Maria Lypiatska, Head of Brand Ukraine, explores how and why their nation brand strategy is vital to their national security, the importance of building trust in the face of disinformation, and how communications translate into collective action

We’re living in paradoxical times – but how should place brand and marketing teams be preparing to respond? We reached out to our Expert partners to discover what geopolitical, social, or economic trends they predicted would have the greatest impact on nation, region, and city brand strategies to help you prepare for the year ahead.

Christian Biller, Brand Strategist for the Swedish Institute and industry veteran, joined us to talk about how approaches to nation branding have evolved over the past decade, what skills place leaders need to succeed in the face of disinformation, and how you can future-proof your strategy.

Dive in to discover the global conditions and trends that have affected and will continue to influence nation and place branding, and three possible future scenarios place branders could be facing in the next decade.

People are getting more savvy and are quick to call out organisations who aren’t walking the talk. However, if you can embed your sustainable values throughout your organisation and ensure that your strategy is reflective of your community, it’s possible to make real impact with your approach. Here are some top examples of how cities and nations around the world are making sure that they’re living their sustainable values to lay the path for a more resilient future.

What impact does sustainability have on the reputation of your nation brand? Natalia Arenzana and Fernando Prado of Reputation Lab share learnings from the 2023 RepCore^® Nations study.

In the complex world of place branding, one thing is clear - measurement is essential. David Haigh, Chairman & CEO of Brand Finance, outlines how robust, regular measurement of stakeholder perceptions and financial value can unlock a whole new level of place brand management.

#WhatWeAreFightingFor showed the world over 600,000 reasons to fight, presenting each region of Ukraine to the world and explaining why each square kilometre of their land is essential.

Learn about Ukraine's Award entry for Best Communication Strategy: Place Brand

Nurturing reputation and coming across as an influential player are both essential objectives for building soft power. But how should nation brands go about growing reputation and influence? Drivers analysis conducted by Brand Finance experts on the Global Soft Power Index data provides the answers.

If soft power is the ability of a place to influence the behaviour or actions of other actors in the international arena, what role does place branding have in generating and promoting soft power for your place?

When Russia invaded Ukraine in February 2022, Moldova saw thousands of Ukrainian refugees fleeing across their border. As a former Soviet republic, the country was facing a communication crisis. Invest Moldova's Irina Tolstousov explains how they launched the 'Moldova for Peace' campaign and what this means for their citizen engagement and soft power one year on.

Many sustainability issues transcend national borders, and a country's commitment to sustainability therefore has a clear impact on other actors in the international arena. Brand Finance's Robert Haigh unpacks the data linking sustainability and soft power and what impact that has on tourism, trade, and beyond.

Discover how Prague is leveraging city diplomacy to take an active role in global challenges where the national government is unable to react as rapidly, and how cities can collaborate together for a more sustainable, resilient future.

As the world becomes increasingly connected, soft power is an important tool that nations can leverage to achieve economic success. Brand Finance's Place Branding Director Konrad Jagodzinski explores the link between nation brand perceptions and performance and shares some ideas on how you can leverage your soft power to grow your economy.