As everybody involved in the nation branding field is well aware of, nation brands, or the image of a nation, rather than built is prompted (you don’t build it, as it exists in the minds of people only, but you prompt that mental image to change through strategically-aligned actions) but don’t get misleaded by this presentations’s inaccurate title. It is a great presentation worth reading. It’s a pity that it is available in Portuguese only (made by Gustavo Santos), but it’s so well-made that it had to be featured on Nation-Branding.info (by the way if you can read Spanish or French you’ll probably understand most of it).
Written by Andreas Markessinis
Marketing and branding consultant. Tireless traveler. Nation Branding author and blogger, some say expert too.