What would be a strong image for an open, dynamic, reliable country? That’s the question being asked at the moment as part of the nation branding process launched in 2014 by the Ministry of Foreign and European Affairs and the Ministry of the Economy, accompanied by the Nation Branding Committee. The Nation Branding Committee invites members of the public to a conference at 6.30 p.m. on 27 January 2016 at Luxembourg City’s Grand Théâtre, at which the plan for implementing the nation branding strategy will be presented.
The Grand Duchy is a country rich in history and stories; it is open and welcoming to foreigners, and enjoys exemplary political, social and economic stability; it has its own culinary and cultural heritage. And since 2014 it has been working on a process to create a ’Luxembourg’ brand which will in future define the Grand Duchy’s image abroad. Further to a participatory process launched in October 2014, everyone living or working in the Grand Duchy has been involved in drawing up a profile of the country, along with the key players in the sectors of the economy, finance, culture, tourism and the civil society in general.
As presented in July 2015 by Secretary of State for the Economy Francine Closener, the Grand Duchy’s profile features three main differentiating characteristics:

reliability, characterised mainly by political stability, security, quality of life and solid infrastructures;
dynamism, manifest above all in the country’s adaptability in its transition from an agrarian country, to a steel industry hub, to a financial centre of international importance;
openness, as reflected by multiculturalism, the large proportion of foreigners in the resident population, and multilingualism.
The aim of this public conference on 27 January 2016 is to present the initial measures envisaged as part of the nation branding process. It will be introduced by Secretary of State for the Economy Francine Closener, and followed by a general discussion on the question: ’Is nation branding just a marketing exercise ?’
East West United Bank will be represented by Head of Marketing and PR Department Anna Radishevskaia.

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