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What is Nation Brand? Nation Brand refers to measuring, building and managing the reputation of countries. The concept “branding” has its origins in the business world but has been expanded on the national level to include aspects that help to mold a country’s reputation. Just as consumers select products based on the impression of their exposure to a nation’s people, products, and quality of services. Every country in the world has a different approach when it comes to Nation Brand. Some understand how to do it very good, some do not, some have the opportunities because the country enables them to do so and some countries have nothing to show. Some may have the resources to do Nation Brand; some are not in the position to do it. There are several factors playing a role when it comes to Nation Brand. It all starts with the fact what a country has to offer. The most recognized brand tag is the beach. If we think about going on holiday we imagine walking on the beach and swimming in the sea or ocean. But some countries do not have certain brand tags. Switzerland for example cannot say that they have beautiful beaches. When it comes to Nation Brandevery country has to think about what is the country offering? What is the unique selling point? What differentiates them from other countries? Understanding a country’s strengths and positioning them in that way will definitely help. Why trying to get a piece of a cake if you are able to bake your own? Nation Brandis your recipe. The content you choose will define which cake you are baking. See what you have in your ingredients and find your taste and flavor. This will ultimately define your own cake and you can be sure that people are willing to try your cake. And if the taste is nice, there definitely will be demand for more pieces of cake.
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FDI Strategy, Foreign Direct Investment Strategy, Nation Brand, Impact of Foreign Direct Investment, City Branding,
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