In the international economy, the image of a country should also be placed in the framework and background of the international community. In this sense, the external image of a country, that is, the external regulations of the international community on the national image, is the basic definition of the national image. That is to say, strictly speaking, in international relations, the national image should be called the international image, which refers to a country's basic economic outlook and reputation in international economic activities, and is a universal conceptual reflection of a country's various economic objective situations by the international community, that is, the abstract reflection of national behavior, personality characteristics, mental outlook and other elements in the eyes of the international public and the public's overall evaluation of the corresponding country.

This paper holds that the national image is a comprehensive impression and evaluation of a country's economic formation by various rational actors in the international community. The national image we are discussing here has a broad sense and a narrow sense. The national image in a broad sense refers to a good and comprehensive overall image of a country. Establishing a national image is to shape and publicize the country as a brand of products. The narrow national image is closely related to a country's well-known enterprises and products. Therefore, the international public's overall impression of a country's products can be called the national image.

(B) the elements of national image

The elements of national image include: material foundation, political system, cultural concept, ideology and national spirit. From the analysis and research of different elements, we can divide different national images, such as poor countries and rich countries from the perspective of material basis; From the political system analysis, there are socialist countries, capitalist countries, and so on. In fact, the national image of a country is the result of the interaction and integration of various elements, and it is a comprehensive embodiment. However, sometimes a certain element occupies a dominant position in a certain history or a specific period, which is manifested as a national image recognized by the international community.

Second, the national image and corporate brand building

(A) brand image

From the psychological point of view, image is a kind of psychological schema produced by people reflecting objects, which can be regarded as an imaginary perceptual set. Perception is a process in which people select, organize and interpret perceptual stimuli as meaningful and relevant images. Therefore, it can also be said that image is the overall perception of related objects formed by consumers through processing information from different sources in a period of time. The symbolic image "is a rough generalization or symbol of the intricacies of various rules and structures".

People's understanding of brand image is a process from perceptual to rational. So far, there is no complete and unified definition of brand image in theoretical circles. In a sense, the brand image is produced with the brand, and the meaning of the brand determines the connotation of the brand image.

Brand image represents consumers' overall perception of the brand, which is based on consumers' inference of the brand. This inference is based on external stimulation or imagination, is the belief of consumers in products formed from experience, and is the essence of brand image.

(B) the composition of the brand image

This paper holds that brand image consists of brand internal image and brand external image, in which brand internal image mainly includes brand product image and brand cultural image, while brand external image mainly includes brand recognition image and brand reputation image.

Brand product image is the basis of brand image, which is related to the functional characteristics of the brand. Potential consumers' cognition of brand is first reflected in their cognition of product functions. A brand is not empty, but because it can meet the material or psychological needs of consumers, which is closely related to its products. The luxurious and noble brand image of Mercedes-Benz car comes from its safety, comfort and first-class quality. When potential consumers have a high evaluation of products and generate strong trust, they will transfer this trust to abstract brands and have a high evaluation of their own brands, thus forming a good brand image.

Brand cultural image refers to the public and users' cognition and evaluation of brand culture or the overall corporate culture embodied by the brand. Corporate culture refers to the concentrated expression of corporate behavior such as business philosophy, values, ethics and codes of conduct, and also reflects the mental outlook of an enterprise, which has a subtle influence on its consumer groups and employees. Brand culture, corporate environmental image, employee image and entrepreneur image together constitute a complete corporate culture. Behind the brand is culture. Behind every successful brand is its profound cultural soil and stories that convey truth, goodness and beauty. The word "McDonald's" not only includes crispy French fries, delicious hamburgers and refreshing ice cream, but also its comfortable environment and thoughtful service. More importantly, it represents American fast food culture and its modern lifestyle.

Brand recognition image refers to the cognition and evaluation of brand recognition system by consumers and the public. Brand identification system includes brand name, trademark pattern, logo font, standard color, packaging and decoration and other products and brand appearance. The public's initial evaluation of the brand comes from its visual image, whether it is exquisite or rough, whether it is warm and clear or noble and mysterious, and so on. It is the most direct and quickest way to convey brand image to consumers through brand identification system. Especially in modern society, products are extremely rich, and the introduction of new products is also dizzying. Only when a brand catches consumers' eyes first can it further catch consumers' wallets and hearts.

Brand reputation image refers to the cognition and evaluation of consumers and the public on the trust of a brand, and its essence comes from the reputation of the product. The establishment of brand reputation requires the joint efforts of products, services, technology and other enterprises, and pays attention to the delivery stipulated in the contract and the timely transfer of accounts payable.

(C) the relationship between national image and corporate brand building

The more developed the economy of a country or region, or the stronger the economic strength of an enterprise, the higher the market position of its brand, and the higher the brand awareness, investment in brand building and the accumulation of brand assets. On the other hand, the fewer international brands a country or region has, the weaker its economic strength, the weaker its competitiveness in the international market, and the more vulnerable its economy is to external shocks. For example, the financial turmoil of 1998 caused great losses to Asian countries. One of the most important reasons is that in the past, most enterprises in various countries were keen on producing OEM products and earning processing fees, while ignoring the construction of their own brands, paying too much attention to "earning foreign exchange through exports" and paying too little attention to "creating brands through exports". Once the labor price rises and the product price advantage ceases, enterprises cannot continue to survive. The closure of a large number of enterprises has dealt a great blow to the national economy. Therefore, strengthening the brand building of enterprises has become a top priority.