Perception elements of a nation brand: bridging theory and practice

Fernández-Cavia, José; Vinyals Mirabent, Sara; Piñeiro Naval, Valeriano; Filipe Torres, José

doi:http://dx.doi.org/10.31009/cr.2026.14

Perception elements of a nation brand: bridging theory and practice

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Citation

Fernández-Cavia J, Vinyals-Mirabent S, Piñeiro-Naval V, Filipe Torres J. Perception elements of a nation brand: bridging theory and practice. Barcelona: Universitat Pompeu Fabra, Departament de Comunicació; 2026. 99 p. DOI: 10.31009/cr.2026.14

Abstract

Perceptions are key in decision-making processes, and a brand can be seen as a communication device created to manage people’s perceptions. Nation brands are even more complex than product brands, but they are similarly composed of a plethora of diverse associations in the minds of consumers, travellers, investors, migrant workers, and citizens. Previous academic works have attempted to establish the dimensions, components or elements that make up a nation brand. Still, the results are mixed and do not fully incorporate the perspectives of professionals in the field. To fill this gap, our study used a Delphi method applied to an international sample of 47 practitioners working for countries, regions, and cities worldwide. The final proposal consists of a list of 13 perception elements. Some of these elements were common in academic literature, but others present some degree of novelty, such as the collaboration in the mitigation of global causes, the quality of the education system or the level of safety and crime. Our article presents a framework for measuring, improving, and benchmarking nation brands. However, while it establishes common ground for assessing the perception of any nation brand, each particular case may need to include specific traits relevant to its strategic positioning.

Description

This study examines the components of a nation brand, a strategic tool essential for global competitiveness regarding tourism, investment, and talent. Given previous theoretical fragmentation, the research employs the Delphi method with 47 international experts to establish a validated taxonomy of "perception elements" (PE). The findings identify thirteen key dimensions that articulate a country's image in the collective memory. Culture stands out with 100% consensus, followed by products and services (94%), foreign affairs (92%), and safety (91%). This work transcends mere theory by providing a practical and consensual framework for managers and academics to audit, benchmark, and strengthen national reputation. By defining these association nodes, the study offers a fundamental guide for influencing the decisions that determine a nation’s success on the world stage.