New tendencies of nation branding in the Nordic region

In the new era, the parameters of "soft power", namely economic success, cultural and investment attractiveness of the country, ideological persuasiveness, become the key way to influence another state, and to achieve it, states began to actively use such a tool as nation branding. This phenomenon implies the creation of visual, emotional and associative links between the product / service offered by a local or global company and the national identity of the subject of international relations under the branding and marketing of a country or an entire region. Thus, in this paper, various approaches to the conceptualization of this term were considered, and the delimitation of key terms within the framework of this topic were also carried out. The main trends and principles of modern society that are of paramount importance for a competitive and relevant brand were also identified, including environmental sustainability, digitalization, commonality and tolerance for human manifestations, multipolarity and much morе. As a result, the work was completed by analyzing the reflection of new trends in nation branding on the example of one specific nation-brand of the selected region - the countries of Northern Europe.