Nation branding: Why a country’s reputation is its strongest currency

When people think of Switzerland, visions of precision watches and delectable chocolates come to mind.

- KAREN REMO

When people think of Switzerland, visions of precision watches and delectable chocolates come to mind. Mention Italy, and thoughts of food, fashion, and art follow. Say Philippines, and ideas of warmth, diaspora resilience, and natural beauty emerge.

These impressions reflect organic nation branding. The question is whether a country is actively shaping its brand or merely allowing history and culture to define it.

Unplanned nation branding develops organically — through culture, environment, and perception rather than strategy. It is shaped by random but cumulative experiences: encounters with Filipinos abroad, the ease or difficulty of doing business, the stories travelers bring home, and what people see in media, social media, or hearsay.

Japan, for instance, is known for technological innovation, a disciplined culture, and enduring traditions. The United States resonates globally through its economic power and democratic ideals. On the other hand, Nigeria often struggles with a reputation marred by corruption stereotypes. Heard of the Nigerian prince? The Philippines is known for the hospitality, malasakit (compassion), and resilience of Overseas Filipino Workers, our informal brand ambassadors who shape perceptions worldwide.

But this organic branding can endure only so long. Without an intentional strategy, it remains vulnerable to stereotypes and narratives that are either shallow or unchallenged.

An MIT study published in Science reveals that false news on X (formerly Twitter) travels markedly faster than the truth — not because of automated bots, but because people themselves choose to share and amplify it. Even when researchers removed all bots, misinformation continued to spread wider and quicker than factual accounts.