Branding the Nation in the Digital Era
Branding the Nation in the Digital Era

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Summary/Abstract: Country branding cannot be resumed to a logo or a slogan. It is a much more complex concept; it is the image which is being outlined in the mind of the target group. Thus, a branding programme must not be reduced to a communication campaign, while the role of communication in managing country image should not be ignored either. The current paper is trying to analyse the manner in which the image of a country can be managed through communication: what is the role of communication in the branding process, how it should be instrumented, what is the impact of new online communication techniques on forming or modifying the image of a country and whether it is necessary to include them in a country branding program.

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