Publication

This paper discusses the gap between Spain's image abroad and the country's reality. It first examines Spain's progress over the last 30 years which has led it to become the world's eighth-largest economy and one of the biggest outward direct investment nations. Then the author investigates why this reality is not matched by the perceptions abroad. He concludes that in order to change this, a coordinated and well-defined effort is required of the key stakeholders involved in branding a nation, and where possible the maximum consensus.