IIFT International Business and Management
Review Journal
issue front

Shyam V. S.1, Bilal Mustafa Khan1 and Kanwal N. Kapil2

First Published 9 Jan 2024. https://doi.org/10.1177/jiift.231219371
Article Information Volume 1, Issue 2 December 2023
Corresponding Author:

Shyam V. S., Aligarh Muslim University, Aligarh, Uttar Pradesh 202001, India.
Email: me@shyamvasudevan.com

1Aligarh Muslim University, Aligarh, Uttar Pradesh, India

2Management Development Institute, Gurgaon, Haryana, India

Creative Commons Non Commercial CC BY-NC: This article is distributed under the terms of the Creative Commons Attribution-NonCommercial 4.0 License (http://www.creativecommons.org/licenses/by-nc/4.0/) which permits non-Commercial use, reproduction and distribution of the work without further permission provided the original work is attributed. 


A nation brand is defined as a brand of a country. Nations are not only political and sovereign entities, but also business entities that conduct foreign trade, promote talent and innovation, create knowledge, levy taxes and enact laws. As a whole, nations accumulate wealth, power and status and leverage their brand identities to further their strategic interests. This article looks at the theories of nation branding and its implications on attracting foreign direct investment (FDI). FDI inflow has been studied by various researchers. The impact of nation branding on FDI has not been studied from an integrated perspective. This article analyses all the papers published in the field from 1969 when the genre of research was first mentioned in management literature and the factors presented by various researchers and place brand practitioners up to 2022 and combines them all into one integrated statistically testable model. The article analyses the factors from three perspectives—that of the governments and investment promotion agencies, external brand analysts and ranking consultancies as well as that of the investors.


Nation branding, place branding, foreign direct investment, investment promotion agencies, place brand ranking, foreign trade, trade promotion, investment promotion, guidelines for place promotion, integrated model for place branding.


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