This article aims to contribute to country branding using market segmentation principles relying on the
perceptions of citizens about a country brand. An online survey research in the form of a structured
questionnaire was utilized in this study, yielding a useable purposive sample of 405 citizens from a single
country, Botswana. Findings show that citizens perceive the country’s brand unfavourably based on
brand equity, identity, strength and satisfaction. There is also a lack of homogeneity in the perceptions
that citizens have about the country brand except for the cultural environment that was perceived as a
crucial element of brand identity across all segments. Five segments labelled as inspired enthusiasts,
uninspired experts,enlightened spectators, exposed spectators and uninvolved spectators emerged
in the study. Most respondents emerged as passive spectators who had minimal engagement with
the country brand. This study provides deeper insights into the diversity of the internal audience
through market segmentation and a comprehensive conceptualization of country branding tapping
on brand equity, identity, strength and satisfaction. This study suggests ways in which tourism marketers
and policymakers could engage citizens in strategies for branding a country as a tourist and investment
destination to increase its competitive advantage.This article aims to contribute to country branding using market segmentation principles relying on the
perceptions of citizens about a country brand. An online survey research in the form of a structured
questionnaire was utilized in this study, yielding a useable purposive sample of 405 citizens from a single
country, Botswana. Findings show that citizens perceive the country’s brand unfavourably based on
brand equity, identity, strength and satisfaction. There is also a lack of homogeneity in the perceptions
that citizens have about the country brand except for the cultural environment that was perceived as a
crucial element of brand identity across all segments. Five segments labelled as inspired enthusiasts,
uninspired experts,enlightened spectators, exposed spectators and uninvolved spectators emerged
in the study. Most respondents emerged as passive spectators who had minimal engagement with
the country brand. This study provides deeper insights into the diversity of the internal audience
through market segmentation and a comprehensive conceptualization of country branding tapping
on brand equity, identity, strength and satisfaction. This study suggests ways in which tourism marketers
and policymakers could engage citizens in strategies for branding a country as a tourist and investment
destination to increase its competitive advantage.This article aims to contribute to country branding using market segmentation principles relying on the
perceptions of citizens about a country brand. An online survey research in the form of a structured
questionnaire was utilized in this study, yielding a useable purposive sample of 405 citizens from a single
country, Botswana. Findings show that citizens perceive the country’s brand unfavourably based on
brand equity, identity, strength and satisfaction. There is also a lack of homogeneity in the perceptions
that citizens have about the country brand except for the cultural environment that was perceived as a
crucial element of brand identity across all segments. Five segments labelled as inspired enthusiasts,
uninspired experts,enlightened spectators, exposed spectators and uninvolved spectators emerged
in the study. Most respondents emerged as passive spectators who had minimal engagement with
the country brand. This study provides deeper insights into the diversity of the internal audience
through market segmentation and a comprehensive conceptualization of country branding tapping
on brand equity, identity, strength and satisfaction. This study suggests ways in which tourism marketers
and policymakers could engage citizens in strategies for branding a country as a tourist and investment
destination to increase its competitive advantage.This article aims to contribute to country branding using market segmentation principles relying on the
perceptions of citizens about a country brand. An online survey research in the form of a structured
questionnaire was utilized in this study, yielding a useable purposive sample of 405 citizens from a single
country, Botswana. Findings show that citizens perceive the country’s brand unfavourably based on
brand equity, identity, strength and satisfaction. There is also a lack of homogeneity in the perceptions
that citizens have about the country brand except for the cultural environment that was perceived as a
crucial element of brand identity across all segments. Five segments labelled as inspired enthusiasts,
uninspired experts,enlightened spectators, exposed spectators and uninvolved spectators emerged
in the study. Most respondents emerged as passive spectators who had minimal engagement with
the country brand. This study provides deeper insights into the diversity of the internal audience
through market segmentation and a comprehensive conceptualization of country branding tapping
on brand equity, identity, strength and satisfaction. This study suggests ways in which tourism marketers
and policymakers could engage citizens in strategies for branding a country as a tourist and investment
destination to increase its competitive advantage.This article aims to contribute to country branding using market segmentation principles relying on the
perceptions of citizens about a country brand. An online survey research in the form of a structured
questionnaire was utilized in this study, yielding a useable purposive sample of 405 citizens from a single
country, Botswana. Findings show that citizens perceive the country’s brand unfavourably based on
brand equity, identity, strength and satisfaction. There is also a lack of homogeneity in the perceptions
that citizens have about the country brand except for the cultural environment that was perceived as a
crucial element of brand identity across all segments. Five segments labelled as inspired enthusiasts,
uninspired experts,enlightened spectators, exposed spectators and uninvolved spectators emerged
in the study. Most respondents emerged as passive spectators who had minimal engagement with
the country brand. This study provides deeper insights into the diversity of the internal audience
through market segmentation and a comprehensive conceptualization of country branding tapping
on brand equity, identity, strength and satisfaction. This study suggests ways in which tourism marketers
and policymakers could engage citizens in strategies for branding a country as a tourist and investment
destination to increase its competitive advantage.This article aims to contribute to country branding using market segmentation principles relying on the
perceptions of citizens about a country brand. An online survey research in the form of a structured
questionnaire was utilized in this study, yielding a useable purposive sample of 405 citizens from a single
country, Botswana. Findings show that citizens perceive the country’s brand unfavourably based on
brand equity, identity, strength and satisfaction. There is also a lack of homogeneity in the perceptions
that citizens have about the country brand except for the cultural environment that was perceived as a
crucial element of brand identity across all segments. Five segments labelled as inspired enthusiasts,
uninspired experts,enlightened spectators, exposed spectators and uninvolved spectators emerged
in the study. Most respondents emerged as passive spectators who had minimal engagement with
the country brand. This study provides deeper insights into the diversity of the internal audience
through market segmentation and a comprehensive conceptualization of country branding tapping
on brand equity, identity, strength and satisfaction. This study suggests ways in which tourism marketers
and policymakers could engage citizens in strategies for branding a country as a tourist and investment
destination to increase its competitive advantage.This article aims to contribute to country branding using market segmentation principles relying on the
perceptions of citizens about a country brand. An online survey research in the form of a structured
questionnaire was utilized in this study, yielding a useable purposive sample of 405 citizens from a single
country, Botswana. Findings show that citizens perceive the country’s brand unfavourably based on
brand equity, identity, strength and satisfaction. There is also a lack of homogeneity in the perceptions
that citizens have about the country brand except for the cultural environment that was perceived as a
crucial element of brand identity across all segments. Five segments labelled as inspired enthusiasts,
uninspired experts,enlightened spectators, exposed spectators and uninvolved spectators emerged
in the study. Most respondents emerged as passive spectators who had minimal engagement with
the country brand. This study provides deeper insights into the diversity of the internal audience
through market segmentation and a comprehensive conceptualization of country branding tapping
on brand equity, identity, strength and satisfaction. This study suggests ways in which tourism marketers
and policymakers could engage citizens in strategies for branding a country as a tourist and investment
destination to increase its competitive advantage.This article aims to contribute to country branding using market segmentation principles relying on the
perceptions of citizens about a country brand. An online survey research in the form of a structured
questionnaire was utilized in this study, yielding a useable purposive sample of 405 citizens from a single
country, Botswana. Findings show that citizens perceive the country’s brand unfavourably based on
brand equity, identity, strength and satisfaction. There is also a lack of homogeneity in the perceptions
that citizens have about the country brand except for the cultural environment that was perceived as a
crucial element of brand identity across all segments. Five segments labelled as inspired enthusiasts,
uninspired experts,enlightened spectators, exposed spectators and uninvolved spectators emerged
in the study. Most respondents emerged as passive spectators who had minimal engagement with
the country brand. This study provides deeper insights into the diversity of the internal audience
through market segmentation and a comprehensive conceptualization of country branding tapping
on brand equity, identity, strength and satisfaction. This study suggests ways in which tourism marketers
and policymakers could engage citizens in strategies for branding a country as a tourist and investment
destination to increase its competitive advantage.This article aims to contribute to country branding using market segmentation principles relying on the
perceptions of citizens about a country brand. An online survey research in the form of a structured
questionnaire was utilized in this study, yielding a useable purposive sample of 405 citizens from a single
country, Botswana. Findings show that citizens perceive the country’s brand unfavourably based on
brand equity, identity, strength and satisfaction. There is also a lack of homogeneity in the perceptions
that citizens have about the country brand except for the cultural environment that was perceived as a
crucial element of brand identity across all segments. Five segments labelled as inspired enthusiasts,
uninspired experts,enlightened spectators, exposed spectators and uninvolved spectators emerged
in the study. Most respondents emerged as passive spectators who had minimal engagement with
the country brand. This study provides deeper insights into the diversity of the internal audience
through market segmentation and a comprehensive conceptualization of country branding tapping
on brand equity, identity, strength and satisfaction. This study suggests ways in which tourism marketers
and policymakers could engage citizens in strategies for branding a country as a tourist and investment
destination to increase its competitive advantage.This article aims to contribute to country branding using market segmentation principles relying on the
perceptions of citizens about a country brand. An online survey research in the form of a structured
questionnaire was utilized in this study, yielding a useable purposive sample of 405 citizens from a single
country, Botswana. Findings show that citizens perceive the country’s brand unfavourably based on
brand equity, identity, strength and satisfaction. There is also a lack of homogeneity in the perceptions
that citizens have about the country brand except for the cultural environment that was perceived as a
crucial element of brand identity across all segments. Five segments labelled as inspired enthusiasts,
uninspired experts,enlightened spectators, exposed spectators and uninvolved spectators emerged
in the study. Most respondents emerged as passive spectators who had minimal engagement with
the country brand. This study provides deeper insights into the diversity of the internal audience
through market segmentation and a comprehensive conceptualization of country branding tapping
on brand equity, identity, strength and satisfaction. This study suggests ways in which tourism marketers
and policymakers could engage citizens in strategies for branding a country as a tourist and investment
destination to increase its competitive advantage.This article aims to contribute to country branding using market segmentation principles relying on the
perceptions of citizens about a country brand. An online survey research in the form of a structured
questionnaire was utilized in this study, yielding a useable purposive sample of 405 citizens from a single
country, Botswana. Findings show that citizens perceive the country’s brand unfavourably based on
brand equity, identity, strength and satisfaction. There is also a lack of homogeneity in the perceptions
that citizens have about the country brand except for the cultural environment that was perceived as a
crucial element of brand identity across all segments. Five segments labelled as inspired enthusiasts,
uninspired experts,enlightened spectators, exposed spectators and uninvolved spectators emerged
in the study. Most respondents emerged as passive spectators who had minimal engagement with
the country brand. This study provides deeper insights into the diversity of the internal audience
through market segmentation and a comprehensive conceptualization of country branding tapping
on brand equity, identity, strength and satisfaction. This study suggests ways in which tourism marketers
and policymakers could engage citizens in strategies for branding a country as a tourist and investment
destination to increase its competitive advantage.This article aims to contribute to country branding using market segmentation principles relying on the
perceptions of citizens about a country brand. An online survey research in the form of a structured
questionnaire was utilized in this study, yielding a useable purposive sample of 405 citizens from a single
country, Botswana. Findings show that citizens perceive the country’s brand unfavourably based on
brand equity, identity, strength and satisfaction. There is also a lack of homogeneity in the perceptions
that citizens have about the country brand except for the cultural environment that was perceived as a
crucial element of brand identity across all segments. Five segments labelled as inspired enthusiasts,
uninspired experts,enlightened spectators, exposed spectators and uninvolved spectators emerged
in the study. Most respondents emerged as passive spectators who had minimal engagement with
the country brand. This study provides deeper insights into the diversity of the internal audience
through market segmentation and a comprehensive conceptualization of country branding tapping
on brand equity, identity, strength and satisfaction. This study suggests ways in which tourism marketers
and policymakers could engage citizens in strategies for branding a country as a tourist and investment
destination to increase its competitive advantage.

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