According to Nandan, (2005) brand identity derives from a company,
i.e. the company is accountable for developing distinguished merchandise with
exclusive features. Brand identity is how a company identifies itself. Through Brand
identity, organizations, strives towards convey its independence and uniqueness to
all relevant publics. Today our world is branded. Creating a strong brand is not only
for consumer goods anymore, but also for places and countries.
Researchers within the area of country branding states that a strong country brand
identity is the only way a country can be actors in a global market. Due to the lack
of earlier research in country brand identity there is no present obtainable model to
measure country brand identity. According to the fact that there is no analysis
model existing, there might be difficulties to define the country brand identity of the
Philippines. According to Paswan et al (2002), there is a difference between
countries and products when it comes to brand identity and therefore there might be
a need to develop a new model in order to define country brand identity as a
complement for the already existing models.
The main objective of the study is to determine country brand identity. This
will be done through the process of developing an analysis model on how to
determine country brand identity. The model will be developed through existing
theories and will act as a complement to earlier stated research. The model will be
utilized in the Philippines in order to be able to determine the brand identity of the
country. The goal of the study is to be able to employ the model on all countries. In
order to be able to acquire empirical data, method triangulation will be utilized.
The thesis will be a minor field study based on a qualitative research
approach. The empirical data will be gathered through method triangulation where
observations, interviews and focus groups are essential.
It is possible to define country brand identity by developing an
analysis model where culture is essential due to the fact that culture plays a big part
of a country. Determinants for defining country brand identity are stated as culture
integrated with reflection, personality, self-image, marketing communication and
2011. , 80 p.