Estonia is known for its success in establishing successful e-governance practices and services for citizens as well as to the businesses. Estonian e-Government competences, including uniquely wide usage of electronic ID and services connected to it, such as digital administration, e-voting, are clearly the country's competitive advantage. All that has led Estonia towards digital society and government. Thus the success story of Estonian e-Government allows e-Estonia to be a successful country brand and helped to create a new project e-Residency. The e-concept of the e-Residency seems to be a successful continuation of Estonian e-governance development, moving its services internationally, increasing worldwide awareness of Estonia success in the field and attracting businesses and investments to the country. With no doubt, the unique approach has attracted international attention and promoted Estonia as an innovative developed country and digital society. In this paper we will discuss how government and nation benefit from successful nation branding. We will explain the concept itself, also introduce some most popular services consumed by e-resident and argue how this approach has been beneficial for Estonian society in general. The goal of the paper is to describe e-Residency concept ASIS and suggest topics to study and develop further. The paper will show how e-residency became a successful country-branding case and brings out some critique arisen whilst implementing e-Residency.
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Kimmo et al. (2018) studied this question.