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The Importance

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  • 1. The Importance of Image in National Competitiveness
  • 2. The ICI Partnership
  • 3. The Country Image Specialists World’s top specialized consultancy on country image A quarter of a century experience
  • 4. Countries are like brands, only bigger and more important.
  • 5. Image can make a country commercially viable.
  • 6. The best examples:
    • Germany Engineering
    • Japan Quality
    • USA Technology
    • Italy Design
    • France Fashion
    • Switzerland Precision
    • Thailand Tourism
  • 7. Country product image is cultural/personality in origin, but mostly brand driven.
  • 8. Brand personalities:
    • Mercedes = Germany
    • Sony = Japan
    • Chanel = France
    • Rolex = Switzerland
    • Microsoft = USA
    • Giant = USA or Taiwan?
  • 9. Which came first, Made in Japan or Sony ?
  • 10. Image, not just reality, kills.
  • 11. Colombia is an example:
    • Drugs
    • Violence
    • Guerrilla warfare
  • 12. But, what about…
    • Coffee
    • Flowers
    • Emeralds
    • Leather
    • Scenery
    • Brand name apparel
  • 13. Stop being defensive! Go on the image offensive !
  • 14. Rule #1 Realize the importance of image or branding.
  • 15. First, what is a brand?
  • 16. Product vs. Brand IBM is a registered trademark of IBM Corporation Photo courtesy of Montgomery County Historical Society
  • 17. Brand vs. Product Brand Emotional Product Functional =
  • 18. “In the factories, we make cosmetics. In the stores, we sell hope.” Charles Revson, founder Revlon
  • 19. Benz ® : Who cares about cars? Mercedes-Benz is a registered trademark of DaimlerChrysler
  • 20. Rolex ® : Who cares about time? Rolex is a registered trademark of Montres Rolex S.A.
  • 21. The Marlboro ® Man How much is he really worth? $400 million or $40 billion? Marlboro is a registered trademark of Philip Morris Companies Inc.
  • 22. How Swatch Changed the Swiss Watch Market Old Market Need Appeal Basic Skill Watch Information Accuracy Craftmanship New Market Swatch Fashion Appearance Design
  • 23. “To have your own brand should be the ultimate goal of all manufacturers, but it’s a long-term process.” Stan Shih Founder & Chairman Acer
  • 24. Some Facts about Brands
    • Brands are market leaders
    • Brands have higher profit margins
    • Brands do not have lifecycles like products, they are bigger than products
  • 25. Image Positioning
    • The key differentiator
    • Need vs. want (transport vs. Toyota)
    • Answer the question: Why Colombia?
  • 26. The World’s Top Brands
    • Coke
    • Marlboro
    • Sony
    • McDonald’s
    • Disney
    • Ford
    • Shell
    • IBM
    • Pepsi
    • Honda
  • 27. Conclusion: Brand image creates long-term, sustainable, competitive advantages.
  • 28. Part II Country Image Case Studies
  • 29. New Zealand Problem: Too much reliance on European Market Solution: “The 7/11 of Asia”
  • 30. Mexico Problem: No financial confidence Solution: “The new Administration means business!”
  • 31. Thailand Problem: Fragile investor confidence engendered by Asian financial crisis Solution: “Admit ills and commit to painful cures”
  • 32. Thailand
  • 33. The Importance of Image A “ Made in Taiwan” Case Study
  • 34. A serious economic problem caused by image
    • The 25% “discount”
    • International jokes
    • Consumer prejudice
  • 35. A Public & Private Sector Initiative
    • Vice Minister of Economics P.K. Chiang
    • Secretary General of CETRA Agustin Liu
    • Stan Shih, Acer
    • King Liu, Giant
    • Frankie Hong, Proton
    • Kunnan Lo, ProKennex
    • BIPA (Brand International Promotion Assoc.)
  • 36. Three Five-Year Plans
    • 1990-95
    • 1995-00
    • 2000-05
  • 37. 1 st Five-Year Plan It’s Very Well Made in Taiwan” Attack weakness- Quality
  • 38. Create a Signature
  • 39. Communications Strategies
    • Connect with top brands
    • Connect with high-end products
    • Use IMC
    • Competitive SOV
  • 40. Target Audience Influentials Business Mass
  • 41. Priority Markets USA 50% EUR 30% JAPAN 10% S.E. ASIA 05% LATIN AMERICA 05%
  • 42. Budgets Five year, $60 million Each year: Advertising: $5 million PR: $1.5 million Events: $2.5 million Program: $3 million TOTAL $12 million
  • 43. Awards Program Broad: Symbol of Excellence Focused: Gold & Silver Awards
  • 44. Seminar Program
    • Upgrade promotion materials
    • How to deal with foreign media
    • Product launches/corporate identity
    • Advertising & media planning
  • 45. Taipei News Bureau
    • Central information point
    • MATs
    • Wire service features
    • Major media hits
    • Creativity driven
  • 46. International Advertising
  • 47. International Advertising
  • 48. International Advertising
  • 49. Event Marketing
    • Award winner exhibitions
    • Product launches
    • Annual National Awards Ceremony
  • 50. Domestic Communications
    • Monthly newsletter
    • Media relations
    • Events
    • Product launches
    • Awards Program
  • 51. 2 nd Five Year-Plan Attack with strengths!
  • 52. Core Competencies
    • Genius for cost-down manufacturing
    • Innovation for affordability/commercialization
    • Functions up, cost down added value
  • 53. Long-term Competitive Advantages
    • Flexibility
    • Time to market
    • Low-cost engineering base
    • Components infrastructure
  • 54. Gallup Benchmark Survey Chief Strengths: Value for Money Innovative
  • 55. We coined a new term: Innovalue.
  • 56. Taglines: Taiwan. Your Source for Innovalue. Taiwan. Innovalue Island.
  • 57. Innovalue
  • 58. Innovalue
  • 59. Innovalue
  • 60. Result? Transformed the “ Made in Taiwan” image from rubber ducks to Silicon Island.
  • 61. Part III Summary of Eight Essential Steps
    • Realize the importance of image!
    • Conduct proper analysis/positioning
    • Create a signature
    • Build unity and consistency
    • Make a long-term commitment to goals
    • Make a competitive investment/SOV
    • Use IMC
    • Set world-class standards
  • 62. Part IV A Case for Colombia?
  • 63. Colombia
    • Location
    • Location
    • Location!
  • 64. Challenges
    • Current image
    • Few international brands
    • Commodities-based economy
    • Travel advisories
  • 65. Advantages
    • Location
    • Soft imagery
    • Creative
    • High standards
    • Committed to goals
    • Juan Valdez icon
    • Potential for robust economic growth
    • Youthful nation
    • New Start
  • 66. Colombia ’s Hidden Treasures
    • Coffee #3
    • Flowers #2
    • Lingerie #3
    • Bananas #3
    • Emeralds #1
    • Orchids #1
    • Carnations #1
    • Roses #3
    • Adidas clothes #1
    • Biodiversity #1
    • Fresh water #4
    • Keeping secrets! #1
  • 67. The New Colombia
    • A makeover for Juan Valdez
    • Brand name apparel
    • Flowers
    • Biodiversity
    • Shakira!!!!!!!!!!!!
  • 68. Some Recommendations
    • Get a head start, don’t wait for competition
    • Build strategic foundation first
    • Make a long-term commitment/vision
    • Conduct domestic campaign
    • Simultaneous political PR
    • Support the new Administration
    • Go on the OFFENSIVE!!
  • 69. Final Thought Remember the Germans and Japanese!