After reading the article I still don't see how this new generation of nation branders is any different, as the author claims, from any other marketing agency that does some research on a place and slaps a logo on it.
Brings to mind the Canadian government's official wordmark:
It's simple, yet clever (the "D" in Canada is a flagpole!) and you see it everywhere.
I guess nation branding is distinct from cultural exporting, which implicitly grants good will towards the country.
In the 21st Century I feel like no country has been more successful at this than South Korea.
Reminds me of https://www.dubaifont.com/