Country branding as a special type of place branding – An overview of the related terminology

Abstract

Country branding has become a ‘hot topic’ in the last two decades, and country image centers, country brand councils were set up all over Europe simultaneously. While the practice of the field is quite developed, its theoretical framework is lagging behind. For this reason, the present study systematizes concepts and terms related to country branding as a special type of place branding. Terms such as nation branding, state branding, destination branding, location branding, territory branding and region branding occur, while the similarities and differences of these expressions are also discussed. The study systematizes the related literature and analyizes the most relevant country case study articles with titles that include country branding, place branding or related terms. As a result of the systematization of the relevant terminology, country branding can be managed more consciously, and country competitiveness may be increased.