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

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.

Keywords

• country branding
• nation branding
• country image
• competitive identity
• public diplomacy