@ARTICLE{10.21494/ISTE.OP.2025.1387, 

TITLE={Cognitive foundations and impacts of nation branding}, 
  
AUTHOR={Karim Keita, }, 
	
JOURNAL={Cognitive Engineering}, 
	
VOLUME={8}, 

NUMBER={Issue 1}, 
	
YEAR={2025}, 

URL={https://www.openscience.fr/Cognitive-foundations-and-impacts-of-nation-branding}, 
	
DOI={10.21494/ISTE.OP.2025.1387}, 
	
ISSN={2517-6978}, 
	
ABSTRACT={Nation branding, which can be defined as the application of brand strategy principles to states, is still largely perceived as a marketing approach aimed at enhancing the image of countries. It is undoubtedly this reductive perception that has kept cognitive science researchers at a distance from this complex and polysemous concept. However, upon closer analysis, it becomes clear that nation branding is closely related to cognitive science, both in terms of the processes of national brand building and its impact on the perceptions and behaviors of target audiences (residents, tourists, investors, diasporas, etc.). And in a generalized context of multipolar cognitive warfare, nation branding, as well as its "armed wing," public diplomacy, could well prove to be decisive assets, both in terms of the geopolitical impact they can generate in the international arena and the cognitive resilience they contribute to by uniting populations around coherent identity narratives. Finally, it will be interesting to address the theme of sustainability, which nation branding must integrate at a high level in order to effectively structure the economic development of our states, in both the North and the South.}}