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Brand Finance at Davos: Nation branding as the key to reimagining growth

Konrad Jagodzinski
20 January 2025

On the opening day of the World Economic Forum, I had the honour of moderating a distinguished panel of nation brand leaders at the Polish Business Hub in Davos to discuss the critical role of nation branding in shaping global perceptions and driving economic success. Below, I've summarised the most important points from my session.

Participants

The session was opened by Krzysztof Gawkowski, Deputy Prime Minister and Minister of Digital Affairs of Poland. The three participants of the panel discussion, co-organised with Eastrise Group, were:

  1. Thebe Ikalafeng, Chairman of Brand Africa
  2. Mirjam Loertscher, Economic, Trade and Innovation Advisor to the Ministry of Foreign Affairs of Estonia
  3. Alexandre Edelmann, Head of Presence Switzerland

What is Nation Branding and Why Does It Matter?

Every country has a brand, whether intentionally shaped or not. Nation branding refers to strategically managing these perceptions to position a country favourably on the world stage.

Nation branding is not just about tourism campaigns or logos. It encompasses a wide array of initiatives, including:

  • Building a global narrative that reflects a country's strengths and aspirations.
  • Attracting foreign investment and fostering trade.
  • Supporting cultural diplomacy and boosting soft power.
  • Encouraging innovation and entrepreneurship.

Managing a nation's brand is no longer optional in today's interconnected world. It is a strategic asset that can shape a country's future.

How to Build and Manage a Nation Brand

Effective nation branding requires:

  1. Investment in Strategy: Successful branding begins with a commitment to understanding global perceptions and aligning them with national goals.
  2. Collaboration Across Sectors: Governments, businesses, and cultural institutions must collaborate to ensure consistent messaging and impact.
  3. Leveraging Strengths: To differentiate themselves, countries should focus on their unique strengths, whether in technology, culture, or natural resources.
  4. Measuring Impact: Data and insights must be used to track the effectiveness of branding initiatives and improve them continuously.

Examples of Nation Branding in Action

Our panel discussed several examples of nation branding in practice:

  • Switzerland: Known for its precision, neutrality, and innovation, Switzerland has crafted a brand synonymous with quality and trust, leveraging its strengths in finance, manufacturing, and tourism.
  • Estonia: A digital pioneer, Estonia has established itself as a global leader in e-governance and technological innovation, showcasing how small nations can punch above their weight on the world stage.
  • Africa: As a continent, Africa is increasingly redefining its brand through initiatives highlighting its diversity, vibrant cultures, and opportunities for economic growth, particularly in sectors like technology and renewable energy.

The Road Ahead

In our discussion, we emphasised that nation branding is not a one-time campaign but a continuous process of refinement and adaptation. Countries that actively manage their brands are better equipped to:

  • Attract global talent.
  • Enhance their geopolitical influence.
  • Build resilience in times of crisis.

I hope these insights inspire leaders, businesses, and citizens to think strategically about the image of their nations and how they can contribute to shaping it.

Watch the complete discussion to explore these ideas in more depth. Let's continue the conversation about how nations can harness the power of branding to build brighter futures at the launch of the next iteration of the Global Soft Power Index.

See you at the Global Soft Power Summit 2025

The Global Soft Power Index 2025 will be released at the Global Soft Power Summit in London on 19/20 February. The summit will explore the role of Soft Power in international relations and business – an essential tool in understanding nation branding as the key to reimagining growth. The index is the world's most comprehensive research study measuring perceptions of nation brands and a key tool for effective nation brand management.

John Kerry, the 68th U.S. Secretary of State, will be the keynote speaker. This year, the summit will focus on Responding to the Decline of Globalization. The international community is becoming increasingly divided, reversing the previously thought-to-be inevitable processes of globalisation. How can nations mobilise their Soft Power to piece together our fragmented world? You can click here to register for the 2025 Global Soft Power Summit in London.

About the Author

Konrad Jagodzinski
Place Branding Director
Brand Finance

Konrad leads Brand Finance’s place branding and soft power practice. He liaises with clients, directs consulting projects, and is responsible for the creation and promotion of the annual Global Soft Power Index, Nation Brands, and City Index studies.

Konrad has extensive experience in advising clients in the fields of place branding and public diplomacy. Before joining Brand Finance, he worked at the Polish Embassy in London where he developed and delivered successful marketing communications campaigns as well as media relations programmes of official engagements by the president, prime minister, government ministers, and the ambassador.

In his role at Brand Finance, Konrad has advised a variety of place branding organisations, including the GREAT Britain and Northern Ireland Campaign, New Zealand Story, and Cape Town Tourism.

Before moving on to grow the place branding practice, Konrad was the Communications Director of Brand Finance and Managing Director of Brand Finance’s PR agency – Brand Dialogue for 5 years. He has a proven track record in executing integrated communications strategies, having been responsible for publishing nearly 100 industry and country reports on the world’s most valuable brands on an annual basis.

Konrad has qualified with the Professional PR Diploma from the Chartered Institute of Public Relations (CIPR). He studied European Studies MA at King’s College London and the Humboldt University in Berlin, and International Relations with Political Science BA at the University of Birmingham.

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