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Image-building techniques

Typical image-building techniques are

  • Advertising in general financial media

  • Participating in investment exhibitions (in the country, in the region, elsewhere in the world)

  • Advertising in industry- or sector-specific media

  • Conducting general investment missions from source country to host country or from host country to source country

  • 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:

  • 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.

  • 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.

next chapter: investment-generating techniques

back to: investment promotion

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 the target group

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investment
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entrepreneur-
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