The nation brand of Greece

Greece is entering a new era. Leaving behind the financial crisis, the country has undergone a profound transformation and is now seen as a rising diplomatic and economic power in Southeast Europe and the Eastern Mediterranean. From once a calamity, Greece has become a success story. With this transformation, new thinking is needed to shape Greece's new narrative. The question is how can it direct and communicate this success and leave negative perceptions of the recent past behind. In other words: How can Greece cultivate a new nation brand?

Nation branding is a relatively new concept and is still being developed. However, the underlying theory holds that the better a country's image abroad, the better it is at attracting foreign direct investment, tourists and buyers for its products. Likewise, a country with a positive image may exercise greater influence in its foreign...