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This article explores national branding concepts while identifying its key components. This article reviews the existing literature on national branding by analyzing the literature on country branding, which incorporates branding concepts such as brand identity, brand image, and brand value. Based on the example of Azerbaijan this article examines governance, cultural heritage, economic prospects, tourism, international relations, and other factors that shape a country brand image. Most literature on national branding argues that having a unified and well-articulated brand allows a country to enhance its global reputation, attract foreign investment, and strengthen its identity. This article adds to the literature on branding nations by describing the components and aspects of the Azerbaijani brand.
Keywords: national branding, country branding, brand identity, brand value, Azerbaijan
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