Export flagships in branding small developing countries: The cases of Costa Rica and Moldova

Abstract

Compared to developed and larger developing countries, small developing countries (SDC) face additional challenges while forging their nation brand. They must thus find creative and cost-efficient ways to create, position and communicate themselves. The authors suggest that by focusing on an export flagship product, one that not only has commercial potential but that also truly symbolises the country, SDC can develop/enhance their country brands. The authors further suggest that this export flagship might be a local food as this is a strong conveyor of culture. By being symbolically charged, and assuming that they are functionally and experientially competitive, food products have a good chance of success. Beyond immediate commercial benefits, export flagships transfer positive associations to the country and might serve as a basis for developing a country brand identity. Not only will the country brand be enhanced, but positive associations redirected towards further country branding activities resulting in overall improvement.