Research. Strategy. Impact

At the crossroads of academia, business, and culture — transforming insights into tangible global outcomes.

About Anna

Marketing scientist & Educational advisor

I work at the intersection of research, strategy, and impact, translating insights into real-world change. My approach combines analytical depth with creative vision to shape projects that drive meaningful transformation across disciplines and societies.

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Scientific vector & Impact

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Our scientific focus lies at the mix of disciplines and concepts:

marketing, national identity, and soft power.

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We examine how communication, culture, and strategy shape the image and influence nations in the global arena.

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Through a combination of research, analysis, and international collaboration, our work bridges academic theory with real-world practice — connecting scholarly insights with solutions for governments, organisations, and societies.

Advocacy as the New Paradigm in Place Branding Theory

This post explores how the logic of nation branding is shifting from image management to relationship building. Drawing on recent research in place brand advocacy, it argues that trust, commitment, and citizen participation now play a central role in shaping how countries are perceived globally.

Oct 73 min read

Co-Creating a Country: The New Logic of Nation Branding

What if a nation’s most powerful campaign isn’t made by marketers, but by its citizens living the brand every day?

Oct 62 min read

Polyphony of Identity: How Multiple Stakeholders Define the Nation Brand

Who speaks for the nation and how a nation’s true image is born? It's not from campaigns or slogans, but from voices that rise together in times of change.

Oct 62 min read