89 Copyright © 2016, IGI Global. Copying or distributing in print or electronic forms without written permission of IGI Global is prohibited. Chapter 6 DOI: 10.4018/978-1-5225-0332-3.ch006 ABSTRACT In the recent years the country brand has become a strategic asset for the nations. Rather than show- ing the culture and traditions of a place, the name of a country acts as a differentiator from everything that comes with the territory, increasing the value perceived by the customer in any product or service by having a specific origin. Because the fact that a product is “typical” of a place allows the name of the place to become a geographical indicator of quality. So Nations use the brand country as a tool to promote their products, attract investments and promote activities like tourism. For this reason, they are developing public policies aimed at the construction, promotion and consolidation of the brand image of the country. This book chapter analyzes how the Spanish Government has used the social media to cre- ate and consolidate the Spain Brand image with the aim to establish an image of Spain as an economic and political power among the first countries in the world. INTRODUCTION Traditionally, from the marketing point of view brands have been defined as a strategic intangible asset. As a source of competitive advantage, brands have been managed in order to create and consolidate organizational brand equity. In this sense, Kotler and Armstrong (1996) show that the combination of brand name and brand significance has become a core competitive asset in an ever-growing number of contexts. Country Brand Management: Assessing the Role of Social Media in Creating the Image of Marca España (Spain Brand) Neus Soler-Labajos Open University of Catalonia, Spain Ana Isabel Jiménez-Zarco Open University of Catalonia, Spain