For decades, the Dutch government used “Holland” and “the Netherlands” interchangeably to describe the country known for its iconic canals, tulip fields and windmills.

But as of Jan. 1, the country hopes to put that identity crisis behind it: All official government communications and promotional materials will use the Netherlands as its name.

The Dutch government has been working on a branding campaign for the past 18 months to enhance the country’s image in the face of growing international competition, said Ingrid de Beer, the head of the public diplomacy section in the Ministry of Foreign Affairs.

“Our international image faces some challenges,” she said.

Research showed that many people do not know of the Netherlands or have outdated perceptions of the country, Ms. de Beer said. Young people, particularly those in countries farther away, are unfamiliar with the country, she said.