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.
Vasyl Myroshnychenko shares insights into the role of strategic communication as part of nation branding, and public diplomacy in the context of Ukraine.
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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.
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Is America back again and how have recent political changes impacted Brand America? A guest commentary by Hjörtur Smárason.
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Euronews TV channel had an interesting debate last week, on nation branding and the importance to get it right, especially
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Ioulia Elmatzoglou shares her research insights into how nation branding practice is changing, and how it is used to support the image and brand of the European Union.
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