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Country Image Management: Brand Spain in the United States (U.S.)

Author

Listed:
  • KILDUFF, Kerry
  • NÚÑEZ-TABALES, Julia M.

Abstract

This case study examines the Spain Brand, whose main objectives include updating and defining the image of Spain abroad and improving tourism, trade, and FDI. This paper selects the United States and measures the evolution of sectors where the strategy has aimed to improve since its implementation in 2002. Government sources show that the bilateral relationship between the U.S. and Spain has increased in the past decade. This approach proposes an objective way of evaluating the effects of a place brand strategy, and can be used for place branders and governments to track the effectiveness of their country brand campaigns.

Suggested Citation

  • KILDUFF, Kerry & NÚÑEZ-TABALES, Julia M., 2014. "Country Image Management: Brand Spain in the United States (U.S.)," Regional and Sectoral Economic Studies, Euro-American Association of Economic Development, vol. 14(2).
    • Handle: RePEc:eaa:eerese:v:14:y2014:i:2_1
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    File URL: http://www.usc.es/economet/reviews/eers1421.pdf
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    More about this item

    Keywords

    Branding; Country image; Bilateral Relationship.;
    All these keywords.

    JEL classification:

    • F10 - International Economics - - Trade - - - General
    • M30 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - General

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