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.
Current State of Country Brands in Latin America: The Voice of the Protagonists
FutureBrand’s latest report captures the state of country brands across Latin America right now - in the eyes of its protagonists.
Kata Varblane on Leading Estonia’s Evolving Nation Brand Strategy
Estonia’s Director of Country Promotion, Kata Varblane, shares insights on the country’s brand refresh, digital strengths, and what makes Estonia globally unique.
Rossana Dresdner on the Global Shift Toward Values-Based Nation Branding
Rossana Dresdner shares how countries like Chile and Sweden are redefining nation branding through values, trust, and collaboration.
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.