In this paper the concept of country branding is developed by theorizing about culture as something that crosses a country's social and economic activities in an age of glocalisation or in a time of social agreements between the local and the global where culture is the axis. Country branding as a strategic variable becomes an issue of management policies and practices key to lasting competition. The importance of culture and its dynamics in contributing to the GNP (Gross National Product) is addressed, and the strategic role of culture in the game of asymmetric negotiations is highlighted. This paper proposes the integration of management and culture as a factor of differentiation and social and economic continuance.