IX LVIV INTERNATIONAL ECONOMIC FORUM COUNTRY AND REGIONAL BRANDING STRATEGIES MARKETING & MOBILIZING ENDOGENOUS REGIONAL POTENTIAL 2 OCTOBER 2009
First question: Is Ukraine a country brand?
No, the Ukraine brand is not yet developed enough to qualify as a true country brand FutureBrand ® Rank denotes place out of 102 brands measured, a rank of 29 means the Ukraine had the 29th best Top 2 Box rating for the measurement Top 2 Box is the percentage that rated the brand “Very Good” or “Excellent” (6 or 7 on a 7-point scale) for a specific quality Global Rank / Top 2 Box Rating Decision/Visitation 29 / 24.6% 68 / 67.1% 74 / 2.2% 90 / 0.2% 63 / 1.3% 49 / 6.9% Top 25 Rankings Fine Dining Ease of Travel Awareness Familiarity Associations Preference Consideration Advocacy
Second question: So how do you build a country brand?
Leverage existing assets, build opportunities into strengths, minimize the impact of weaknesses...and get your message out to key audiences Not perceived as friendly/open, little-known history outside the region Strong institutions and environment; overall hurt by political infighting Difficult to do business with and graded as unfree Ease of travel is a strength, telephony is good, internet pen & tourism lags Strategic location, mineral/metal resources and agriculture Architecture, museums, art from medieval-present times Very low profile, relatively unknown outside the region Historical sites, fine dining, nightlife & beach; need resorts Economy Governance Authenticity Infrastructure Geography Attractions Ethos Tangible Abstract Needs Wants Culture Strength Key Opportunity Weakness
Third question: What are the best strategies for building your country brand?
It is the one that aligns best with your vision, assets and resources Approach Mystique Niche Authenticity Example Orientation Chic/Happening Specialized Undiscovered and/or Unspoiled Implication Hype > Product Hype = Product Hype < Product Defining Question Have you been there? Have you been to the beach there? Have you really experienced this place? Character A place to be seen The place to be for a specific reason A place to discover Requirements Big investment to make big splash Consistent delivery & no major negatives Assets & open/friendly population
St. Lucia’s Authenticity
Fourth question: What is the right emphasis of region/city brands vs the country brand?
It is the one that aligns best with your vision, assets and resources Approach Regions First Country First Balanced Example Orientation Emphasis on regions/cities Primary emphasis on the country Country & regions share focus Key Assets Cancun, Mexico City, Acapulco, Cabo San Lucas, Puerto Vallarta, Tijuana, etc. France, Paris, Loire Valley, Cote d’Azur, Provence, Bretagne, Rhone-Alpes, etc. Spain, Barcelona, Madrid, Seville, Pamplona, Cordoba, Bilbao, Granada, etc. Implication Many region/city brands are better known than the country Strong country brand, weaker region/city brands (except Paris) Strong brands for country plus Barcelona, Madrid, Pamplona Requirements Big investment to support multiple campaigns Less investment required for one primary campaign Country & regions market as needed