Development of a national branding strategy: The case of Latvia

Abstract

The aim of this research is to investigate the process of the development of the national branding strategy for Latvia. The authors systematically evaluate the current situation in the branding process in Latvia but restrict themselves from investigation of the brand content and occasional promotions of the country. The analysis of the branding process is based on the national branding development model by Erm and Arengu (2003) and the seven-step model proposed by Olins (1999).

One of the conclusions made is the absence of a clearly defined branding strategy for Latvia, as several steps according to the theoretical model have been carried out but not in a systematic and purposeful manner. Thus, problems that obstruct a successful strategy development process are identified. The main problem revealed is lack of coordination and collaboration among involved institutions. Other disclosed problems include lack of financial resources, lack of political will and inadequate involvement of experts.