In recent years, marketers have coined the term ‘Nation Branding’ as an attempt to position coun-
tries in a new light, in order to attract perceived financial investments from abroad, revitalize local
economies and of course, create economic opportunities for the advertising industry. They often
use the phase ‘it will bring invaluable benefits.’ But we know, anytime someone uses the word ‘in-
valuable,’ they usually don’t understand how to measure it, or they don’t want to know the answer.