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