Countries try to attract -and tax-mobile resources such as foreign direct investment ‡ows or human capital. Their activities include informative or persuasive advertising, branding, and educational policies that generate home attachment. This competition closely resembles the competition for a common pool resource. Further, Bertrand competition in tax rates interacts with this type of competition. I provide some piecemeal evidence on what activities countries use. I also endogenize the size of the group of loyal and non-loyal citizens or investors and consider the implications of tax harmonization and minimum taxes for these types of non-price competition. Home attachment reduces the intensity of tax competition, but generates a strategic disadvantage for the country that invests much in such home attachment. Harmonization of taxes and minimum taxes can intensify the common pool problem.Keywords: tax competition, common pool, advertizing, nation brands, instilling preferences, home bias, patriotism.JEL classi…cation numbers: H77, F21, F22