El valor cultural de la marca país: la experiencia de Marca España

Abstract

The concept of "brand-country" (Anholt 2004) has had, in the last decade and a half, a great echo both at government and popular levels: national administrations, regional and municipal governments around the world have implemented management programs and promotion of their brands, which in some cases, such as Spanish, have obtained enormous media repercussion. The success of the brand-country strategy largely depends of the identification of the citizenry with the brand promise that it is trying to transmit to a hypothetical tourist, visitor or investor. This is what has been called “diplomacy public ”: every citizen is an ambassador who constantly transmits messages and contributes to crea..