FROM COUNTRY BRANDING TO COMPETITIVE IDENTITY – AND EVEN FURTHER

Abstract

In recent years, country image centres and country brand councils have been created all over the world, because countries noticed that a better country brand may result in more tourists, stimulate foreign investment, and strengthen export. At the same time, the competition of countries is becoming more intense. In 1945, the UN had 51 member states – today, the number is 193. These states all ”fight” for the above reasons: tourists, investors, export, etc. Fortunately, they do not fight for these things with weapons, but marketing tools. However, country brands and their development, that is, country branding also has its special characteristics. This article discusses these aspects, and concludes with the dilemma if there is country branding at all. All this is closely connected with the theme of the conference: governance and strategic management.