Building the Luxembourg brand

In its September/October issue, Merkur looked at the subject of nation branding. What needed to be done to make Luxembourg a "brand" attractive for investors, tourists and major sports or cultural events? This was the key question raised by the editorial team of the Chamber of Commerce's magazine in its autumn issue. The focus was on the branding strategy introduced by the government.

On the same subject, Simon Anholt was asked what he thought. Considered the inventor of the term "nation branding", he has already advised more than 50 governments throughout the world on ways to improve their country's image. He is now launching his own political movement.

Merkur September/October 2015, 124 pages.



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