Overview

Country Branding has many different definitions. However, it is possible to find two broad categories of definitions: The first definition describes it as the process of using branding methods to promote the image of a nation or a place. It is the use of marketing and branding tools to ensure a change in the perception and attitude of a specific target group towards a place’s image. The second avoids associating Country Branding with the processes of branding and marketing. These definitions use terms such as “the strategic self-representation” of a country or “the vehicle” that can help a country, a region or a city reach economic and social objectives. This second set of definitions avoids the term "branding" in order to ensure that the strategy of country branding is not confused with a product branding campaign. It emphasises the fact that places are very different from products and that it would be wrong to approach both of the strategies in a similar way.