How do you build a Country Brand?
The first axis is the ability to generate an economic brand that includes attracting investment, promoting exports and attracting talent.
The second axis is the construction of the tourism brand , conditioned by the Finland Business Email List ability to attract tourists and generate economic movement. In recent times, intangible Country Brand concepts have been added to these axes, such as the influence factor of emblematic companies and brands, their inhabitants, their culture and the influence of political and legal considerations.
Finally, this 2020 has marked the irruption of a new axis of construction or deterioration of the brand : the management of the COVID-19 crisis . It is the era of Soft Values, where the way in which countries and brands protect us acquires more prominence. Recognition in the tourism promotion criterion is granted as a result of an exhaustive analysis of the best tourism promotion campaigns of the last three years and of how the current health crisis has been managed on the ground.
The evaluation by the Finland Business Email Database jury was carried out during the months of September and October, taking into account the tourism promotion campaigns of the last three years and the health management of COVID-19 during the first wave.
This jury is made up of professionals from the world of communication and chaired by Country Branding expert Didier Lagae , author of the book Marca País, un País como Marca and founder and CEO of MARCO .