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This paper aims to develop a framework that links the concepts of place branding, place image and place reputation. Focusing on the antecedents and outcomes of place branding in the context of an emerging country, namely, Iran, the model further examines critical moderation variables.

A qualitative approach was undertaken, comprising face-to-face in-depth interviews with 15 respondents, involved in communicating about their country for various purposes such as encouraging tourism, promoting exports and attracting investments. Based on analysis of the qualitative data, a comprehensive framework for place branding was formulated.

Findings indicate that the key indicators of identifying a place brand come under two headings, namely, national culture (country’s name, country’s brand, country attributes, social changes, geography and environment, people …