Affective and cognitive components as factors in country branding
Affective and cognitive components as factors in country branding

Summary/Abstract: The idea of the power of image or authority as a way to achieve political, social, economic and cultural goals, dates as back as the country itself. The need for a thorough study of these aspects in our time is greater than ever. All governments on behalf of their peoples, institutions and companies must have a view of the world’s perception of their country and develop a suitable management strategy. The main emphasis in this process should be on how to create a brand which will be truthful, authentic, powerful, attractive, and useful for achieving their economic, political, and social aims. In the same time, it must be a true representation of the people’s spirit, originality, ingenuity, and will. The governments of the 21st century faced with this great task must also make it their primary one. Country brand and branding as new tendencies in marketing are the result of the expanding globalization as well as the needs of a country striving for sustainable economic development.This paper defines brand and country branding from a marketing point of view, and moves on to discuss factors relevant in brand building. The effective combination of these factors in country branding from a marketing point of view is portrayed with two successful examples: Iceland and Chile. These examples can serve as guidance in branding other countries, including the Republic of Macedonia.

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