NATION BRANDING AND RUSSIAN FOREIGN POLICY

Abstract

Globalisation has stimulated an intense competition among countries, in which the issue of nation brand is a central consideration. Since the mid-2000s, Russia has joined a list of countries that seek to use nation branding to fulfil politically determined and directed national ambitions. In taking stock of the current debate on this issue, the author addresses how Russia uses nation branding, what ends this is intended to serve, and what tangible resources are exploited to brand the country. In this context soft power is also considered. In conclusion it is stressed that Russia`s nation branding requires a bottom-up approach to succeed, as ordinary citizens convey as much, if not more, about a country than hosted international events.