Nation Branding in the Decade of Crises

Tanács-Mandák, Fanni (2025) Nation Branding in the Decade of Crises. STUDIA JURIDICA ET POLITICA JAURINENSIS, 12 (1). pp. 15-33. ISSN 2064-5902

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Abstract

Italy, as most countries in the world, has been facing a long period ofcrises which has brought unprecedented challenges. Italian politiciansand scientists interpret this period as the so-called “decade of crises”(2015–2024), starting with the migration crisis of 2015, followed by theCOVID-19 pandemic and the escalation of the Ukrainian-Russian conflict.These challenges have been generating health, financial and social crisesand have profoundly affected our lives and our habits. The newchallenges also influenced political leadership, and nationalgovernments and international organisations had to react to situationswithout precedent.The new situation caused by the different crises forced nations to rethinkthe strategies, priorities and instruments they use for nation brandingand public diplomacy. In this new and increasingly competitive andinterconnected world, nation branding has become a crucial way topromote a country in a period when nation states have more need thanever to be assessed positively.The research analyses how Italy has adjusted its policies, strategies andinstitutional system responsible for nation branding accordingly in thisnew and sometimes very conflictual and controversial context. Theresearch examines primary sources, the relevant legislation, strategies,programmes and the institutional structure responsible for theirimplementation, and uses interviews with senior officials to assess theefficiency of the government's response to crises, the results of theintroduced integrated approach and “shared” governance. The analysis ofthe efficiency will be completed by analysing the evolution of Italy'sposition in international rankings, assessing whether the measuresintroduced during the crisis period have had a measurable positiveimpact.

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