Published on 11.10.2015
In a global marketplace, a nation brand is one of the most important assets of any state, encouraging inward investment, adding value to exports and attracting tourists.
The results of this year’s Brand Finance Nation Brands report show the advantages that a strong nation brand can confer. They also show some of the pitfalls that can beset nation brands.
Governments, trade bodies and businesses must take steps to ensure that their nation brand is strategically appropriate, well-managed and regularly monitored and understand how to respond in a crisis, in order to maximise the benefits and minimise damage.’