Nation Branding: building the image of a nation

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 (by the way if you can read Spanish or French you’ll probably understand most of it).