The Country Brand as a Strategy for Building a Competitive International Identity
Theoretical Foundations and a Study on Qatar Initiatives
DOI:
https://doi.org/10.36311/2237-7743.2023.v12n2.p281-298Keywords:
competitive identity, public diplomacy, international insertion, nation branding, QatarAbstract
This article analyzes country brand as a strategy through which the State manages its image in a globalized and competitive system. It is an exploratory research of qualitative nature that uses Anholt's analytical framework to assess the Qatar branding strategy. It is concluded that the promotion of the country brand contributes to highlighting positive national attributes and resources, in addition to offering an alternative to shallow narratives and single stories disseminated to the detriment of some States.