Approaching the concept of country branding through systematic review

Abstract

In today's global landscape, a well-managed nation brand stands as a crucial intangible asset, significantly enhancing a country's ability to attract investment, talent, and tourism while distinguishing itself in international competition. This study systematically reviews nation branding research from the past decade, spanning from 2014 to April 2024, by analyzing 578 peer-reviewed articles from prominent databases like Scopus and Web of Science (WoS). Utilizing bibliometric analysis techniques, including performance analysis, citation analysis, co-citation analysis, and author analysis, the study identifies key contributions, influential publications, and leading authors within the field. The findings reveal a predominant influence of Western countries in nation branding research, with emerging contributions from BRICS nations. This comprehensive review highlights significant research trends, such as the growing importance of digital media in shaping nation brands and the increasing focus on sustainability and cultural diplomacy. The study also uncovers existing knowledge gaps, particularly in the areas of measurement methodologies and the impact of geopolitical changes on nation branding. By employing VOSviewer software, the research visualizes co-citation and co-occurrence networks, providing deeper insights into the collaborative and thematic landscape of nation branding research. These visualizations reveal key clusters of research activity and thematic concentrations, offering a roadmap for future investigations. The study aims to serve as a valuable resource for scholars and practitioners, fostering a more nuanced understanding of nation branding and guiding future research directions in this vital area. By identifying the most influential works and authors, this review not only acknowledges the contributions made to date but also sets the stage for advancing the field through targeted research addressing identified gaps and leveraging emerging trends in global nation branding strategies.