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

Kerry Kilduff, Julia Margarita Núñez Tabales

• 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.