nation brand

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.

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

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.