This article investigates state branding as a complex, multidisciplinary form of strategic communication shaped and redefined by the digital transformation of the global information space. It argues that branding now encompasses not only political identity, cultural values, economic positioning, and institutional legitimacy but also the symbolic capital of a nation in the eyes of international stakeholders. The study examines and compares key theoretical models by Anholt, Dinnie, Manor & Pamment, and Szondi, emphasizing their continued relevance and applicability in the fields of international relations, soft power, and public diplomacy. Branding is conceptualized as a dynamic, evolving digital ecosystem involving states, media, digital platforms, and diverse global audiences. A comparative review of major indices and analytical tools highlights persistent challenges in measuring brand performance under conditions of algorithmic control, fragmented visibility, and shifting online influence dynamics.
Maksymova et al. (Wed,) studied this question.