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Nation Brand, a modern identity. This Nation Brand will deliver to the world the values that characterize the country's comparative advantages, and it will make it attractive and competitive. The more clearly and more loudly the message is spread, the country will win over others. But how is a Nation Brand created? Firstly, the current situation should be analyzed, where the country is at the moment, how it sells its product, and who its competitors are. In addition, it should determined the opportunities that the country has and the problems it faces in the given market conditions. Countries should also determine their "customers", and be able to approach them. By identifying desirable "customers", they can better understand their needs and desires. Who are the“clients” we are looking for? Foreign enterprises, foreign capital, high-level tourists, conferences, students from all around the world? Then it will be possible to develop strategies which will help to obtain the desired customers and make them loyal to the Nation Brand. The challenge is to consider the criteria that every customer selects consumer products or services and give an answer to the question: Why should a customer prefer our Nation Brand over others? Every Nation Brand represents the nation - its history, culture, civilization, geography, products, businesses and, most importantly, its people, wherever they are, whatever they do. And these characteristics do not change in a single moment. This is why the concept of rebranding is very difficult. ">It is a fact that, nowadays, the perception that countries behave in ways like commercial products / brands has been established. More specifically, it is considered that countries trade their strengths, their history, their natural environment, their culture, their mentality. In the era of globalization, where national identity is losing ground, a country that wants to be competitive must have a Nation Brand, a modern identity. This Nation Brand will deliver to the world the values that characterize the country's comparative advantages, and it will make it attractive and competitive. The more clearly and more loudly the message is spread, the country will win over others. But how is a Nation Brand created? Firstly, the current situation should be analyzed, where the country is at the moment, how it sells its product, and who its competitors are. In addition, it should determined the opportunities that the country has and the problems it faces in the given market conditions. Countries should also determine their "customers", and be able to approach them. By identifying desirable "customers", they can better understand their needs and desires. Who are the“clients” we are looking for? Foreign enterprises, foreign capital, high-level tourists, conferences, students from all around the world? Then it will be possible to develop strategies which will help to obtain the desired customers and make them loyal to the Nation Brand. The challenge is to consider the criteria that every customer selects consumer products or services and give an answer to the question: Why should a customer prefer our Nation Brand over others? Every Nation Brand represents the nation - its history, culture, civilization, geography, products, businesses and, most importantly, its people, wherever they are, whatever they do. And these characteristics do not change in a single moment. This is why the concept of rebranding is very difficult.
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FDI Strategy, Foreign Direct Investment Strategy, Nation Brand, Impact of Foreign Direct Investment, City Branding,
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