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.
Daniel Valverde Bagnarello on Costa Rica’s country branding strategy and how the nation is successfully linking its brand proposition with values of sustainability and climate emergency mitigation.
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David Haigh of Brand Finance, on current trends and developments in nation brand valuation and soft power performance.
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Jason McGrath of Ipsos on how cities and countries can determine and improve their brand and reputation; the importance of sustainability and how to communicate well in times of crisis.
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Soft power specialists Brand Finance share key insights from a recent white paper on the importance of soft power, leading nations and how the coronavirus pandemic is impacting perceptions.
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The Good Country Equation: How We Can Repair the World in One Generation is the latest book by Simon Anholt. Here’s why you should read it.
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