The challenge that France is now facing is how to reinforce its position and further attract FDI inflow.
The country brand of France has been built on for centuries through both economic and tourism activities. France is considered one of the leading economic and trading powerhouses, reinforced by flagship brands in cosmetics, fashion and gastronomy. France should not stop now, but instead should continue to protect their country brand, by actively engaging in innovation, as an increasing amount of countries are now competing with well-known places such as France. It is fundamental for France to keep exploiting what it really thrives upon.
If France continues to innovate and develop new ways to attract investors and talent from different countries, the resulting benefits for France will come naturally, as investors pitch projects back in their homeland to start ventures in France. This will create jobs, wealth and eventually greater economic growth. In the end, for country branding strategies to be effective they must have a specific objective in mind with clear tasks and quantifiable outputs in order to be able to maintain economic growth and to enhance quality of life.