Nemzeti márkaépítés a válságok évtizedében Magyarországon

Takács-Mandák, Fanni (2025) Nemzeti márkaépítés a válságok évtizedében Magyarországon. JOG ÁLLAM POLITIKA: JOG- ÉS POLITIKATUDOMÁNYI FOLYÓIRAT, 17 (3). pp. 191-214. ISSN 2060-4580

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Abstract

The new situation created by the so-called decade of crises, from the migration crisis of 2015 to the escalation of the Ukrainian–Russian conflict and the subsequent COVID-19 pandemic, has forced nations to reconsider their strategies, priorities, and tools for nation branding and public diplomacy. In this new, increasingly competitive world, nation branding has become a vital means of promoting a country, particularly at a time when nation-states need to demonstrate their positive attributes more than ever. Through an examination of primary sources and interviews with senior officials from state institutions responsible for nation branding, the research analyses how Hungary has adapted its policies, strategies and institutional arrangements for nation branding in this new environment, which is sometimes highly conflictive and controversial. It also analyses the positive impact of the introduced reforms by examining changes in Hungary’s position in various international rankings, including the Anholt Nation Brands Index, Global Soft Power Index, Bloom Consulting Country Brand Rankings, Good Country Index and Global Attractiveness Index.

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