Lecture in Pesaro

It was a great honour for me to deliver a lecture on “Cultural Brand of a Country” in Pesaro, Italy, the homeland of composer Rossini.

Gioachino Rossini’s contribution to Italy’s cultural brand cannot be overstated. He is one of the most influential Italian composers of the 19th century and has had a tremendous impact on the development of opera not only in Italy but worldwide.

Rossini became a symbol and embodiment of Italian opera, particularly through his renowned operatic works such as “The Barber of Seville,” “William Tell,” “Otello,” and many others. Rossini’s immense talent and incredible productivity made Italian opera popular and recognizable worldwide. His music has become an integral part of Italian cultural identity and is firmly embedded in the image of Italy as a country with a rich historical heritage and musical tradition.

During my two-hour lecture on the “Cultural Brand of a Country,” I attempted to analyze the contribution of international communications in shaping the cultural brand of a country. Communications play a crucial role in developing a country’s cultural brand, allowing it to showcase its uniqueness and cultural heritage to the global community.

International communications play a significant role in establishing dialogue and exchanging ideas between different cultures. Through this dialogue, people from different countries can learn about other cultures, their values, and customs, contributing to developing tolerance, respect, and mutual understanding. Cross-cultural interaction through international communications helps challenge old stereotypes, form new ones, and combat prejudices.
The results of countries’ efforts in shaping their “Cultural Brand” can be assessed through a number of rankings. One of them is the Soft Power Index ranking, updated annually by BRAND FINANCE for over a hundred countries worldwide: https://softpower.brandfinance.com/2023/globalsoftpowerindex

I would be happy to answer any questions and discuss in more detail the topic of the cultural brand of a country and the results of the Soft Power Index ranking. Please send me your messages by filling out the form below.