Creating a country brand identity: A Review of Literature

Abstract

This study is based on evaluating different factors that affect country as a brand. As the brand should have proper positioning and differentiation strategies, the country should also stand for something different, unique, and should have proper positioning. The country identity and brand image has strong impact on its economy. Through literature review the major factors were identified that affect the brand image of the country, and its impact on the economy, as a result of consumer purchase intention towards its products and brands. The most important factor identified through literature were tourism, country exports, country policies, and the people of the country themselves. The study also recommends what a country governments and decision makers should do to make a country differentiated through its tourism, country policies, and through its communication strategies. As the differentiation strategies also should be aligned with the country core competencies, the recommendations are also based on country core competencies. The impact of these major factors are evaluated on the country exports, its tourism, its image, as on its economy.