Image-building techniques
Typical image-building techniques are
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Advertising in general financial media
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Participating in investment exhibitions (in the
country, in the region, elsewhere in the world)
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Advertising in industry- or sector-specific media
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Conducting general investment missions from source
country to host country or from host country to source country
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Conducting general information seminars on
investment opportunities
The purpose of such activities is not to target
individual companies as potential investors, but rather to spread the
news that a given location is actively seeking investors and is trying to
create favorable conditions. Image-building is based on communicating the
general investment conditions, i.e. why a given place is an attractive
market or an attractive location for export-oriented investment.
It is important to note that image-building techniques
suffer from two limitations:
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The effect of image-building can be entirely offset
by countervailing evidence, for instance if a country receives a very
low score in the World Economic Forum’s or the IMD’s country
competitiveness index or Transparency International’s corruption
index.
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Image-building rarely has a direct, immediate effect
in terms of attracting investment. In order to achieve this, it has to
be complemented with investment-generating techniques.
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