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Abstract

In the last decades the word brand has turned into a relevant and contingent issue for countries and stakeholders. The emergence of experts, books and measurement indexes has made urgent something that always existed. The list of concepts related to a territory has been built along with history through the positioning of a powerful story in the universal history. Relationships such as Cigars-Cuba, American Dream-United States, Carnivale-Brasil, Technology-Japan, Incas-Peru only encourage a quick reading that constrain a differentiating attribute to a product-country. Even when these attributes are not always the result of a strategy that refexes the identity of a place, lots of them are refexes of the particular qualities a country shows and not always goes along with the vision a country wants to show. That's why the emergence of the Territorial Branding wants to project a brand in a clear and honest way.