ABSTRACT
This article aims to demonstrate the potential of branding as a tool for environmental communication, helping countries to shape their image in the context of global activities. As part of environmental and climate diplomacy, branding can be incorporated into the frameworks of global studies examining multidimensional and transnational processes. It can be viewed as a transnational phenomenon that influences international politics and shapes global awareness, norms and values. Using Switzerland as an example, this article demonstrates how the country engages in strategic climate communication, drawing upon traditional values such as neutrality, innovation and environmental responsibility. Climate communication in Switzerland also frequently considers regional specifics. Initiatives such as ‘Blue Peace’ emphasise the importance of water for global stability and sustainable development. Switzerland’s approach shows that building a brand can encourage diplomatic cooperation between countries and organisations, and attract funding and support for climate projects.
