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Old 17.02.2012, 14:00
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Brand value is in the eye of the beholder. But when that brand is a nation, the process can be extremely complex, as Switzerland's government, parliament and federal institutions have come to realize ever since they started working on the "Swissness" project five years ago, writes contributor Marton Radkai.

Read the full article: 'If it says Swiss on it, it should have Swiss inside it'