country brand awards
ABOUT the awards
Dedicated to building brands, reputations and results for nearly 20 years and being one of the most awarded and best valued consultancy, MARCO is proud to host the second edition of the Country Brand Awards.
The Country Brand Awards are guided through a strict selection process and a weighted voting system, in which countries are assessed on two criteria : doing business and doing tourism.
the methodology
Successful ‘country branding’ follows a rigorous methodology that rests on three pillars: ‘Doing Business’, ‘Doing Tourism’ and 'Doing Sports'.
The first aspect, ‘Doing Business’, explores the importance of attitudes around living, working, investing and exporting in a country, whilst ‘Doing Tourism’ examines how a country can create interest in the rest of the world and increase its capacity to position itself as an attractive destination to visit.
WHAT IS
A COUNTRY BRAND
Written by MARCO Founder & CEO Didier Lagae, A Country Brand, a Branded Country is the first book on how to build attractiveness to promote investment and attract tourists.
The construction of a Country Brand is based on the two following axes:
DOING
BUSINESS
The capacity to generate an economic brand powerful enough to attract investors and talents.
As well as the promotion of exportations.
dOING
TOURISM
The construction of the tourism brand, determined by the capacity to attract tourists and generate economic movement, is based on the following key elements: influence of emblematic companies and brands, population, culture and political and legal considerations.
dOING
SPORTS
The ability to leverage sports as
a strategic tool for international
visibility, national pride, and the
development of talents and
infrastructures.
the shortlist
Almost 100 countries have been shortlisted on the capacity to promote tourism, as well as to attract talent and boost exports and foreign investment, which are key elements in the construction of a country brand.
THE jury
JURy chairman
This jury is made up of professionals from the world of communication and is chaired by Country Branding expert Didier Lagae, author of the book "Country Brand, a Branded Country" and founder and Executive Chairman of MARCO.
jury MEMBERS
Soraya Lobo - Brand Coordinator at Embatur
Ángel Alloza - CEO and General Secretary of Corporate Excellence
Leticia de Zuloaga - Chief Communications Officer, LALIGA
Cristóbal Fernández Muñoz - Vice Dean of the Complutense University of Madrid
Eric Monnin - International sport culture expert and consultant for Eurosport
