Today, I had the pleasure of giving a lecture to the students of Maqsut Nurikbayev University.
Since its foundation in 1994 in Almaty — the southern capital of Kazakhstan — and its move to Astana in 2002, Maqsut Nurikbayev University has built a reputation for excellence. In 2020, it was ranked the number one university in Kazakhstan, which made it even more meaningful for me to speak with its students about a topic very close to my heart: country branding.
We discussed how a strong country brand supports not just tourism or investment, but also helps exporters compete internationally, assists students in being accepted by global universities, and enables national organizations to participate in international projects.
Many graduates of Maqsut Nurikbayev University today work as lawyers involved in international arbitration. Their experience shows how the perception of their country can either help or hinder their efforts on the global stage — a perfect illustration of why the topic of country branding is so important.
The lecture, held online, sparked a vibrant discussion. Among the key topics we explored:
The latest global soft power rankings and Kazakhstan’s position compared to other countries.
Why video content is a powerful tool for branding communication.
The balance between international news coverage and domestic media focus.
The differences between public relations and advertising, and why consistent, segmented communication is crucial for effective messaging.
I also encouraged students to explore the websites of Kazakh national organisations and see how much content is available in English, not just on social topics but also on corporate, academic, and regional successes.
This wasn’t my first lecture with Maqsut Nurikbayev University students, and I truly hope it won’t be the last. I look forward to continuing this dialogue and answering any further questions from participants. I am particularly grateful for the high level of engagement during our Q&A session—the variety of questions was inspiring and demonstrated the students’ deep interest, especially in success stories from around the world and Central Asia.
I wish Maqsut Nurikbayev University continued success in attracting new international students and growing its reputation both in Kazakhstan and globally. Today, it proudly hosts around 3,000 students, including 180 international students, and I am confident this number will grow. I will do my best to support the university in bringing more international students and professors to this exceptional institution in the heart of Central Asia.
Thank you again to everyone who participated today, and an even bigger thank you for your thoughtful and challenging questions!
I would love to hear your comments and feedback on the lecture. Please share your thoughts!
Sergey Stanovkin 