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nation brand


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.
Anna Lemberg
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?
Anna Lemberg
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.
Anna Lemberg
Oct 62 min read
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