Thesis (M.Sc.) - Cairo University - Faculty of Commerce - Department of Business Administration

The aim of this research is to explore the international trending of countries emerging market from a branding perspective as to locate Egypt's brand image as an investment destination.To achieve this goal, and to assess this image and explore implications to help attract more investments, an empirical research was done to determine the impact of GAFI{u00B4}s marketing activities trends and techniques in terms of brand image building, investment generation, investment and care services and policy advocacy on brand image of Egypt as an investment destination.The study research data has been from the executive respondents in the investment corporations that was represented by a convenient sample that has been selected from studying different sections of the working population. Data was analyzed using SPSS and AMOS. Study findings indicated that there is a positive relationship between independent variables (Represented by: building image as marketing activities, investment generation activities, investor facilitation and aftercare servicing activities, and policy advocacy) and Egypt Brand Image (Dependent variable) as an investment destination. The result indicates that country brand image is indeed a feasible strategic image promotion strategy for the government of Egypt, necessary to proactively promote investment and attract investors and subsequently increased FDI inflows to the country, where the overall success of Egypt{u2019}s investment promotion lies in the country{u2019}s ability to efficiently brand itself as an investment destination

Issued also as CD