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…
You can’t really, but you have to start somewhere. Big global brands such as Nike and IKEA are large enough in revenues to surpass the GDP of a small country. However, their brands are managed better than most countries. This is a shame because powerful country brands that are carefully managed tend to yield massive…
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…
An interview from the Baltic Times concerning Brand Estonia: The Image Makers: Estonia By Mike Collier Perhaps you could tell me about the genesis of Brand Estonia? EP: We understood quite early that we are so small, with such limited resources that to have some kind of critical mass there must be real cooperation in…
We’ve written before about Lithuania considering a country name change for the English language. Neighbouring Estonia has also considered changing the transcription in English (and in other languages) of its name. It was once proposed by Estonian journalist Eerik-Niiles Kross after he encountered an article by Darcy Wyatt, an American writer, in which she celebrated…
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…
