| Περίληψη: | This chapter focusses on an analysis of the
SDC in the context of the development of nation-branding. Two ways of
developing international recognition can be outlined: special strategies created
by experts and spontaneous, endogenous branding, stemming from traditional cultural symbols important to people. At the beginning of the twenty- fi rst century,
the Baltic countries were involved in a purposeful state- fi nanced policy to
create their nation brands. During this process, the use of the informal symbol
of ‘singing nations’, typical of the Baltic countries, was consciously avoided
because of the recommendations of nation- branding professionals. Nevertheless,
this symbol, expressed in the form of the SDC, is an important and infl uential
agent from the cultural, social, ideological and economic point of view, as well
as in contexts of international communication.
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