o:4670 COUNTRY POSITIONING WITH ICT -A CASE STUDY OF “E-STONIA” en Abstract: everal country branding organizations have been established over the last few years, and such organizations have been created in almost all countries. Although a lot of countries have started to brand themselves around the world, only a few of them have achieved breakthrough success. The essence of branding is distinction, but only a few countries have managed to actually position themselves, and present the features that distinguish them from others. However, there are some good examples. One of these countries is Estonia which in the early 2000s decided to become an “e-country”, i.e. a digital society. The leaders of the country even considered changing the name to E-stonia. Although the official name of the country remained the same, and the hyphen was not included in the English name, that ”E” has become a dominant factor in people’s life: essentially all communication and developments are connected with electronics and information technology. As surprising as it may seem, there is also a chance that the concept will enable the country to increase the number of its residents to 10 million within a decade (compared to the current population of 1.3 million). Keywords: country branding, marketing, positioning, ICT, Estonia, case study 1552101 2956-0721 1552101 2620-0414 2024-05-31T11:43:51.177Z 44 yes 46 Dragan Ilić Fakultet za ekonomiju i inženjerski menadžment u Novom Sadu 0000-0002-3983-645X Arpad Papp-Vary person 2018 application/pdf 203319 https://unilib.phaidrabg.rs/o:4670 no yes 16 70 92000001 2018-02-28 Journal of Entrepreneurship and Business Resilience (JEBR) 1 1 71 87 2018