Nation branding involves establishing a positive image for a country internally and externally based on relevant values and perceptions. It is important because countries now compete for foreign investment, tourism, and exports, which depend not just on reality but also perception. Nation branding aims to stimulate export growth, increase tourism, attract investment, boost political influence, and reduce negative stereotypes. A strong nation brand brings benefits like higher exports and tourism revenues and more foreign direct investment.

1. +
NATION
BRANDING
Pham Vu Hang Giang
20118001

2. +
Index
 Nation Branding ?
 Why Nation Branding ?
 Benefits
 Objectives

3. +
Nation + Brand = Nation Branding
Establishment of an image (internally and
externally) for a country based on positive
and relevant values and perceptions

4. +
Why Nation Branding ?
 Nowadays every nation is engaged in
competition for
 Foreign Investment
 Tourism
 Exporting products
 What decides these factors is not only based
on ground reality but also on perception that
the world has on the image of a nation

5. +
Nation Brand Index (NBI)
 The criteria underlying the NBI ranking
Tourism Exports
Competitive
People Governance } Identity
Culture and Investment and
Heritage Immigration
Nation Branding Hexagon (by Mr. Anholt)

6. +
Benefits of a nation having a
strong Nation Brand
Exports sell more, and sell
for higher prices
More tourists Exports Investment
(Foreigners have Attract FDI and
more interest in other sorts of
good-branded
countries and inwards investment
Tourism Culture
accept to pay more)
Their culture
(language, costumes, traditions, movies, books, etc.) is
perceived to be more attractive abroad and consequently

7. +
Objectives for Nation Branding
 Stimulate growth of branded exports
 Increase inward-bound tourism
 Attract inward investment
 Increase international political influence
 Discard negative national stereotypes

8. +
References
 Wikipedia:
http://en.wikipedia.org/wiki/Nation_Branding
 The Anholt-GfK Roper Nation Brands Index:
http://www.gfkamerica.com/practice_areas/roper_
pam/nbi_index/index.en.html
 V. V. Mugobo1 and W. I. Ukpere, “Is Country
branding a panacea or poison ?”, African Journal
of Business Management, 2011, Vol. 5(20), pp.
8248-8255.