The importance of a strategically promoted country brand is a key goal in international business. Each nation tries to convey its attributes internationally, not only its products and services, but also its overall image. In addition, research on the country brand construct is continuous within academic environments, government offices, and corporate settings. Nations need to promote themselves strategically if they wish to ensure they are noticeable. Based on this premise, the aim of this theoretical reflection is to discuss this construct in to order to trace the development of the field and propose a conceptual framework for future research. This paper also contributes to understanding the challenging mission of the country brand construct and its strategies, both in practice and theory of the field. Moreover, it adds to current knowledge on the complexities of the country brand construct by understanding the topic’s key philosophies after tracing its evolution. The combination of findings provides support for conveying a conceptual framework on the main complexities of the country brand construct, which are the following: multifaceted construct; numerous stakeholder-related; government involvement; interdisciplinary and multidisciplinary opportunities, and potential nation brand models. The present study advocates that dynamic nation branding strategies bring authenticity to countries in the international business setting and in doing so, this challenging mission of the country brand benefits international economy and trade; develops diplomatic relations; advances international marketing research; enhances academic and educational exchange programs and; improves both national and global sustainability.
CORE (COnnecting REpositories)
CORE (COnnecting REpositories)