Abstract
Whilst most accounts of nation branding emphasize the economic anddiplomatic relevance of the phenomenon, this article examines the wayEstonia has been proposing a nation “branding + building” strategy.Drawing from an empirical study of 1) evolving campaigns of EnterpriseEstonia; 2) the leverage of the national e-Residency program in attractingforeign investment; and 3) tourist and marketing strategies based on therevisiting of ‘Estonian’ culinary tradition, we look at the way officialnarratives have been claiming, with the help of nation branding elements,that the country has quickly de-Sovietized and that there is a newunderstanding of the Estonian nation and “Estonianness”. This is intendedto eventually prompt a reflection on the relationship between nation-building and nation branding, which can, in some circumstances, overlapand influence identity construction at the domestic and international level.
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