The Role of Kazakhstani Society in the State Development
An Overview of the Current Situation, Between Governmental Fickleness and Nation Branding Initiatives
The following paper focuses on the current role of nation identity development in Kazakhstan in shaping decisions and directions of the government in the state development discourse from a nation branding perspective. After focusing on macro concepts of brand and nation branding in Kazakhstan, an analysis of the structural changes experienced by the country in 2019 is conducted. The main goal of this research is to highlight how local people’s nation identity perception can affect government branding projects. While nation branding is becoming a permanent feature of the government discourse, enhancing only the international image, the discrepancy is becoming more visible and local population can be highly affected by this branding strategies.