Nation Branding as a Strategic Asset for Local SMEs: Global Developments in Nation Branding and Promotion – Theoretical and Practical Approaches

Abstract

he chapter intends to present a theoretical and applied context in relation to small scale enterprises performing in relation to the optimization of marketing and branding through the use and the instrumentation of nation branding, which is applied as an analytical context. Consequently, arguments and models rinsing on the obstacle and multi-dimensional setting of small business performance features pertaining to competitive advantages, as well as their capability to exploit possible prospects, are augmented via the implementation of an inclusive branding by instrumenting nation branding as a strategic asset