Are we talking the Same Language? Challenging Complexity in Country Brand Models

The purpose of this paper is to review recent research into country brand models and identify the most common and shared dimensions. Based on the literature review, this study establishes a conceptual framework to consider the complex interaction between the core constructs of country branding, country brand models and country image. This paper attempts to show that there is no acceptable, concrete, and universally theoretical-recognised definition either in the academic literature or in the business and trade arena. The paper is divided into three parts with the first focusing on country branding constructs, branding strategies, as well as the importance in the global economy and competitive arena worldwide of the country brand. The second part reviews the conceptual origin of the main country brand models in the last decades. The third part discusses the country image construct, and identifies this as the country brand reflection. The paper summary draws the analysis together to present the exploration of the country brand model dimensions. The purpose of the paper is to determine the most common dimensions in the main country brand models. The findings are that: tourism is the most supported by five models; followed by governance and investment by four models); and exports and immigration are supported by three models. Despite its exploratory nature, this study offers insight for researchers, country brand strategists, and communications professionals to rethink the country brand being adopted to comprehend a country image and to invest in either public relations, promotion and advertising worldwide. The country brand models discussed in this paper may be applied to other future investigations regarding the need for a conventional and consistent country brand model, including new dimensions related to the multiple stakeholders and specific country variables.