Simon Anholt coined the term. It is a strategy that allows the country to choose what it wishes to show, what it wishes to project about itself. It is a way of managing the image formed in the target market and of supporting places, people and products positively. Therefore, it is necessary to take into consideration that “it is deeds not words that change people’s minds about countries or at least open their minds to the possibility of change”. “Today the world is one market. The rapid advance of globalization means that every country, every city and every region must compete with every other for its share of the world’s consumers, tourists, investors, students, entrepreneurs, international sporting and cultural events, and for the attention and respect of the international media, of other governments, and the people of other countries”.