<abstract xmlns="http://www.w3.org/1999/xhtml"><bold>Subject and purpose of work:</bold> The study systematizes concepts and terms related to country branding such as nation branding, state branding, place branding, destination branding, location branding, territory branding, and region branding as well as exploring the similarities and differences among these expressions.<bold>Materials and methods:</bold> First of all, the study reviews relevant literature. In this context it also analyzes the most relevant country case study articles with titles that may include country branding or related terms in many forms.<bold>Results:</bold> At the end of the study, a summary table systematizing the terminology of the topic is included, which is a novel approach to the subject. The practical significance of the study becomes clear if organizations involved in the development of country brands consider the abovementioned theoretical framework while developing their own strategies.<bold>Conclusions:</bold> As a result of the systematization, country branding will be more consciously used in the subchapters of strategic materials discussing how to increase country competitiveness.</abstract>

Subject and purpose of work: The study systematizes concepts and terms related to country branding such as nation branding, state branding, place branding, destination branding, location branding, territory branding, and region branding as well as exploring the similarities and differences among these expressions.Materials and methods: First of all, the study reviews relevant literature. In this context it also analyzes the most relevant country case study articles with titles that may include country branding or related terms in many forms.Results: At the end of the study, a summary table systematizing the terminology of the topic is included, which is a novel approach to the subject. The practical significance of the study becomes clear if organizations involved in the development of country brands consider the abovementioned theoretical framework while developing their own strategies.Conclusions: As a result of the systematization, country branding will be more consciously used in the subchapters of strategic materials discussing how to increase country competitiveness.

Country Branding: What Branding? Relevant Terminologies and their Possible Interpretations in the Case of Countries

Faculty of Business, Communication and Tourism - Department of Tourism and Marketing

Economic and Regional Studies / Studia Ekonomiczne i Regionalne

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 3.0 License.

Subject and purpose of work: The study systematizes concepts and terms related to country branding such as nation branding, state branding, place branding,...

Country Branding: What Branding? Relevant Terminologies and their Possible Interpretations in the Case of Countries

Pubblicato online: 12 mar 2019

Pagine: 7 - 26

Ricevuto: 01 ott 2018

Accettato: 01 nov 2018

DOI: https://doi.org/10.2478/ers-2018-0032

Parole chiave
country branding, nation branding, country image, competitive identity, public diplomacy

© 2018 Árpád Ferenc Papp-Váry, published by Sciendo

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 3.0 License.

Country Branding: What Branding? Relevant Terminologies and their Possible Interpretations in the Case of Countries

Pubblicato online: 12 mar 2019

Pagine: 7 - 26

Ricevuto: 01 ott 2018

Accettato: 01 nov 2018

DOI: https://doi.org/10.2478/ers-2018-0032

Parole chiavecountry branding, nation branding, country image, competitive identity, public diplomacy

© 2018 Árpád Ferenc Papp-Váry, published by Sciendo

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 3.0 License.

Parole chiave
country branding, nation branding, country image, competitive identity, public diplomacy