Back in 2009, we used Estonia and Skype as an example of how a nation brand can be strengthened through the country’s commercial brands (for a longer disquisition check out our Nation branding and national brands: Making the most of them piece). Now it seems that Estonia is honouring these recommendations as the Estonian promotion…
Tag: skype
How a nation brand can profit off the country’s brands: an exercise
As everybody involved in the nation branding industry is well aware of, great brands are the best ambassadors of a country. Think of what BMW says about Germany, or IKEA about Sweden, or Armani about Italy. Countries that sport a famous brand can reap gigantic benefits off this sort of brands. But, what happens to…