Insights

Austria wants to gain a new position in European and global markets and is planning to optimize the "brand Austria". This "Nation Branding" is a forward-looking undertaking for the Alpine republic.

Why that is so is reflected in the answer to the question: What does the brand of the nation Austria currently stand for? It primarily appeals to the "perfect world" desires of people. At first glance and from a tourism perspective, that sounds good, but it also has negative impact. Because it conceals other important talents of the nation, such as its economic prowess and research and innovation activities.

But these qualities must become apparent in order for the nation to prevail in the free international markets of the present. Countries are engaged in open and complex competition with one another – in the sales markets, supply markets, labor markets, and tourism markets. In order to position itself effectively, nation branding is indispensable for a country.

It is therefore very good news indeed that Austria is turning to nation branding. The Viennese newspaper "Der Standard" conducted an interview with Klaus-Dieter Koch about the opportunities and risks of such a nation branding project. Here you will find more information about Austria's plans and what the nation needs to consider during the implementation: "Nation Branding: Wie aus einem Land eine Marke wird" (How a country becomes a brand).