Il processo di country branding per la valorizzazione del capitale reputazionale. Un caso studio sul paese Cina

The purpose of the paper is to explore the concept of country branding in the light of the latest trends in internationalization processes. From simple indication of origin to megabrand, the country brand phenomenon play a crucial role in applying sophisticated marketing strategies that are able to enhance the country reputation through country brand identity. The research conceptualizes from an innovative perspective, the underlying dynamics of country branding processes in order to analyse its structure and system. A desk study to verify the relations existing between China, country-of-origin, and its international audiences as target, tested the model proposed. The current image of China requires the construction of a country 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.