Program Overview

Geobranding Center

Global knowledge center dedicated to the marketing of countries, destinations, places of origin, attractions, venues and locations worldwide

The GeoBranding center is a global knowledge center dedicated to the marketing of countries, destinations, places of origin, attractions, venues and locations worldwide. A series of research initiatives explore the impact, value and outcomes of GeoBranding campaigns.

The GeoBranding center explores the world of marketing through the lens of individual countries and cultures. Through the exploration of topics such as economic development and its impact on tourism; the branding of places of origin as it relates to the promotion of individual products, global events that draw diverse crowds from around the world, and the impacts and ramifications of travel restrictions, trends and cultural shifts, the GeoBranding center serves to celebrate and bring awareness to efforts of marketing, tourism, trade and development around the world.

Research: Survey & Reports

Surf boards made in Hawaii Hawaii is a hub for surfing and surf art and has produced several of the world's most popular surfboard artists. Among them is Eduardo Bolioli, who is recognized for his innovative and distinctive surfboard art style.



Curated Facts & Stats

Many countries are recognizing the importance of sustainability, innovation, inclusion and diversity to new generations and are taking concrete steps to address these important issues.

Source: WIPO Magazine

WIPO member states have been exploring a broad range of issues relating to the protection of nation brands through the WIPO Standing Committee on the Law of Trademarks, Industrial Designs and Geographical Indications (SCT).

Source: WIPO Magazine

Through the lens of Competitive Identity, a country’s image does not depend on what the country tells the world, it depends on what its national identity stands for and its actions and behaviors in relation to the broader global community.

Source: WIPO Magazine

The tools to assess more effectively a country’s performance within a global context, have evolved and adapted to this new paradigm; they offer a clearer assessment of how the behavior of a country shapes its image.

Source: WIPO

Just like corporations, countries compete with each other for a share of the world’s attention. Not just in terms of inbound tourism, but capital investment, trade agreements, export opportunities and skilled workers. Successful global brands contribute strongly to the image of their origin country, and therefore nations should be doing as much as they can to promote brands that boost their national image.

Source: Martin Roll

It has been found that Country of Origin (COO) has a significant impact on consumer behavior and as we can see some of the taglines like "crafted to perfection in Switzerland" for the Rolex and the Swatch watches, the COO has a discernible impact on purchasing decisions. Moreover, COO is associated with greater brand recall, as we know that McDonald’s mean American and hence, we tend to associate the brand with the country.

Source: Management Study Guide

Collaboration has become an essential aspect of destination marketing. Collaboration between various stakeholders such as tourism boards, local businesses, and governments can create a cohesive and effective marketing strategy.

Source: Marketing Tourism Academy

Personalization has become an essential aspect of destination marketing. Travelers are looking for unique and personalized experiences that cater to their interests and preferences.

Source: Marketing Tourism Academy

The personalization market is entering a new phase of maturity and growth. According to 360i Research, the global personalization software market is expected to reach $943.25 million in 2022, at a compound annual growth rate (CAGR) of 23% to reach $2.72 billion by 2027.

Source: CMS Wire

Greenhushing, greenshifting, greencrowding: Greenwashing is getting harder to spot. A new EU law against misleading or unverified green claims aims to address the problem and protect consumers. But marketing companies are constantly finding new ways to pull the wool over our eyes.

Source: Euronews


Curated Reading

Program Themes

  • Business Intelligence
  • Segmentation
  • Global Trends
  • North America
  • Europe
  • Latin America
  • Asia Pacific
  • Africa
  • Middle East
  • India
  • Emerging Markets
  • Region Economic Statistics

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