The Concequence of National Branding for Iran with Emphasis on Political and Economic Dimensions

Abstract

In recent years, many countries have planned national branding to create a favorable place in the minds. The focus of these efforts is to create a world-class distinction that is fair, powerful and attractive. This task is considered as one of the modern tasks of the 21st century governments, which for various reasons has received little attention in our country. Based on this article, it has addressed the conceptualization of designing and developing national brand identity for Iran. The derived model is based on purposeful sampling was used and 11 experts from political science, management and economics were interviewed. Interviews progressed to theoretical saturation; then data were coded and concepts and categories identified. In addition, internal and external relevant texts from databases up to 2018 were reviewed and combined with previous findings. The findings showed that national branding discourse should be prioritized in the country's agenda because, in addition to developing a competitive atmosphere, it is necessary to rebuild national brand that be transparent, unique, and powerful because of the domination system's efforts. These efforts can also set the stage for resolving negative stereotypes and be used for political, economic and social purposes.

Keywords

• "national brand"
• "national branding"
• "public diplomacy"