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Nation Branding

The Competitive Advantage of Nations lies in its brand. In a world of increasingly global competition, a nation’s brand has become vitally important.

As the basis of competition has shifted more and more to the creation and assimilation of knowledge, the role of a nation has grown with its competitive advantage created and sustained through a highly localized process.

Differences in national values, culture, economic structures, institutions, and histories all contribute to competitive success.

There are striking differences in the patterns of competitiveness in every country; no nation can or will be competitive in every or even most industries.

So, ultimately, nations succeed in particular industries because their brand portrays its home environment, its most forward-looking citizens, and its dynamic, and challenging local brands that proudly go global as being: Made In…

A nation’s brand – just like that of a destination – is critically important for the promotion and profitability of a nation and all its constituents.