A how-to guide for good country branding

Where are you taking your summer vacation this year? Chances are you’ve booked a trip to a country that passes the test of a strong “country brand.” This might sound strange given that people usually choose their destination of choice based on attractions, culture, food, shopping and other offerings, but all of these elements merely fall under the brand image that a country has created for itself and how successful it has been at capitalizing on these assets. It also may seem as though many countries that are tourist and investment destinations sell themselves, while the image of a developing nation is too tarnished to be promoted. Country branding, however, has become a must today to rise above the media “noise” and communicate the essence of a nation and its identity. Effective country branding, in fact, not only boosts a country’s tourism industry, but also affects the way people view