Nation branding

Through their activities, nations send messages and information about themselves almost continuously. Based on this information and numerous other associations, a certain image of a country emerges in people's minds. Nation branding refers to the attempt to influence the image of a country (positively) at home and abroad in a similar way to a trademark. This paper essentially examines the country brand Germany, with a particular focus on the 2006 World Cup. The focus of this paper is therefore also on the self-image and external image of Germans. Based on the findings, the question of the extent to which the measures implemented for the 2006 World Cup ensure sustainability in terms of Germany's image is then explored.