This thesis is an academic paper which makes a critical follow-up to Taiwan´s country brand development through the past years until the recent, ‘Taiwan. The heart of Asia’, carried out by Taiwan’s Tourism Bureau, since 2009, since earlier attempts as we will also make a review this were merely advertising concepts, not the creation of a brand. This will be in order to understand how the current positioning of Taiwan is managed.
It uses a qualitative methodology that has in-depth interviews, analysis of marketing pieces in order to discover factors such as the central communication concept, branding analysis, media used, branding models, etc.; in order to understand Taiwan’s country image and brand positioning.

Through the development of this paper we find an analysis of concepts related to the Taiwanese identity, communication efforts of Taiwan’s brand and the observation of international referents that give us a framework and bench mark of success in positioning countries. The work concludes with the revelation of a series of factors related to the effectiveness of the current efforts of Taiwan’s country brand, a proposal that allow the elaboration of a coherent and adequate country image to a country like Taiwan and finally reveal conclusions regarding the characteristics of different nation brand building model that provides a methodology to manage country image successfully.

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