In January 2011 I wrote a short essay on how Bric countries were not taking full advantage of their country of origin. In there I argued that Brazil, China and India could build larger, more powerful brands by using nationality more, and that the world was ready for that. This is an excerpt from that…
We continue to look North. Some weeks ago we imagined how a country sitting around the Arctic Sea would be like if ruled by Tyler Brûlé (the Nippon-Nordic Confederation) and now we look at a region which could enter the confederation thanks to its Arctic credentials. In truth, we don’t normally look at anything below…
Some weeks ago, Russian newspapers reported that President Medvedev had just created a new commission in the Kremlin to promote a positive image of Russia abroad. It is not a new case of nation branding by far, but this high-level commission points out that countries are increasingly conscious of how critical image and reputation are…
On January 22, 2009, South Korea’s nation branding project was launched, and a few weeks ago a 10-point action plan was laid out by Euh Yoon-dae, the President of the Council on Korea’s Nation Branding. As usually with nation branding projects, South Korea’s program has been met with different views. While some applauded its policy-making…
Simon Anholt has shared a few insights on Russia’s nation brand. According to him, one of the main problems for Russia’s nation brand is a very low number of “informal ambassadors” around the world, such as famous consumer brands or international media personalities that people like and associate with Russia. The country also does not have…
In the changed global order, Russia has decided to go for “nation branding” in a big way. Bracing a plethora of teething transition troubles – from communism to capitalism, it has learnt though belatedly the imperative of market forces. Casting away its old cold war era coldness, Moscow has taken a slew of steps to…
