Country branding

Country branding, also known as country branding or national branding, refers to the strategic management of a country's image, reputation and identity. It is an approach that aims to promote a positive, consistent image of a country in order to attract investment, tourists, talent and business, and to strengthen its position on the international stage.
Country branding is based on elements such as culture, history, heritage, values, economic assets, landscapes, quality of life, innovation, political stability and so on. It aims to develop a distinctive and recognizable identity for the country, and to communicate its competitive advantages and assets to international stakeholders.