nation- and country branding and tells the story of The Place Brand Observer – how it started and what it stands for.
Read more
Constanza Cea shares how Chile is positioning its country brand(ing) towards clean energy and other aspects of sustainability, attracting new investment and global attention.
Read more
Vasyl Myroshnychenko shares insights into the role of strategic communication as part of nation branding, and public diplomacy in the context of Ukraine.
Read more
Nation brand builders is the retrospective assessment of nation and place branding and its prospects for the future – by José Filipe Torres of Bloom Consulting, with a foreword by Malcolm Allan.
Read more
Is America back again and how have recent political changes impacted Brand America? A guest commentary by Hjörtur Smárason.
Read more