Estonian Identity Construction Between Nation Branding and Building
Whilst most accounts of nation branding emphasize the economic and diplomatic relevance of the phenomenon, this article examines the way Estonia has been proposing a nation “branding + building” strategy. Drawing from an empirical study of 1) evolving campaigns of Enterprise Estonia; 2) the leverag...
| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
| Published: |
Institute of International Relations Prague
2020-06-01
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| Series: | Czech Journal of International Relations |
| Subjects: | |
| Online Access: | https://cjir.iir.cz/index.php/cjir/article/view/89 |
| Summary: | Whilst most accounts of nation branding emphasize the economic and
diplomatic relevance of the phenomenon, this article examines the way
Estonia has been proposing a nation “branding + building” strategy.
Drawing from an empirical study of 1) evolving campaigns of Enterprise
Estonia; 2) the leverage of the national e-Residency program in attracting
foreign investment; and 3) tourist and marketing strategies based on the
revisiting of ‘Estonian’ culinary tradition, we look at the way official
narratives have been claiming, with the help of nation branding elements,
that the country has quickly de-Sovietized and that there is a new
understanding of the Estonian nation and “Estonianness”. This is intended
to eventually prompt a reflection on the relationship between nation-building and nation branding, which can, in some circumstances, overlap
and influence identity construction at the domestic and international level.
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| ISSN: | 0323-1844 2570-9429 |