Does nation branding matter? | ALFI podcast

Ms Baillie comments: "Yes absolutely, it does. As we all know you never get a second chance to make a very good first impression. In a world where things are moving faster and faster and decisions are taken swiftly, it’s crucial that you are well positioned right from the beginning – it’s important to help to attract investors, new companies, talents, artists, innovators, creators, etc. – and it is also important for the financial services industry. This is why, the Luxembourg government has been pursuing nation branding strategy with the objective of creating a coherent, very positive and authentic image of the country. We want this image to reflect all the positive assets of the country: that we are open, reliable and a dynamic country. This is the objective we want to pursue so it is known instinctively that this is what Luxembourg is."

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