Country Branding: What Branding? Relevant Terminologies and their Possible Interpretations in the Case of Countries

Subject and purpose of work: The study systematizes concepts and terms related to country branding such as nation branding, state branding, place branding, destination branding, location branding, territory branding, and region branding as well as exploring the similarities and differences among these expressions.

Materials and methods: First of all, the study reviews relevant literature. In this context it also analyzes the most relevant country case study articles with titles that may include country branding or related terms in many forms.

Results: At the end of the study, a summary table systematizing the terminology of the topic is included, which is a novel approach to the subject. The practical significance of the study becomes clear if organizations involved in the development of country brands consider the abovementioned theoretical framework while developing their own strategies.

Conclusions: As a result of the systematization, country branding will be more consciously used in the subchapters of strategic materials discussing how to increase country competitiveness.