BRANDING THE NATION
AUSTRALIA. THAILAND.
ALEX JASPERSE. ALYSSA NADER. PICHAYA SRIWONGTHAI.
WHAT IS A BRAND?
LOGO?   IDENTITY?   PRODUCT?
A BRAND IS A PERSON’S GUT FEELING ABOUT A
PRODUCT, SERVICE OR ORGANIZATION.




              Source: Marty Neumeier, The ...
SO WHY BRAND A COUNTRY?
IN A GLOBALIZED WORLD IN WHICH WE NOW LIVE, EVERY
 PLACE HAS TO COMPETE WITH EVERY OTHER PLACE FOR...
MOST OF US SPEND NO MORE THAN A FEW SECONDS
EACH YEAR THINKING ABOUT A COUNTRY ON THE
OTHER SIDE OF THE WORLD.




       ...
IN OTHER WORDS
A NATION BRAND IS THE MIX OF CORE CHARACTERISTICS THAT
MAKE A COUNTRY DISTINCTIVE, MEMORABLE AND COMPETITIV...
NATION BRANDING
                   TOURISM


 PEOPLE                              EXPORTS

                NATION
CULTURE/...
WHO ‘BRANDS’ A NATION?
                                             T   S
                                        M EN
   ...
BRAND AUSTRALIA
SPORTS. TOURISM. INVESTMENT.
WORKING FOR THE PARENT BRAND
                  POPULATION
                     +21 MILLION

                            GD...
AUSTRALIA'S SUB-BRANDS
BRAND AUSTRALIA
01   USA
02   CANADA
03   AUSTRALIA
04   NEW ZEALAND
05   FRANCE
06   ITALY
07   JAPAN
08   UK
09   GERMAN...
BRAND AUSTRALIA
                2008 ANHOLT-GfK ROPER NATION BRANDS INDEX
                   RANKING                     C...
NATIONAL SPORTS
A FORM OF CULTURAL EXCHANGE AND ACTIVITIES THAT MAKES IT
DISTINCTIVE, MEMORABLE AND COMPETITIVE.
2000 SUMMER OLYMPICS
               E                             EY
            TH
          G               ING ES      ...
CREATING A MEMORABLE LOGO
           IO   N
      I SS
 U BM
S




                                            O
         ...
MAKING OF THE MASCOTS

1. BRAND IMAGE
 SYMBOLS UNIQUE TO
        AUSTRALIA


2. BRAND VALUES
  INVESTING VIRTUES
HERE COMES GREENPEACE
1. BRAND ETHOS
BUILD A POSITIVE &
ENVIRONMENTALLY-CONSCIOUS
NARRATIVE

2. REFOCUS THE BRAND
ATHLETE ...
AUSTRALIAN RULES FOOTBALL


           CREATION OF A UNIQUE
           SPORT THAT NO OTHER
           COUNTRY CAN MATCH.
 ...
TOURISM
ONE OF THE LOUDEST BRANDING VOICES USED BY A COUNTRY THAT
MAKES IT DISTINCTIVE, MEMORABLE AND COMPETITIVE.
WOULD YOU LET THIS MAN
BRAND THE NATION?
WHERE THE BLOODY HELL ARE YOU?
                1. OBJECTIVE
                ATTRACT INTERNATIONAL VISITORS &
             ...
COME WALKABOUT
        1. OBJECTIVE
        INSPIRE A TARGET AUDIENCE OF MID-
        LEVEL EXECUTIVES TO VISIT AUSTRALIA
...
MORE THAN TOURISM

“WHAT WE’VE GOT TO CONVINCE PEOPLE ABOUT IS [AUSTRALIA
  IS] A GREAT PLACE TO INVEST, IT’S A GREAT PLAC...
INVESTMENT
ATTRACTING GLOBAL BUSINESS INVESTMENT BY MAKING
AUSTRALIA DISTINCTIVE, MEMORABLE AND COMPETITIVE.
A COUNTRY’S BRAND IS A CLEAR AND SIMPLE MEASURE
OF ITS ‘LICENSE TO TRADE’ IN THE GLOBAL MARKETPLACE,
AND THE ACCEPTABILITY...
$392.8 BILLION
TOTAL INWARD FDI STOCK IN 2009. SINCE 2003, FDI HAS
INCREASED BY AN AVG. OF 9.1% PER YEAR.
VALUE PROPOSITIONS
Source: Austrade (2009)
QUESTION: IS AUSTRALIA’S BRAND...
           STRONG?
           NEUTRAL?
           WEAK?
AUSTRALIA + THAILAND = ?




   TAFTA COVERS ALL GOODS, SERVICES &
    INVESTMENTS TO TARIFF ELIMINATION
        OVER AGRE...
BRAND THAILAND
SPORTS MARKETING STRATEGIES.
WORKING FOR THE PARENT BRAND
                  POPULATION
                     +63 MILLION

                            GD...
A SPORTING NATION
                                          S
             ME
                S                     A ME  ...
SOUTHEAST ASIAN GAMES

             1. OBJECTIVE
             MODERNIZE THE
             SPORTS BRAND

             2. RES...
ARTICULATING BRAND THAILAND
1. TOURISM             3. STADIUM
ADDING              FOCUS ON QUALITY
IMPORTANCE
            ...
SEA GAMES VS. OLYMPICS
       1. PUSH THE POSITIVE
          ‘FULLY-CAPABLE’ NATION

       2. TRIM THE NEGATIVE
         ...
QUESTION: IS THAILAND’S BRAND...
          STRONG?
          NEUTRAL?
          WEAK?
BRANDING THE NATION



COURSE READINGS
Michael E. Geisler, “What Are National Symbols – and What Do They Do to Us?” pp. xi...
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Branding The Nation

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Branding The Nation

  1. 1. BRANDING THE NATION AUSTRALIA. THAILAND. ALEX JASPERSE. ALYSSA NADER. PICHAYA SRIWONGTHAI.
  2. 2. WHAT IS A BRAND? LOGO? IDENTITY? PRODUCT?
  3. 3. A BRAND IS A PERSON’S GUT FEELING ABOUT A PRODUCT, SERVICE OR ORGANIZATION. Source: Marty Neumeier, The Brand Gap
  4. 4. SO WHY BRAND A COUNTRY? IN A GLOBALIZED WORLD IN WHICH WE NOW LIVE, EVERY PLACE HAS TO COMPETE WITH EVERY OTHER PLACE FOR SHARE OF MIND, SHARE OF INCOME, SHARE OF TALENT, SHARE OF VOICE.
  5. 5. MOST OF US SPEND NO MORE THAN A FEW SECONDS EACH YEAR THINKING ABOUT A COUNTRY ON THE OTHER SIDE OF THE WORLD. Source: Simon Anholt, Branding Places and Nations
  6. 6. IN OTHER WORDS A NATION BRAND IS THE MIX OF CORE CHARACTERISTICS THAT MAKE A COUNTRY DISTINCTIVE, MEMORABLE AND COMPETITIVE.
  7. 7. NATION BRANDING TOURISM PEOPLE EXPORTS NATION CULTURE/ BRAND GOVERNANCE HERITAGE IMMIGRATION/ INVESTMENT Source: Anholt-GfK Roper Nation Brand Hexagon
  8. 8. WHO ‘BRANDS’ A NATION? T S M EN N ER G OV L IA R NA S ED XTE UMER E S SS M N MA CO S ES S IZE N IN ESS RIS T CIT BU S TO U THE NATION BRANDING FRONTLINE
  9. 9. BRAND AUSTRALIA SPORTS. TOURISM. INVESTMENT.
  10. 10. WORKING FOR THE PARENT BRAND POPULATION +21 MILLION GDP +$800 BILLION SECTORS SERVICES 69.8% INDUSTRY 26.8% AGRICULTURE 3.4%
  11. 11. AUSTRALIA'S SUB-BRANDS
  12. 12. BRAND AUSTRALIA 01 USA 02 CANADA 03 AUSTRALIA 04 NEW ZEALAND 05 FRANCE 06 ITALY 07 JAPAN 08 UK 09 GERMANY 10 SPAIN Source: 2009 Country Brand Index
  13. 13. BRAND AUSTRALIA 2008 ANHOLT-GfK ROPER NATION BRANDS INDEX RANKING COUNTRY 1 GERMANY 2 FRANCE 3 UNITED KINGDOM 4 CANADA 5 JAPAN 6 TALY 7 UNITED STATES 8 SWITZERLAND 9 AUSTRALIA 10 SWEDEN A REPORT CARD FOR COUNTRIES, MEASURING THE WORLD’S PERCEPTIONS OF EACH NATION AS IF IT WERE A PUBLIC BRAND. WITHIN THE TOP 10 MOST POSITIVELY PERCEIVED COUNTRIES, THE RANKING REVEALS A STRONG CORRELATION BETWEEN A NATION’S OVERALL BRAND AND ITS ECONOMIC STATUS. Source: Simon Anholt, 2009 NBI
  14. 14. NATIONAL SPORTS A FORM OF CULTURAL EXCHANGE AND ACTIVITIES THAT MAKES IT DISTINCTIVE, MEMORABLE AND COMPETITIVE.
  15. 15. 2000 SUMMER OLYMPICS E EY TH G ING ES DN HIN LD EN OP MONI Y E S DGE AC TH RI RE WOR E B C ER
  16. 16. CREATING A MEMORABLE LOGO IO N I SS U BM S O L LOG A A CTU
  17. 17. MAKING OF THE MASCOTS 1. BRAND IMAGE SYMBOLS UNIQUE TO AUSTRALIA 2. BRAND VALUES INVESTING VIRTUES
  18. 18. HERE COMES GREENPEACE 1. BRAND ETHOS BUILD A POSITIVE & ENVIRONMENTALLY-CONSCIOUS NARRATIVE 2. REFOCUS THE BRAND ATHLETE COMFORT FIRST... THEN THE ENVIRONMENT
  19. 19. AUSTRALIAN RULES FOOTBALL CREATION OF A UNIQUE SPORT THAT NO OTHER COUNTRY CAN MATCH. MADE AND PLAYED IN AUSTRALIA.
  20. 20. TOURISM ONE OF THE LOUDEST BRANDING VOICES USED BY A COUNTRY THAT MAKES IT DISTINCTIVE, MEMORABLE AND COMPETITIVE.
  21. 21. WOULD YOU LET THIS MAN BRAND THE NATION?
  22. 22. WHERE THE BLOODY HELL ARE YOU? 1. OBJECTIVE ATTRACT INTERNATIONAL VISITORS & FORM POSITIVE FIRST IMPRESSIONS/ EXPERIENCES 2. STEREOTYPES MAINLY BEACHES, COASTLINES 3. POSITIONING STATEMENT UNIQUE TO AUSTRALIA 4. COST $20 MILLION/4-YEARS
  23. 23. COME WALKABOUT 1. OBJECTIVE INSPIRE A TARGET AUDIENCE OF MID- LEVEL EXECUTIVES TO VISIT AUSTRALIA 2. STEREOTYPES OUTBACK, EXPLORATION, WILDLIFE 3. POSITIONING STATEMENT TRANSFORMATIVE EXPERIENCE THROUGH A ‘RETURN TO NATURE’ 4. TONE NATIONAL IDENTITY AND TOURISM GONE BOLD
  24. 24. MORE THAN TOURISM “WHAT WE’VE GOT TO CONVINCE PEOPLE ABOUT IS [AUSTRALIA IS] A GREAT PLACE TO INVEST, IT’S A GREAT PLACE TO COME AND BE EDUCATED, IT’S A GREAT PLACE TO LIVE, IT’S A GREAT PLACE TO BUILD YOUR BUSINESS BASE FROM.” - TRADE MINISTER, SIMON CREAN (2009) Source: http://www.abc.net.au/news/stories/2009/08/26/2667137.htm
  25. 25. INVESTMENT ATTRACTING GLOBAL BUSINESS INVESTMENT BY MAKING AUSTRALIA DISTINCTIVE, MEMORABLE AND COMPETITIVE.
  26. 26. A COUNTRY’S BRAND IS A CLEAR AND SIMPLE MEASURE OF ITS ‘LICENSE TO TRADE’ IN THE GLOBAL MARKETPLACE, AND THE ACCEPTABILITY OF ITS PEOPLE, PRODUCTS AND SERVICES TO THE REST OF THE WORLD.
  27. 27. $392.8 BILLION TOTAL INWARD FDI STOCK IN 2009. SINCE 2003, FDI HAS INCREASED BY AN AVG. OF 9.1% PER YEAR.
  28. 28. VALUE PROPOSITIONS Source: Austrade (2009)
  29. 29. QUESTION: IS AUSTRALIA’S BRAND... STRONG? NEUTRAL? WEAK?
  30. 30. AUSTRALIA + THAILAND = ? TAFTA COVERS ALL GOODS, SERVICES & INVESTMENTS TO TARIFF ELIMINATION OVER AGREED TIMEFRAMES Source: Department of Agriculture, Fisheries and Forestry, Australia
  31. 31. BRAND THAILAND SPORTS MARKETING STRATEGIES.
  32. 32. WORKING FOR THE PARENT BRAND POPULATION +63 MILLION GDP +$547 BILLION ECONOMY 6.5 MILLION TONS OF RICE/YEAR TEXTILES COMPUTERS
  33. 33. A SPORTING NATION S ME S A ME ES P S GA I CG GA M D CU ME IC P N RL GA MP LYM SIA WO SEA OLY PA RA A
  34. 34. SOUTHEAST ASIAN GAMES 1. OBJECTIVE MODERNIZE THE SPORTS BRAND 2. RESULTS THAILAND HOSTED THE THE 24TH SEA GAMES (2007)
  35. 35. ARTICULATING BRAND THAILAND 1. TOURISM 3. STADIUM ADDING FOCUS ON QUALITY IMPORTANCE 4. SEA GAMES 2. SYMBOLS CELEBRATION AND INVESTING MEANING SUCCESS
  36. 36. SEA GAMES VS. OLYMPICS 1. PUSH THE POSITIVE ‘FULLY-CAPABLE’ NATION 2. TRIM THE NEGATIVE REFRAME THE CITY 3. MODERNIZE GARNER INTERNATIONAL ACCOLADE 4. CREATE ATTRACTION SUSTAIN A POSITIVE IMAGE
  37. 37. QUESTION: IS THAILAND’S BRAND... STRONG? NEUTRAL? WEAK?
  38. 38. BRANDING THE NATION COURSE READINGS Michael E. Geisler, “What Are National Symbols – and What Do They Do to Us?” pp. xiii-xlii in National Symbols, Fractured Identities: Contesting the National Narrative, ed. Michael E. Geisler (Middlebury: Middlebury College Press, 2005). Peter Van Ham, “The Rise of the Brand State: The Postmodern Politics of Image and Reputation.” Foreign Affairs. New York: Sep/Oct 2001.Vol.80, Iss. 5. Melissa Aronczyk, ‘Living the Brand: Nationality, Globality and the Identity Strategies of Nation Branding Consultants,” International Journal of Communication 2 (2008): 41-65. Jacques DeLisle, “One World, Different Dreams: The Contest to Define the Beijing Olympics,” pp. 17-66 in Owning the Olympics: Narratives of the New China, eds. Monroe Price and Daniel Dayan (Ann Arbor: University of Michigan Press, 2008).
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