The Nation Branding of Luxembourg

As a culmination of her Fulbright research in Luxembourg, Van Nest presented to the national government’s nation branding working group. For the research, Van Nest conducted over 20 interviews with branding decision-makers including private sector companies (e.g., Head of Corporate Communication), trade associations (e.g., President, Head of Marketing), and government officials (e.g., Luxembourg City Manager, Director Generals, Counselors). This was matched with analysis of marketing materials, in French and English, in preparation for interviews and as primary sources to understand current national identity. Chaired by the Service Information et Presse, she shared her findings with top government officials selected to drive the country’s nation branding efforts.

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