The main questions of country branding

Abstract

Countries are in an even intense competition with each other, as a result it becomes more important to take care, manage the country’s image and also to consciously build and clearly position the country brand. Countries traditionally have an image, deriving from their history. Sometimes this image is also formed by the type of products produced in the country, by its destinations and also by foreign investments. Country branding models clearly reflect the complexity of this field. Present article also discusses the main results of research about Hungary as a country brand.