Nation branding – the challenge of Kazakhstan as a destination brand in face of the Expo 2017 global event

Abstract

EXPO 2017 is taking place in Astana, Kazakhstan -country with low international awareness. Current work project focuses on development of country brand as a destination, facing status of EXPO 2017 host. The country branding aims sending a message to the international stakeholders, and covers strategies of raise of awareness, brand identity and image. Recommendations given for a long-term brand construction, are rudiment for future research.