Interactions between nation branding and corporate branding

Abstract

The aim of this article is studying interactions between nation branding and corporate branding through reviewing the literature. Results show that both branding of a country and its corporates have influence to each other, either positive or negative effect that is called virtuous cycle or a vicious cycle. In fact, these two types of branding, act as a synergistic reinforcement tool to protect, improve or enhance the other one and therefore should be observed and maintained simustainasly.

Keywords: National Reputation, CorporateBranding, Brand Positive Cycle, National Identity