Paper long abstract:

Nation branding is getting more important all over the world in the competition and promotion of countries. The subject of nation branding is also becoming more popular in the academic field. In Kyrgyzstan nation branding is a relatively new concept, and there are no investigations before. Kyrgyzstan is not well known in the world for its cultural heritage, investment and economic opportunities. Therefore "Central Asia's island of democracy" - as it is known - needs a strong nation branding campaign.

This study covers the period from 1991 to 2018, and Kyrgyzstan`s attempts to gain a distinct position for itself in the global arena. The data analyzed for this study was collected by corresponding literature, internet resources and interviews with academics and practitioners from public and private organizations in Kyrgyzstan realizing nation branding activities.

Since August 1991, when Kyrgyzstan became independent, it is trying to shape its own image in the world arena. Kyrgyzstan emphasizes its impressive nature, nomadic life style and authentic features within the framework of image building. Kyrgyzstan's main aim is promoting its touristic potential. In general, Kyrgyzstan stands out with its democratic political structure and freedom of speech in Central Asia, which prepares a good potential for the particular nation branding performance. However, Kyrgyzstan should also underline features such as trustworthiness, stability, economical power, high quality and attractiveness of the state in order to construct a better image to pull more foreign direct investment and to sell its products.

This topic is important for academic literature, and it is crucial for Kyrgyzstan's development. This study presents results of an academic study about what should be done in Kyrgyzstan for improving the country image with recommendations on practical applications.