Global Image of Countries and Immigration Flows

Global dynamics, including globalization, resource mobility and capital flow, have profoundly transformed countries' long-term development policies and shaped migrants' motivations. Beyond traditional socioeconomic considerations, migrants prioritize a country's global brand and image, extending beyond economics to cultural, social and environmental factors. The paper aims to test the hypothesis positing a statistically significant correlation between the net migration index and the perceptions of a country's brand by external stakeholders. The study applies the ANOVA test to check the research hypothesis. The object of investigation is EU countries from 2000 to 2020. The ANOVA testing results highlight the significant influence of a country's brand on migration processes, serving as either a catalyst or an inhibitor. The study emphasizes the need to align national migration policies with effective national branding strategies to capitalize on the positive image of countries and attract intellectual capital. Policymakers should recognize the significant impact of a country's brand perception on migration patterns and consider sustainable practices to enhance overall attractiveness. Implications for Central European audience: For the Central European audience, the study suggests that fostering a positive national brand is crucial in attracting skilled migrants and intellectual capital. Policymakers in Central European countries should consider integrating branding strategies into their migration policies to enhance global competitiveness and address demographic challenges through the attraction of qualified professionals. Central European countries should strategically attract a diverse array of migrants by making use of their unique historical and cultural heritage, emphasizing achievements in democracy and human rights, maintaining an affordable yet high standard of living, capitalizing on their pivotal economic position and showcasing both traditional and contemporary contributions, thereby creating a compelling narrative for sustained economic growth and cultural enrichment.