Branding a nation Nation branding is a field of theory and practice which aims to measure, build and manage the reputation of countries Countries are brands, by design or default. A country brand can be a generic label or ubiquitous wrapper, or can become the compelling glue between political, social and economic pillars of a nation”. Country brand index.
Nation Brands Index (NBI), criteria: People: Measures the population's reputation for competence, education, openness and friendliness and other qualities, as well as perceived levels of potential hostility and discrimination. Governance: Measures public opinion regarding the level of national government competency and fairness and describes individuals' beliefs about each country's government, as well as its perceived commitment to global issues such as democracy, justice, poverty and the environment. Exports: Determines the public's image of products and services from each country and the extent to which consumers proactively seek or avoid products from each country-of-origin.
Criteria for NBI Tourism: Captures the level of interest in visiting a country and the draw of natural and man-made tourist attractions. Culture & Heritage: Reveals global perceptions of each nation's heritage and appreciation for its contemporary culture, including film, music, art, sport and literature. Investment & Immigration Determines the power to attract people to live, work or study in each country and reveals how people perceive a country's economic and social situation.
Criticism of NBI This system does not meet uniform approval Nation Brands Index’s methodology “pretty weak,” noting the enormous undertaking it would require to comprehensively understand global perceptions through polling data. Foreign direct investment, tourism arrivals, and trade levels can be potentially useful metrics.
Discussion Countries have always projected positive image Change in methodology due to globalization Every country today is competing for a greater share of the global consumers and marketplace A number of countries around the globe have hired PR firms and consultants to help them develop and launch impressive brand campaigns. Branding a nation and positioning it positively in the world is not only being recognized by the various country heads but also by the United Nations.
A number of countries have all taken serious steps towards building a strong profile and a powerful country brand. There can be multiple objectives behind such efforts, ranging from luring foreign investment to attracting tourists, from countering a negative perception to promoting trade, from projecting a very modern and liberal image to breaking free from a stereotypical image etc.
NB’s Strategy Strategy as a stand “who you are” and “what you stand for”. Stand “land like no others” To have---malls/ shops To do---- mountaineering/climbing To relate---conference/ seminars To see----scenic beauty
Examples To use a nation’s image to promote exports, eg; Rover cars use the Union Jack as part of its logo - The New Zealand Way To promote a country as a tourist destination or an opportunity for foreign investors (place marketing), eg; 100% pure New Zealand To promote the people, culture, etc, eg; Cool Britannia To manipulate one’s own country’s image against enemy countries (political marketing) eg; “Axis of evil” To promote a region, eg; The Four Dragons in Asia, a term coined in 1980 to symbolize the newly industrialized countries, Hong Kong, Taiwan, Korea and Singapore.
Examples Post Yugoslav countries Slovenia and Croatia have used NB South Africa “Proudly South African”for its exports Some unsuccessful campaigns: Switzerland and cool Britannia.
Reasons of failure of NB Countries need to give their brand campaigns time to show results. It is more like watching a flower grow that requires patience. country branding failures are the poor coordination among different ministries of a country to project one big positive image. There needs to be collaboration of purpose amongst the higher ups in a country both from the government and the private sector. There are fundamental differences between product branding and country branding
BRANDING PAKISTAN Pakistan is a country that is on the front of post 9/11 US led war on terror. Pakistanis today suffer from a psychological setback whereby the balance of the society stands severely shaken A country that was formed with a dream to be a place where tolerance and patience would be the hallmark, where prosperity and stability would prevail and where security and self esteem would be looked after, is now marked with internal conflict, social insecurity and political instability.
Current brand position A good product but a very poor brand. Surviving in a world surrounded by terrorist threats Unstable political system Major leadership crisis Law and order situation High corruption level Perception as a dishonest nation Role of local media
Current scenario The war on terror has changed Pakistan from a country under severe US sanctions and military restrictions to one of the largest beneficiaries of US military assistance in the world. Pakistan receives billions of dollars that get directly invested into projects, however, the impact of this financing is not very clear. The public at large eyes them with mistrust and skepticism. incomplete or flawed communication that revolves in various circles of the society. The negatives overshadow the positives and the net effect is a highly doubtful society that does not believe any good can be brought about.
USP of Pakistan Pakistan is an investor friendly nation. Pakistan is a well recognized name when it comes to the Sports Industry The largest mosque is Shah Faisal Mosque, near Islamabad, Pakistan. Pakistan has the largest volunteer ambulance organization. Pakistan has the world's 1st largest salt mine in Khewra Pakistan has the world's 2nd Largest Coal Reserves Pakistan has the world's 3rd largest gas reserves.
contd Pakistan is the world's 4th largest cotton producer, third largest cotton consumer, second largest importer and with fourth largest cotton area. Pakistan has the World's 5th largest copper & gold reserves. Pakistan has the world's 5th largest army. Pakistan is the World's 5th largest milk producer, 11th largest wheat producer and World's 12th largest rice producer Since 1995, Dr. Muhammad Mustansar of the Children's Hospital and Institute of Child Health in Lahore, Pakistan has been collecting dummies as an educational movement against them.
Pakistan also has the honor of producing the Youngest civil judge. Pakistan has recently (2009) been ranked the 4th heaviest SMS user country in Asia Pacific. Contrary to the popular misconception of being as a terrorist state, Pakistan leads in the list of the 10 main contributors to UN peacekeeping
Steps to reinvent the image Role of Government Civil society Media