THE ANGOLA BRAND ABROAD: AN ANALYSIS OF THE COMPETITIVENESS OF THE MARKET, SOCIETY, CULTURE AND ART
Keywords:
country brand; internationalization; competitiveness; society; culture.Abstract
This article aims to analyse the Angola brand as a strategy that emerges in response to the pressures of the globalised economy, whose formulation focuses on identifying the country's competitive advantages, projected worldwide through an image that seeks to differentiate the country from its competitors and attract added value to the region and beyond. The starting point is to understand how the country's image is perceived in relation to certain aspects of the market and culture. And to what extent the quality of services perceived by foreigners has implications for Angola's image. The theoretical review and data analysis demonstrate the relevance of the topic as well as the growing tension between foreigners, the system of government, the health system and the education system in the context of a country's image and reputation. The issue of the country's international competitiveness, the quality of national brands and the attraction of foreign investment coincides with the issue of tourism.
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