Internal perceptions as groundings of value for the nation branding : the case of Lithuania

Abstract

Nation brand as a cumulative set of related emotions, impressions and associations in the individual’s mind emerges and develops irrespectively to the purposive its creators’ attempts. It is mostly determined by the personal direct or indirect experience and proclivity to share it. One of the core pillars for successful nation brand is internal nation brand, driven by the citizens’ perception of their own country. The aims of this paper are to define citizens’ core perceptions related to Lithuania and to evaluate the potential of these associations to stand as core values for the internal Lithuania’s brand. The research is based on the content analysis of an open on-line inquiry. The main findings show that the words used most often to express one’s feelings about Lithuania could be taken as core or as supporting values while creating internal nation brand and strengthening citizens’ engagement to the country.