The Relationship between Nation Branding and Humanitarian Assistance
Nation branding is an important concept in today's world; it can be described as an increase in a country's positive recognizability in the world. As a consequence of globalization, all countries must compete with each other for attention, respect, and trust, investors, consumers, donors, immigrants, media, and advantage. It is essential for countries to understand how they are seen by the world.
Branding is not just a singular image or characteristic that helps distinguish one product from others. It is a process which creates a meaningful whole with physical, nonphysical, and psychological or sociological aspects. 1 In general, branding is essential across a large spectrum of economics, finance and marketing, and a key instrument of social science.