‘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?

An event of the Cluster of Excellence ‘SCRIPTS’ in cooperation with Reclam Verlag and Urania Berlin.

Jessica Gienow-Hecht is Professor of International History at the John F. Kennedy Institute of Freie Universität Berlin and Principal Investigator at the SCRIPTS Cluster of Excellence. Her research focuses on cultural foreign policy, nation branding and the history of emotions in international relations. Her current book, Vom Staat zur Marke (Reclam, 2025), examines the history of state image campaigns since the First World War. Her book Sound Diplomacy: Music and Emotions in Transatlantic Relations since 1850 (Chicago 2009, 2012) was awarded the Choice Outstanding Academic Title Award.

Nicola Graef is a journalist, documentary film director and producer with her Berlin-based company Graef Screen Productions. For over 20 years, she has been making films for cinema, ARD, Arte and ZDF on cultural, political and social topics. These include Neo Rauch – Gefährten und Begleiter (Neo Rauch – Companions and Companions), Eine einsame Stadt (A Lonely City) and, most recently, the documentaries Einsame Spitze (Lonely Top) about the crisis management of six German CEOs (ARD) and Außenpolitik am Limit (Foreign Policy at the Limit) about international crisis diplomacy with Annalena Baerbock (ARTE). She has received numerous awards for her work, including the CIVIS Media Prize.