In a globalized world, countries compete in similar ways as companies. Countries are, therefore, adopting the same marketing and communication methods to promote themselves – a phenomenon known as Nation Branding. While at the outset nation brands mainly served to highlight a country as a travel destination, today they also play a pivotal role in attracting foreign investment and promoting products and services. The potential increase in brand value, and therefore the risk of unauthorized use, makes it necessary to protect the nation brand. The right use of Intellectual Property rights (IP) can accomplish that, and the below steps can be used by countries as a guide to the creation of a solid brand from the start. This article is the fruit of the master’s course in Intellectual Property and Communication at the SciencesPo School of Management and Innovation (Paris, France). The author thanks the class of 2017 for their research contributions.

Continue reading this story by Zeeger Vink, IP Director at MAUS FRÈRES free of charge by following this link