Scientometrics study of country branding and its contribution to sustainable development in nations

Abstract

The main economic powers are focusing on a sustainable economic recovery following the crises triggered by systemic risks. In this context of global renewal, the opportunity arises to promote long-term collective goals and avoid unsustainable setbacks in the social, economic, and environmental realms. This article aims to conduct a critical analysis of the scientific production on country branding and its contribution to sustainable development. From 1991 to 2023, there is an interesting scientific contribution from researchers worldwide, although the years 2022 and 2023 lack production. Through scientometrics analysis using data from Web of Science (JCR and ESCI), 103 articles were identified in the knowledge categories "Country Brand" and "Sustainable Development." Laws such as Price, Zipf, Lotka, Bradford, and the Hirsch index were applied. The results reveal contributions from authors and institutions at a global level, highlighting the international relevance of the subject. Global precedents in country branding research are emphasized, aiming to establish a connection between this field and the sustainable development of nations. With this article, the authors seek to rekindle interest in this theme, promoting a comprehensive approach to the sustainable future of nations.Keywords: Country brand, sustainable development, brand image, brand value.