Identity refers to what something truly is, its essence
Image refers to how something is perceived
There is frequently a gap between these two states
Image-formation factors Nation-brand campaigns Behaviour of citizens Export brands Sports performances Politics National stereotypes Word of mouth Personal experience COUNTRY IMAGE
Conceptual model of nation-brand identity and image Nation-brand identity Key components: History Language Territory Political regime ArchitPERe ecture Sport Literature Art Religion Education system Icons Landscape Music Food & drink Folklore Communicators of nation-brand identity Branded exports Sporting achievements The diaspora Marketing communications Brand ambassadors Cultural artefacts Govt foreign policy Tourism experience Prominent personalities Nation-brand image Audiences: Domestic consumrs External consumers Domestic firms External firms Inward investors Governments Media
Ethical Trade is an internationally recognized leader as private marketing experts in the field of international relations and works with innovative global and regional corporations to commercialize ethically and socially responsible products.
Ethical Trade aims to achieve this not through charitable donation, but through expert marketing and product/brand consultation in order to create sustainable businesses and sustainable futures.
Ethical Trade builds multi-tiered relationships with ethically astute organizations in order to bring together the beneficial elements of many, for a joint focus.
USAID – Ethical Trade and USAID have formed a relationship so that Ethical Trade expertise can be made available to USAID supported programs.
Tecnovo - A foundation aimed at providing vulnerable people (displaced, demobilized, disabled etc) with work and skill sets. Ethical Trade re-develops current products, generates new clients and develops their social responsibility message.
Asocolflores – Largest Colombian flower growers organization. Ethical Trade was awarded the contract to develop and execute the largest PR campaign to date, aimed at raising awareness of Colombian flowers in the US market.
G2B - Grower2Buyer is a Colombian grower and exporter of fresh cut flowers. Ethical Trade linked them with Tecnovo to create a unique and highly marketable ‘miniature rose’ product with a vase made by the vulnerable people at Tecnovo.