How much does it cost to improve a country's global brand?

Can a country's global brand be improved by marketing?

posted by Paul Simpson

13 April 2018

Do you like Luxembourg more than you did five years ago? Do you think of the Grand Duchy at all? If the answer to both those questions is ‘no’, then the Luxembourg government has wasted the $1m it spent, in 2016, on a marketing campaign to improve its global brand.

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Can a country's global brand be improved by marketing?

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