Branding a country is a two-way street. First and foremost, it is about projecting an image to the rest of the world, but it is also about how we perceive ourselves. What does it mean to be a Estonian? I Love Estonia is the other side of the Welcome to Estonia medal. While Welcome to Estonia is an invitation directed to foreign countries, I Love Estonia shows our affiliation and dedication to our home. In a way it proves that the invitation on the other side of the medal is reliable.
