ABSTRACT
This chapter views the future horizons for nation branding, identifying a number of trends that could characterize nation branding in the coming years. These trends range from the increasing impact of citizen-generated media to the potential of nation branding to act as a catalyst for sustainable development. The academic perspective in this chapter considers the relationships between public diplomacy, nation branding and soft power. The chapter’s first case outlines a road map for Finland’s nation branding, whilst the second case describes the impact of African design on corporate and nation brands across the continent.
