The Spain© Trademark

Nation-branding is a relatively new practice that deals with the reputation of countries. The emblematic significance of each product made in a country is strongly related with that country’s own distinctive characteristics. A nation’s image and the effective conveyance of this “trademark” to its exports –called the “country-of-origin effect”– are as relevant as its own production and commerce. Many governments have considerable resources dedicated to Nation Branding, because the image and reputation of a nation can dramatically influence its success in attracting tourism and investment capital; in increasing exports; in garnering a talented and creative workforce; and in wielding a cultural and political influence in the world, which experts such as Joseph Nye call “soft-power” (non-coercive) as opposed to “hard-power” (coercive).

The OECD has recently released its annual Better Life Index which compares standards of life in 38 countries. Norway, Australia, Denmark, Switzerland top the list and Canada, while South Africa, Mexico and Turkey bring up the rear. United States is in ninth place, Germany is No.12, United Kingdom No.16, France No.18, Spain No.19 (to name some well-known Western countries). Spain betters the average in work-life balance, housing, health status, sense of community and personal safety, but falls behind in income and wealth, civic engagement, environmental quality, educational skills, employment and remuneration. If forecasts are correct, this summer Spain could substitute the United States as second tourist destination in the world, with 72 million visitors. Arrivals would be mainly from UK, which –with France and Germany– accounts for 53% of reserves. The causes of this increase are the instability generated by jihadist terrorism in Tunisia, Egypt and Turkey; the attacks in Paris; the refugee crisis particularly affecting Greece; the depreciation of the euro against other currencies and the affordable plane tickets due to cheaper oil prices.