On November 19 of this year, Ventseslav Sabev, Associate Director of the Observatory on Security at the University of Geneva, delivered a lecture for UWED students on the topic: “Nation Branding as a Pillar of Public Diplomacy: Identity, Values, and Soft Power.”

The event brought together students interested in nation branding, soft power, public diplomacy, and international image-building, providing them with a unique opportunity to explore how states create, promote, and develop their identity in the global arena.

The lecture addressed a range of important issues. The significance of national branding in today’s global context was highlighted, analyzing how states can develop their image by adapting to political, economic, and social conditions. The role of nation branding in soft power and public diplomacy was also discussed, demonstrating how strategic use of cultural, social, and political resources can influence a global audience.

The lecture was conducted interactively, showing that nation branding is an evolving strategy in a rapidly changing world. Students actively asked questions on economic crises, financial systems, economic policy, and environmental requirements, which helped them gain a deeper understanding of how states shape their global image.

At the end of the lecture, students asked questions about the practical application of nation branding, international diplomacy, and the effective use of soft power, benefiting directly from Mr. Sabev’s expertise in international security and public diplomacy.