The Challenges of Nation Branding in the Digital Age

Abstract

The concept of nation branding, the origins of the term, and how brand management is applied to obtain the expected results are investigated. Governments are driving nation branding projects, but some, like in the case of the Spanish project Marca España (ME), fail in detailing their objectives. Even when the objectives are weak, it is necessary to evaluate the performance of these projects. This is why some studies and indexes have been created. The indexes distinguish how a country ranks in various areas of study (economic, social, cultural, etc.), and the results are used to measure the efficiency of nation branding. Certain methodologies are used in this study together with various sets of data: from economic indicators and reputation indexes to the digital relevance of Spain.