ABOUT BOOK

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.