Abstract:

Today, countries can compete in the international markets by virtue of their strong brands. This competition occurs in export, foreign direct investment, attracting qualified human resource and increasing tourism receipts. The competition was over the factors of production possessed in the past, whereas it depends on the production of value added goods, their export and finally branding of the country today. Since the late 1990s, brand value of countries has been an important concept that started being studied. Academic literature, measuring the country brand value is limited. In this manuscript, Country Brand Strength Index (CBSI) is calculated for G7 countries and Turkey using survey based Analytical Hierarchy Process (AHP) method having 5 different indicators that are exporting, foreign direct investments, tourism, immigration and governance. According to AHP method, it is determined that “export” has the most important weight among those indicators and Canada is ranked as the country that has got the best index value. It is aimed that the index results will shed light on the studies to be carried out to establish a strong country brand and increase their competitiveness in the international markets.

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