IKO PhD seminar: Martina Kolska, visiting PhD student, Charles University, Prague

Title: Rebranding the conflict and danger: Where nation branding meets reconstruction and security

Abstract: In nation branding, one of the most challenging and hopeless situations a country or nation can find itself in is a conflict or war. Whether the entity is the victim or the aggressor, conflict will inevitably result in reputational damage. If we look at the latest editions of various nation branding indexes, countries involved in active conflict tend to score and rank much lower than those at peace. This goes hand in hand with other reputational challenges, such as shared images and connotations within regions and territories. For example, the Middle East has been perceived for the longest time as violent, dangerous, and filled with conflicts. The full-scale invasion of Ukraine has prompted us to rethink what we know about image management in conflict, showcasing good practice and the use of data in nation branding strategies, but has also highlighted the need to work against counter-narratives and the challenges of information wars that negatively impact nation branding strategies.

The aim of the PhD dissertation is to draw clear connections among nation branding, security, and conflict reconstruction, and to develop a framework and classification of the narratives, tactics, and strategies countries use to respond to their geopolitical challenges. This presentation will offer preliminary results in the form of multiple case studies that present both the use of nation branding in conflict reconstruction and reputational security, introducing the two stages of image management: either already in conflict or as a form of conflict prevention. The most eye-catching insights from place branding efforts in Ukraine, the Kurdistan Region of Iraq, and Syria will be presented alongside those from Estonia, Lithuania, and Latvia. Sharing the preliminary results and methodologies, I would like to open a debate on the missing pieces from both theoretical and methodological perspectives, and to hear new ideas and opinions regarding my work.

 Bio: Martina Kolská is a PhD student at Charles University in Prague, focusing her PhD dissertation on the role of place branding in conflict and security struggles of countries and nations. She is interested in countries in reputational crises, including regime change, conflict reconstruction, or geopolitical tensions and threats. Her background lies at the intersection of International Studies and Marketing and Communication, which translates into both her research and the courses she teaches at her home institution. She is also a strategic communication and nation branding consultant.