Country Brand Image in Transition: The case study of Cuba
Country names evoke certain images when we come across them. In that sense, a coutry's name is similar to the brand name of a product and it carries and communicates a particular image. This image is something that governments use in the exercise of their domestic and foreign policies. In many cases, a positive image becomes the source of "soft power" in foreign policy. During times of economic, political and social changes, the brand image of a coutry's name can go through significant changes. This will affect both the image that foreigners have as well as the image that the coutry's citizens will have of their own country. The process and its implications are explored in the case study of Cuba which is undergoing a significant transition during this times of globalization. One part of the analysis is theoretical using some of Bakhtin's linguistic analysis and the other is data based from interviews and observations collected in Cuba in August 2008.
Keywords: BRAND IMAGE, COUNTRY IMAGE, LINGUISTIC ANALYSIS, FOREIGN POLICY, GLOBALIZATION
Associate Professor of Marketing and International Business, School of Business, Saint Leo University