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 leverage...

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Published in:Mezinárodní vztahy 2020-01, Vol.55 (2), p.24-46
Main Authors: Polese, Abel, Ambrosio, Thomas, Kerikmäe, Tanel
Format: Article
Language:English
Subjects:
Campaigns
digitalization
Digitization
Estonia
food
Foreign investment
Governance
Identity
Leverage
Market strategy
Marketing
nation branding
Nation building
National identity
Politics / Political Sciences
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container_title Mezinárodní vztahy
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creator Polese, Abel
Ambrosio, Thomas
Kerikmäe, Tanel
description 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.
doi_str_mv 10.32422/mv.1690
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source International Bibliography of the Social Sciences (IBSS); Politics Collection; Social Science Premium Collection (Proquest) (PQ_SDU_P3); Worldwide Political Science Abstracts
subjects Campaigns
digitalization
Digitization
Estonia
food
Foreign investment
Governance
Identity
Leverage
Market strategy
Marketing
nation branding
Nation building
National identity
Politics / Political Sciences
title Estonian Identity Construction Between Nation Branding and Building
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