1. Branding Bulgaria Changing perceptions of Bulgaria

2. Branding Bulgaria Switzerland New Zealand Saudi Arabia Hong Kong Bulgaria

3. Branding Bulgaria Perceptions are vague, unhelpful, out-of- date, stereotypical, inaccurate All perceptions are selective We can influence the selection to be informed, helpful, up-to-date, accurate

4. Branding Bulgaria Initiative group from advertising, broadcasting, tourism, anthropology, heritage, culture Consultation group adding PR, journalists, writers, film makers, poets, photographers, artists, folklorists, lecturers, curators Euro-Bulgarian Cultural Centre British Council facilitation

5. Branding Bulgaria Collective effort Appreciation of lost opportunities if wrong, and the benefits if right Not left to chance Overhaul public sector images and inspire private sector images

6. Branding Bulgaria Commercial benefits Diplomatic benefits National self-confidence

7. Branding Bulgaria What we want to say What they will like to hear What we are trying to define

8. Branding Bulgaria Expertise in national branding established Influence official policy on representing Bulgaria abroad Inspiration for the private sector Building up national dignity and self- respect