Nation Branding Strategies for the Philippines
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This document discusses nation branding strategies for the Philippines. It identifies key strengths such as the Filipino people, spirit, and English language skills. However, it also notes challenges like poverty, infrastructure issues, and the need for government and economic reforms. The document provides branding tips and recommends developing messages that promote Filipino pride and people to domestic and international audiences. The goal is to differentiate the Philippines in a credible, relevant, and adaptable way.
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Nation Branding Strategies for the Philippines
- 2. Nation Branding Jörg Dietzel March 8, 2013
- 3. 3
- 4. Tourism 4
- 5. Tourism Investments 5
- 6. Tourism Investments Talent 6
- 7. Tourism Investments Talent Support 7
- 8. Differentiated 8
- 10. Differentiated Credible Relevant 10
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- 33. Differentiated: Filipino Spirit Relevant: People-related 33
- 34. Differentiated: Filipino Spirit Credible: not perfect Relevant: People-related 34
- 35. Differentiated: Filipino Spirit Adaptable: Spoofs Credible: not perfect Relevant: People-related 35
- 36. 36
- 37. 37
- 38. 38
- 39. - + 39
- 40. - + Poverty 40
- 41. - + Infrastructure Poverty 41
- 42. - + Infrastructure Poverty Government 42
- 43. - + Infrastructure Poverty Economy Government 43
- 44. - + Infrastructure Location Poverty Economy Government 44
- 45. - + Infrastructure Location Poverty Economy Government Nature 45
- 46. - + Infrastructure People Location Poverty Economy Government Nature 46
- 47. - + Infrastructure People Location Poverty Economy Government Spirit Nature 47
- 48. - + Infrastructure People Location Poverty Economy Government Spirit Nature English 48
- 49. Brand Messages
- 50. Marketing to the World Pinoy People 50
- 51. 51
- 52. 52
- 53. Marketing to the Philippines Pinoy Pride 53
- 54. 54
- 55. 55
- 56. 56
- 57. branding tips
- 58. 1. do your homework
- 59. 2. branding > logo
- 60. 3. be consistent
- 61. 4. look at all touchpoints
- 62. 5. before you look outside, look inside
- 63. 6. think about communication
- 65. 8. be a hero
Editor's Notes
- Find out exactly who your consumer target is, about the competition and the market. You will need this information when you decide how to position your brand, whom to aim it at and how to communicate.
- Find a positioning that you can own - it must be unique and differentiated. Avoid a 'me too'-positioning - instead, find some 'white space' that is yet unclaimed. Make it your own. And make sure it's relevant to your consumer target.
- Consumers hate to be confused. Once you have found your positioning, stick to it, don't change it unnecessarily.
- Go through all opportunities where your consumer touches the brand - there may be more than you think. Don't confine branding to the marketing department; finance, recruiting - they are all influenced by your brand positioning and should manage their departments 'on brand'.
- Every one of your staff is a brand ambassador for your brand. Make sure they understand what your brand stands for - and that they believe in it. Engage your internal audience before you talk to external audiences.
- Your brand determines not only what you communicate - also how. Think about what your brand stands for - and how that translates into use of media, into tone and manner of your communication. Are you serious or funny? Modern or conservative? Your choice of communication channels also determines how people see your brand.
- These days, consumers are emancipated and have a - often critical - voice. Engage them. Be honest. And be ready to answer when they ask about how you treat your staff or the environment. More and more consumers will want to know.
- The best way to lead is - by example. Make sure that you personify the brand and what it stands for. Show your staff how you want them to behave. If the brand carried your name, how would that make you feel? Act accordingly.