News media are central in forming public opinion images of other countries. In this longitudinal and multinational study of news media coverage of one small country we identify three types of images: brother-land image, acquaintance image, and foreigner image. The three types of images vary along dimensions such as media salience, cognitive versus affective content, complexity, and self versus other anchoring. The difference between a rich and complex image in a brother-land compared to superficial and stereotypical knowledge in a foreign-land has extensive implications for country and tourism marketing strategies.

Keywords: country image, tourism marketing, country branding, media analysis