Ukraine has gloomy image in the world, and needs badly a new image, but Kateryna Malyhina writes that it seems that Ukraine is still not ready for a nation branding effort: In today’s post-industrial world the creation of a positive and appealing image of a country has become very important. Transnational companies understood the rule…
An old (from 2002) yet interesting article about some of the aspects Poland approached in its nation branding effort (source here): Hitting on the idea of the kite was ”like finding gold in the street,” Szymon Gutkowski says. Gutkowski is the managing director of DDB Corporate Profiles, an advertising agency in Warsaw. A kite, he…
[Taken from here] The tools of brand marketing throw useful analytical light on the problems Israel faces in the court of world public opinion. Sophisticated salesmanship cannot solve Israel’s fundamental problems, but the discipline of brand management has some useful lessons nevertheless for a nation that must trade, attract investment and tourists, and participate in…
Because of well-known reasons, by 1989 countries in the former Soviet Bloc in Eastern Europe had acquired a grim image in the West. The former Communist nations in the so-called ‘Eastern Europe’ were imagined as backward, grey, poor, uneducated – somewhat inferior to the West. It may have been the work of an efficient Cold…
The Economist newspaper has published an article about nation branding, coinciding with the scandal unleashed with Borat and Kazakhstan: For 15 years you have tried to make the world aware of your newly born country. It is huge—the size of western Europe—rich in natural resources, modernising fast. But progress is frustratingly slow. Then a pestilential…
A good article about re-branding Serbia has appeared at Invest-in-Serbia.com: Rebranding Serbia: A Hobby Shortly to Become a Full-Time Job?! Living in Western Europe as a person of Serbian origin leaves a lot to be desired. The reactions one experiences on a daily basis, when the word ‘Serbia’ or ‘Serbian’ is uttered, vary from…
As you know, Jeremy Hildreth is one of the new stars of nation branding. In October 2006, he participated as a Saffron Brand Consultants member at a conference about nation branding named “Image and Identity” which took place in Budapest. The meeting was organized by the Hungarian think-tank Demos and there Hildreth gave this interesting…
