International Economics Commons^™

Summary: Economic Return Of Nation Brands, David J. Reibstein

Wharton PPI B-School for Public Policy Seminar Summaries

It is generally considered good business practice for a company to invest in its brand. A positive brand image typically results in a more loyal customer base and an overall increase in profit. Likewise, nations have brands, and the reputation of a country has an economic impact on its gross domestic product (GDP).