The country branding process. Comparing international experiences through qualitative research

Purpose The study examines the relevance of country branding as a marketing phenomenon in international economics. After setting the country branding issue in a historical and conceptual context, it maps out the connections between the country brand and the international politics by analysing the branding experiences achieved by countries at an international level. The study intends to refine the understanding of the country branding process by framing the most critical phases linked with the activities to be implemented by the government. This perspective will allow a strategic approach to emerge in order to achieve a clear and successful positioning constructed around the rational and emotional features of the country. Therefore, the objective of the research is to propose an interpretative and normative framework of the country brand management capable of supporting the decision-making process on the part of the local governance. Methodology The main contribution of this study is to propose a normative model which extends the line of research related to the country brand management. Therefore, due to the nature of the study, the qualitative research is seen as the most appropriate methodology. A content analysis will be conducted on the current worldwide experiences of country branding. This approach is supported by insights generated through the in-depth analysis of official documents disseminated on both the institutional and private web channels. Research implications From a theoretical point of view, the paper adds to body of knowledge by identifying the conceptual categories from which emerges the road map for the country brand strategy. Besides filling the gaps that have emerged in the literature on the country brand, the study aims to clarify the strategic path aimed at giving more insight into how a country brand strategy should be created. Managerial implications This study urges scholars and place managers to articulate the country brand management on the basis of a critical dimensions’ set. Moreover, it claims a closer and strategic collaboration between marketers and professionals involved in national policy-making. This condition requires the construction of a country-based branding process aimed at ensuring a unique, clear and distinctive positioning, and at highlighting meanings, myths and “memes” that refer to the country’s social and competitive identity. Originality Although in the literature nation branding which focuses on tourism is extensively described, the other parts of nation branding not are described as extensively (Dinnie, 2008). Export and inward investment are without any doubt the segments which contribute mostly to the competitive advantage of a nation (Anholt, 2007). Next to that, the image and reputation of a country have an impact on economic issues like exports, inward investments and tourism sector (Suh & Khan, 2003; Mainolfi, 2010; Marino & Mainolfi, 2012; De Nisco et al., 2013). Therefore, the innovative perspective of the study is related to the proposal of an integrated model capable of highlighting the role of the country branding process with reference to the global country identity. Moreover, to the best of our knowledge, this is the first study that simultaneously analyses all the most representative experiences of country branding.