The Internationalisation of the National Brand as a Strategic Option to Promote the Global Integration of the Algerian Economy.

Abstract

In today’s world, increasing international competition is no longer solely based on resources and production capabilities, but also on countries’ ability to market their identity, known as the national brand. A national brand is considered a strategic tool for enhancing the economy by promoting products, attracting investment and drawing in tourists. In this context, Algeria is moving towards a new economic policy aimed at reducing its dependence on hydrocarbons and diversifying its exports. This requires the development of a robust national brand, grounded in strategic principles that support this shift and enhance Algeria’s presence in global markets.