Country Image of Kazakhstan: From Stereotype and Critique to Positive National Branding

Svetlana Shakirova


In the framework of nation building processes, Kazakhstani government   works on a positive national branding. For this, it decided to host international mega events such as Olympics and World Expo.   In 2011, Asian Olympic Games took place in Astana and Almaty cities. In 2017, Kazakhstan   will host the World Expo ‘Future Energy’ and 28th Winter Universiade, in 2022 Kazakhstan is going to host Winter Olympics. After ambitious transfer of the capital city from Almaty to Astana, these mega events serve to promote economic growth, infrastructure upgrading and leadership in Central Asian region.

The paper shows that the country branding should not contradict to the views and believes of the citizens. Sociological study of  national identification of the people, their assessment of positive and negative sides of life, as well as  cultural heritage and traditions, intercultural communication lay in one research area with the mega projects planning and management.


country image, national brand, tourism, mega events, Kazakhstan, ethnic identity.


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