Nation Branding And Its Significance; A Literature Perspective

Abstract

The marketers keenly focus on branding for developing effective positioning strategies. The branding concept is also positioned on the basis of country of origin and termed as nation branding. This study highlighted the important components and aspects of nation branding that can helpmarketers and researchers derive new strategies. Moreover, the research has focused on deep literature analysis for explaining the brand personality, identity and image. This analysis is limited to nation branding and its significance; future studies can quantitatively explain this concept.