This article is published in Turkish Daily News of January 13, 2007
The branding of a country has become a crucial issue in today's world. Whether we like it or not, globalization enforces countries to compete with each other. Self-supporting economies, one of which was Turkey until the beginning of the 1980's, are simply anachronistic today. Those who still believe in that protectionist economic policy should just look at Zimbabwe or North Korea.
The branding of a country is important not only for the attention and trust of foreign investors but also for the choices of tourists. It also reflects the country's social, political and economic achievements. And, the products that a country sells abroad are a definitive aspect of its brand. In all these regards, Turkey is not doing well.
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