Countries can’t pretend to be everything to everybody. Countries are not corporations but like corporations, countries must find their own personality and define the traits of its character, if they want to streamline their identity and reinforce their (nation) brand. One example of well-characterized country is Switzerland. Besides all the stereotypes about the country like…
Countries and corporate brands are often interlinked. Commercial brands often feed country brands, and vice-versa: corporate brands are sometimes ambassadors of their country of origin and, at the same time, they get further traction by appealing to their country of origin. Corporate brands whose corporate values match those of their country of origin include Apple…
As everybody involved in the nation branding industry is well aware of, great brands are the best ambassadors of a country. Think of what BMW says about Germany, or IKEA about Sweden, or Armani about Italy. Countries that sport a famous brand can reap gigantic benefits off this sort of brands. But, what happens to…
