Abstract
This article discusses the institutional dimension of nation branding. Four case studies on Switzerland, Sweden, Nigeria and Poland are presented to describe institutions, among which the responsibility is divided. Each study is followed by a comparison with Hofstede's framework for assessing culture. It is suggested that there may be a relation between the two. Further, it is argued that countries shall take into consideration the results of Hofstede's research while creating necessary institutions. Such a relationship proved to be successful in the case of Switzerland and Sweden. On the other hand, Poland lacks necessary adjustments, which poses further problems when proper management of the nation brand is attempted. More research on the topic is recommended in order to verify the suggested pattern.
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