Nation Branding in Kazakhstan: perceptions of people and government

Abstract

This project studies perceptions of nation-branding in the government and private sectors of Kazakhstan. The project aims to identify how difference and similarity of perceptions shape nation-branding strategies and policies in the country. The paper is based on the qualitative research consisting of surveying citizens and interviewing government officials and experts. The paper interprets the identified similarity in perceptions of nation-branding between government and people not as a result of research and studies done by the government among citizens, but rather as a coincidence. Root causes of such coincidence are explained by the lack of research and coordination in the government which leads to the absence of a common image of Kazakhstan projected to local and international audiences. The project explains how the absence of Kazakhstan’s common perception influences nation-branding, identity, and development of the country. Based on this, the research provides some recommendations on how to improve the nation-branding strategy of Kazakhstan.