The Role of Country Reputation in Positioning Territories: A Literature Review

Abstract

In this study we review the concept of a country’s reputation (CoR), which still requires a thorough conceptual development. The relevance of this intangible asset for countries justifies the need to clarify the CoR concept as a preliminary and necessary step to start its management by governments. We carried out a literature review with the aim of examining what it is, its advantages and disadvantages, how it is measured, and what the fundamental guidelines would be for its management through the development of a theoretical model. These two last aspects especially caught our interest due to the relationship between management and measurement, which has led us to review the most important rankings used today for CoR and to add the similarities found among them into the proposed model due to the key role of a good positioning in these rankings for obtaining different reputational advantages.