Its worth mentioning that in addition to their cultural history Nations are making increasingly conscious efforts to hone their country branding in recognition of the need to fulfil three major objectives i.e. To attract tourists, To stimulate inward investment and To boost exports.
Nation Branding can also increase currency stability; help restore international credibility and investor confidence; reverse international ratings downgrades; increase international political influence; stimulate stronger international partnerships and enhance nation building (by nourishing confidence, pride, harmony, ambition, national resolve).
For example Yvonne Johnston, CEO of the International Marketing Council of South Africa, describes how the South African brand has been developed in order to position the country in terms of its investment potential, credit worthiness, export opportunities, tourism potential and international relations (Dinnie, K. (14 May, 2010). Nation branding. Taylor and Francis).