Measuring the Country Brand Image: Implications to Manage the Smart Cities

Abstract

The purpose of this research is to validate the country brand image of Spain. This measurement permits to assess if the country brand image is positive or negative, and its implications for governments. If the Spanish companies perceive positively the image of Spain then support policies related to smart cities will be easier to approve and apply. The chapter concludes that the image of Spain is experiencing a dynamic and positive development. Spain is perceived as a country with friendly, creative, and qualified people. This perception reinforces that one of Spain’s best assets is its human capital. However, Spain is perceived as a country developing a reputation with regard to innovation and technology. These results indicate that the implementation of policies of smart cities will strengthen the brand image of Spain and therefore its implementation will be supported by public-private institutions.