#10 - From State to Brand | 07.11.2025 | Jessica Gienow-Hecht & Nicola Graef (Moderation)
‘Germany – Land of Ideas’, ‘You deserve Spain’, ‘The New Philippines’ – countries now advertise themselves like corporations. With glossy videos, catchy slogans and perfectly orchestrated campaigns, they vie for tourists, investors, skilled workers – and political sympathy. But the game of national image is older than it seems: since the First World War, democracies and dictatorships alike have been engaging in strategic nation branding to secure influence, alliances and prestige. In Vom Staat zur Marke (Reclam, 2025), historian Jessica Gienow-Hecht traces this global history of self-promotion – from superpowers such as the USA and China to small island states. In conversation with journalist and filmmaker Nicola Graef, the core question is addressed: does branding make countries stronger – or does it quietly and subtly change their political identity?