The greater good initiatives of country branding

Sammanfattning: Purpose: The purpose of this research paper is to study the promotion of non-profitable products by exploring the greater good initiatives of country branding in terms of brand identity and brand image. Design/methodology/approach: The research paper takes a qualitative approach and combines primary and secondary data. The primary data was collected through an interview. The secondary data is based on the cases of Iceland's rebranding of their drinking water (Kranavatn), The Swedish Number campaign and the country brand Essential Costa Rica. Findings: The research paper found indications that the identity and image of a country can be affected by implementing the greater good initiatives to the branding strategy. Furthermore, the cases of Iceland, Sweden and Costa Rica point towards the fact that the identity and image of the countries have been strengthened as a result of their campaigns. Managerial and theoretical implications: This paper contributes to the existing research on country branding but identifies a gap in the research as well, namely the combination of country branding and greater good initiatives. Furthermore, the study showcases the opportunities of implementing greater good initiatives in a country's branding strategy, resulting in benefits not only for the brand's image and identity but also for people living in those countries. Originality/value: This research paper is the first to combine the concept of country branding and greater good initiatives and will thereby contribute with new knowledge about benefits beyond profit. Keywords: Country branding, Greater good initiative, Rebranding, Brand image, Brand identity, Inspired by Iceland, Kranavatn, The Swedish Number, Essential Costa Rica. Paper type: Research paper.