Аңдатпа
This article examines the impact of digital public services on the transformation of country branding using Kazakhstan as a case study. In the context of accelerated digitalization, public governance increasingly functions not only as an administrative system but also as a reputational and communicative mechanism shaping national image. The study conceptualizes digital public services as branding-relevant institutional instruments that translate governance performance into perceptions of modernity, efficiency, transparency, and trust. The research is based on a qualitative methodological approach combining document analysis, qualitative content analysis, and comparative analytical interpretation. The empirical materials include international digital government indices, national policy and strategic documents, official digital government platforms, and academic literature on nation branding and digital governance. Particular attention is paid to the evolution of Kazakhstan’s integrated e-government ecosystem and its representation in international benchmarking frameworks. The findings indicate that digital public services contribute to the transformation of Kazakhstan’s country branding by reinforcing institutional and performance-based brand attributes. International digital government rankings serve as external validation mechanisms that amplify reputational effects, while the sustained development of digital services ensures their long-term credibility. The article contributes to nation branding theory by integrating digital government into the analytical framework of country branding and by highlighting the signaling and trust-building functions of digital public services, offering practical implications for policymakers seeking sustainable and credible country branding strategies in the digital era. The study contributes to the literature by integrating digital government into the analytical framework of country branding, highlighting its role as a continuous and experience-based signaling mechanism.