In the third episode of The Nordic Asia podcast, Petra Desatova joins Duncan McCargo to discuss nation branding in the context of post-coup Thailand. Often perceived as a superficial approach to national reputation management, nation branding has so far avoided the much-needed scrutiny from political scientists. Petra Desatova and Duncan McCargo delve deep beyond the seemingly superficial nature of nation branding to reveal a fascinating world of politics, legitimacy and elite interests that underlined many of Thailand’s post-coup nation-branding campaigns.