The role of branding products to increase their value and profitability is given serious import in the commercial world. Building familiarity, trust and loyalty to brands is at the core of every marketing team’s role. But what value is there for producers in branding a whole economic sector or even a whole nation? According to independent Policy Advisor Simon Anholt, it is “fundamental.” As a pioneer of the idea of nation branding, he now advises governments, civil society and private corporations on reputation, investment promotion and national identity. Talking about the importance of a nation’s image in attracting investment from abroad he says, “Even very serious, practical-minded professional investors are influenced by these so-called ‘soft factors’ to a considerable degree.” Government and business both share responsibility in the quest for a more commerce-friendly countenance. Charles Arbid, president of the Lebanese Franchise Association, argues that Lebanese industrialists need to develop the
