Estonia gets eurovision; when creating a brand from zero equity there is only one place to go. Elen Lewis assesses Interbrand's rebranding initiative to move Estonia's image from a poor eastern country to a modern Nordic state. (Case Study)

Brand Strategy, June, 2002 by Elen Lewis

It has been said that 46 of the largest 100 economies of the world today are companies, not countries. Fiona Gilmore, chairwoman of brand consultancy Springpoint, suggests that it can be helpful to think of running countries in the same vein as guiding large companies and therefore apply brand thinking to nations.

Sometimes rebranding a country can be a question of geography. A common problem facing countries keen to rebrand themselves is their location. Often the nation is overshadowed by a neighbour--illustrated by a quote from Mexican president Porfinio Diaz who stated: "Poor Mexico, so far from God, so close to the United States." Similarly,New Zealand has also tried to crawl out of Australia's shadow and define itself as an individual.

Estonia found...