On February 21, 2025, I was honoured to be awarded the title of Honorary Professor at Nordic International University in Uzbekistan. As part of the event, I delivered a lecture on “The Role of Media in Country Branding”—a topic central to my work for over 15 years.
Since 2009, I’ve been conducting seminars at the BBC Academy on modern media and strategic communications. What started as biannual programs in London soon expanded internationally. Over the years, I’ve had the privilege of sharing this work in Armenia, Azerbaijan, Bulgaria, France, Georgia, Germany, Japan, Kazakhstan, Mongolia, South Korea, the United States —often with the support of global partners like World Bank, USAID, Kazakhstan Sovereign Wealth Fund “Samruk-Kazyna”, Japan Tobacco, and Socar.
In recent years, Uzbekistan has become a key focus of my work, especially in the field of country branding. I’ve delivered lectures and seminars on:
• National Brand of Uzbekistan at the University of World Economy and Diplomacy in 2022
• Corporate branding for Uzbekistan’s textile industry, supported by USAID in 2023
• National and regional tourism branding programs across the country in 2018-2025
At Nordic International University in Tashkent, I was met with a genuinely engaging and thoughtful audience. I’m deeply grateful to the university’s leadership for organising such a warm and dynamic event. The questions asked after the lecture demonstrated the growing interest and understanding of how media can shape a country’s perception globally.
We now live in a world where national content—regardless of language—is accessible globally. The quality, credibility, and competitiveness of this content directly influence how a country is seen by the world. Whether it’s TV, digital media, or journalism, national media is no longer speaking only to a domestic audience—it is speaking to the world.
I look forward to continuing this important conversation. I would be very pleased to organize a special course for students and professionals who are passionate about media, communication, and country branding.
Once again, my heartfelt thanks to Nordic International University for this great honour. I look forward to future programs together at this vibrant, forward-thinking institution that is helping connect Uzbekistan to the global academic and scientific community.
I’d be glad to hear your thoughts, comments, or suggestions on the topics we discussed—whether it’s the role of media in shaping national identity, country branding strategies, or how universities can engage more effectively with international audiences.
Please feel free to reach out. Your ideas and perspectives are always welcome, and I look forward to continuing this important dialogue with all interested parties.
Sergey Stanovkin 