A theoretical study on country brand and its management

Authors

DOI:

https://doi.org/10.18568/1980-4865.13214-29

Keywords:

Country Brand, Country Branding, Country Image

Abstract

This paper presents a theoretical study in order to clarify the concept of country brand, differentiating it from country image and country of origin effect, and also detail its management, exploring its complexity and differences from the brand management of products and services. Based on the literature, we found that the country brand is derived from a management process, the country branding, which seeks to differentiate between the nation and its offerings in the international market based on their culture. This process involves since the creation of the country brand to its communication to the various target audiences, is more complex than for goods and services, and should consider the elements of country’s identity, positioning and image. The country image is often the focus of branding actions because consists of the associations of the country that international consumers hold in their memory and is considered a tool that can increase the power of the country brand. Thus, it was possible to contribute both to the country brand theory and management, and to governments by providing relevant information to help in defining strategic actions in relation to the country brand and its image.

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Author Biographies

Maria Gabriela Montanari, Universidade de São Paulo, FEA-RP/USP, Ribeirão Preto, SP, Brasil

PhD student in Organizational Management at the University of São Paulo, in the line of research of Planning, Market Intelligence and Contractual Relations. She has a degree in Mathematics Applied to Business from the University of São Paulo (2012) and a Master’s Degree in Organizational Management from the University of São Paulo (2015). She is particularly interested in the field of Marketing, working mainly on the following themes: place marketing and applied mathematics. 

Janaina de Moura Engracia Giraldi, Universidade de São Paulo, FEA-RP/USP, Ribeirão Preto, SP, Brasil

is Associate Professor at the Faculty of Economics, Management and Accounting of Ribeirão Preto (FEA-RP), University of São Paulo (USP). Degree in Business Management from the University of São Paulo (1998), Specialization in Master of Science in Marketing at KULeuven (Belgium) (2002), Master’s Degree in Management from the University of São Paulo (2004), Doctoral Degree in Management from the University of São Paulo (2006) and Associate Professorship qualification in Management (specializing in Marketing) from the University of São Paulo (2014). She has experience in the field of Management, with emphasis on Marketing, working mainly on the following themes: Country Brand and Image, Place Marketing, Consumer Behavior, Marketing Research, Service Marketing, Planning and Strategy in Marketing. Editor in Chief of the RACEF (Fundace Journal of Management, Accounting and Economics) since 2014. Reviewer of articles for periodicals and national and international conferences in the field of marketing and ad hoc reviewer for research funding agencies (CAPES, CNPq, FAPESP). 

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Published

2018-08-31

How to Cite

Montanari, M. G., & Giraldi, J. de M. E. (2018). A theoretical study on country brand and its management. Internext - International Business and Management Review, 13(2), 14–29. https://doi.org/10.18568/1980-4865.13214-29

Issue

Vol. 13 No. 2 (2018): May/August

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Article

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