What is Branded Products

This chapter provides a new methodological analysis grid on the topic of the variations of identity characteristics that appear on the webpages of country brands, highlighting the theoretical perspectives, strategies, and ways in which brands are built in the socio-cultural environment by their stakeholders or their legal owners and the valences of the reconstruction or adaptation of brands in the online environment, from the perspective of Web 1.0 and Web 2.0 dynamics, while shaping the core components and the dynamics of the nation brand identity. A corpus of 80 cases of official country brands were analyzed as primary data source by applying a quantitative-qualitative research method of studying and analyzing different forms of communication (the content analysis) on the official websites of place brands (countries) in order to determine a systematic and quantifiable way for measuring the identity characteristics of those brands.