The role of visual identity in country branding - Country names, slogans and logos

Abstract

Can countries be packed just like products? Is a country’s visual identity important when making travel and business decisions? The tools of branding can and should be implied to destinations, such as countries. Creating a visual identity is only part of building the country’s brand. It includes a logo, a slogan, all the visual elements of the marketing communication and choosing the best brand name as well. Changing the brand name, which means changing the country’s name, is usually not possible. The name of the country is the brand itself. Some countries are lucky and happy with their names, but Hungary for instance is always made fun of when foreigners say “You’re from Hungary. Are you hungry?” Almost every country has a slogan that contains the outmost important information about the country. Centuries ago, these slogans were used for political and geographical statements of the countries. A good country slogan should not be a political statement and it should address both locals and visitors, investors and people who buy products from that country, and can be categorized into the following groups: expressing the superego, discovery, nature, geographical position and features, people, self-expression, joy, treasures, royalty, culture, vibration, weather, food and personal message.