COUNTRY IMAGE VS. COUNTRY BRAND: DIFFERENCES AND SIMILARITIES

Abstract

This article was written in order to provide an overview regarding the differences and similarities regarding two congruent, yet different concepts: country brand and country image. The geopolitical context and, implicitly, the current global context require a redefinition – or a more complex circumscription – of the “country image” and “country branding” concepts. In this paper, the author aimed to highlight the characteristics and particularities of the approached concepts in order to shape a framework of the context within these two operate; a brief analysis of the literature is presented, trying to emphasize the slight difference between the approached concepts