Challenges of Nation Branding during Political Polarization in Georgia

When researching a nation’s branding, it is essential to take into account its historical-geographical, political, and socio-economic context. In recent years, the study of the effects of political polarization has become particularly relevant, and the present research approaches it specifically from the perspective of its impact on branding. The study analyzes how political polarization influences branding and examines the role played in this process by television media outlets representing both sides of the polarization divide. In an ever-evolving and changing world, competition among nations as brands is intensifying on a global scale. For a brand to secure its place in such a competitive environment, it must have fso-called loyal consumers who are satisfied with its services. In this study, a satisfied consumer refers to an individual or a group of people who evaluate and perceive nations as brands. The research examines the involvement of the local population and the role of collective memory in strengthening Georgia’s brand. At the stages of communication, it becomes even more important to reduce political polarization and to observe the role and influence of the media in this process.