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34<br />
BRAND PARTNERSHIPS<br />
The image of a country is developed over time due to a<br />
variety of reasons; from tourism to exports to simple<br />
media coverage.<br />
These associations are often ingrained in the general<br />
public’s collective mind, and without large scale<br />
experience or exposure to the country itself, it may<br />
prove very hard to change whatever image they have<br />
formed.<br />
However, there is hope that goes beyond just using new<br />
tourism advertising or exports, and that is from brand<br />
partnerships.
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