Your SlideShare is downloading. ×
Inception Pack Vol 4: Does nationality matter?
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×

Saving this for later?

Get the SlideShare app to save on your phone or tablet. Read anywhere, anytime - even offline.

Text the download link to your phone

Standard text messaging rates apply

Inception Pack Vol 4: Does nationality matter?

662
views

Published on

nationality branding planning

nationality branding planning

Published in: Business

0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
662
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
23
Comments
0
Likes
0
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
No notes for slide

Transcript

  • 1. Inception pack vol. 4: Does brand nationality matter? May 2007 the planning lab (sthlm)
  • 2. the planning lab (sthlm) Inception pack
  • 3. How important is national image in branding? the planning lab (sthlm) Inception pack
  • 4. The most desirable brands come from a handful of places Source: Interbrand the planning lab (sthlm) Inception pack
  • 5. National image drives brand image and perceived quality – so national image is important! the planning lab (sthlm) Inception pack
  • 6. So, what’s new here? the planning lab (sthlm) Inception pack
  • 7. The economies of Asia, Russia, China and Africa will leapfrog the branding learning curve. They will spark a new wave of brands that combine “native” elements with familiar European or American brand cues. Tony Allen & John Simmons, The Economist - Brands & Branding the planning lab (sthlm) Inception pack
  • 8. Sony 1968
  • 9. One of the world’s strongest brands today. the planning lab (sthlm) Inception pack
  • 10. Toyota 1968
  • 11. Doing what couldn’t be done: a japanese luxury car the planning lab (sthlm) Inception pack
  • 12. Nobody longer disputes India as modern, innovative, entrepreneurial and global. the planning lab (sthlm) Inception pack
  • 13. What’s new? A two-way effect: Brand image and perceived quality (i.e. your brand) will also drive the perception of a nation Branded exports form one of the most potent ways of building and sustaining national image… ... and leapfrogging the branding learning curve! the planning lab (sthlm) Inception pack
  • 14. Lesson learned: Don’t wait for national image to change. Instead, use the brand to change it Old world branding: New world branding: building on heritage building on aspirations the planning lab (sthlm) Inception pack
  • 15. the planning lab (sthlm) theplanninglab.typepad.com | theplanninglab@gmail.com the planning lab (sthlm) Inception pack