A nation brand model based on the brand constructs and underlying factors: a case study of Iran

The current research deals with the design of the national brand model based on the basic brand constructs. The main goal of the current research is to identify the constructs of nation branding and its underlying factors at the level of creating awareness of Iran’s national brand. In this research, the most important constructs of the nation brand, as well as the underlying factors of each construct, were identified, which can be of special help in formulating nation brand development strategies. This research is applied based on purpose and descriptive survey. The statistical population of this study is the letsgoiran foreign tourism corporation. A sample of 360 people was analyzed. According to the results of the partial least squares technique, the most important construct affecting nation branding is brand meaning and brand recognition. In addition, the most effective underlying factor for creating a national brand is the credibility of the national brand and its overall image in the minds of the audience, especially foreign tourists who choose Iran as their destination.