The empowerment of the value of country brands is basic to manage sustainable globalization and exerting diplomatic power. When we talk about country brand we mean the value behind a single phrase or word: “made in Germany, USA, Taiwan, China, Japan, etc.” or the name of the country as a representation of its values.

Microeconomics driven development requires the empowerment of the brand of the country that decides to expand, which implies a definition where the country will be competing and how.

Brands are defined by the expectation of added value they generate, the uniqueness of their attributes and the consistency of their actions. The empowerment of country brands requires managing the concept, and of the under-promising and overdelivering attitude to install a consistent brand.

It requires several decades of significant investment in communication to empower a country brand which needs to be believed the members of the community in order to be consistent.

To be consistent, it is necessary that those aspects of the society that are chosen as representative of a countries positioning assume a world class positioning. The amplitude of the meaning of “world” defines the functionality of the brand.

Future Research Lab

NOTE: The Unicist Research Institute (TURI) is a world leader in its segment. Since 1976, it has been specialized in complexity sciences applied to the research on the roots of evolution and its application to social, institutional, business and individual evolution.