Abstract:

Globalization, technological progress, determine the focus of concerns on maintaining inimitable identity by promoting distinctive features that include tangible and intangible elements. The national brand is an essential component for increasing prosperity as awareness of the presence of a favorable international image will contribute to the growth of foreign investments but also to the confidence of people in the national economy by giving a psychological note through the impetus of future actions and choices in human behavior. The article aims to analyze the importance of national brand in attracting foreign direct investment, but also the importance of the two elements in increasing economic prosperity.