Why it matters:
Iranian officials increasingly view national branding as a strategic tool to shape global perceptions, attract investment and strengthen exports amid ongoing geopolitical tensions and sanctions pressure. By integrating media strategy, governance reform and foreign policy into a unified branding framework, Tehran appears to be pursuing a more coordinated soft-power approach to enhance its international image.
The big picture:
As countries compete for influence, investment and tourism, national branding has become intertwined with economic diplomacy and media outreach. Iran’s effort to formalize discussions around its national brand reflects a broader push to align state institutions, universities and media platforms around a cohesive international narrative, signaling a shift toward structured image management as part of its long-term strategic planning.
Details:
The conference brought together academics, policymakers and media officials to examine the theoretical and practical dimensions of national branding.Panels addressed topics including national branding and governance, cultural heritage and tourism, exports and domestic production, media strategy, foreign policy, urban branding, innovation ecosystems, sports diplomacy and foreign investment attraction.
Participants also reviewed global experiences in national branding and discussed critical approaches to the concept.
Ahmad Norouzi, deputy for IRIB World Service, said Iran’s international media outlets have sought to present a stronger, faster and higher-quality narrative of Iran to global audiences.
Norouzi highlighted the launch of the “Sobh Media Center” under IRIB’s world service, aimed at linking domestic intellectual and creative capacities with professional global media production and distribution networks.
He added that cooperation between IRIB’s research center and the conference, including the publication of selected papers, could pave the way for sustained collaboration.
Hossein Amiri - ahmad shirzadian
