Article
Place Branding

Positioning The Nation State

By: John A. Quelch and Katherine E. Jocz

Format:Print

Abstract

Having a clear, differentiated positioning gives a country an advantage in attracting investment, business and tourism, and in building markets for its exports. Countries like Greece, Spain and Chile are successfully repositioning themselves using coordinated marketing and highly visible events like the Olympics. Positioning and national image also matter greatly in public diplomacy and cannot be taken for granted. Recommendations are given for positioning a nation-state based on a frank appraisal of perceptions and realities.