ABSTRACT
In a world that has been largely globalized, the image of a country and its promotion assume an ever larger importance economically, politically, socially and culturally. Since 2000, Switzerland has enacted a law regarding the promotion of its image abroad and established an organization charged with the coordination of the various actors and activities in this field. This contribution will first of all present the current situation in
terms of image promotion in Switzerland. The various studies done of Switzerland’s image abroadwill then be briefly presented. These elements will allow for a discussion on the results obtained and on the measures taken to correct the image deficit and image problems encountered.
