SUMMARY
Today, a solid national reputation is considered one of the key components of a country's competitive advantage. A positive image is necessary for building a strong national brand, and has a direct impact on most economic indicators. Countries are increasingly concerned about their reputation in a global context, and are seeking various ways to measure and manage it effectively. To a large extent, it is defined by external public perception, and is based on the direct and indirect experiences of people who visit the country or use its products and services.
Keywords: attractiveness, benchmark, image, international, holistic marketing, brand, awareness, country, Place Brand Observer, place branding, reputation, Stockholm, Sweden.
Illustration: 2016 Country RepTrak, Reputation Institute (c)
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