B School for Public Policy

William Stewart Woodside Professor Professor of Marketing

Past Session: 
Improving Economic Prosperity through Nation Branding

Seminar by Professor David Reibstein

It is well known that companies care deeply about their brands—and with good reason: a respected name attracts customers, solidifies their loyalty, and brings in higher returns. The idea of brand identity extends beyond the corporate world, though. Countries are also brands, and a country’s brand, like a corporate brand, is economically powerful. A positive country brand brings money and economic growth to it through tourism, foreign direct investment, and foreign trade; conversely, a negative country brand is economically costly. In this seminar, Professor David Reibstein from the Wharton School, who collaborates with U.S. News & World Report in developing the Best Countries Rankings, will examine nation branding as it applies to the U.S., and will discuss why a country should care about their brand globally and the role that public policy plays in shaping and communicating that brand to the world.