Country branding research: a decade’s systematic review

The concept of country branding, also referred to as nation or place branding, involves the creation and management of a nation’s image and products to promote various aspects of its identity. This study conducted a systematic review of country branding studies based on articles published between 2010 and 2020. A total of 59 papers were obtained from electronic databases such as Scopus, search engines like Google Scholar, and publishers including Taylor and Francis, Emerald, Elsevier, and Wiley online, using a specific search criterion. Of the 59 articles, only 44 met the inclusion criteria and were included in this review. The results were organised using the theory, context, characteristics, and methods (TCCM) organising approach for systematic literature reviews. The study revealed two dominant research themes: ‘national branding campaign’ and ‘country of origin (COO). Most studies did not use any specific model and the qualitative method was the dominant research method used. The findings of this study provide a roadmap for understanding the literature on country branding and offer directions for future theory building. The concept of country branding emerged as a way for countries to showcase their identity and appeal to tourists. Specifically, positive worldwide perceptions can be created by country branding, which in turn encourages exports and draws in visitors, investors, and new residents. Most importantly, nation branding persuades other actors to accept and adopt certain thoughts and behavior through the use of reasoning or argument. This research examines the literature on the topic of country branding, also known as nation branding, from 2010 to 2020. The study’s overarching goals are to advance scholarship on country branding and to inform branding efforts in different nations. With the themes that have been identified in this study, this research has the potential to better inform policymakers and practitioners on the nature of country branding. The importance of a nation’s brand was emphasized as a major factor for governments to think about.