The idea of brand identity extends beyond the corporate world. 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. Professor David Reibstein, who collaborates with U.S. News and World Report in developing the Best Countries Rankings, shares select insights from his research.

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