Inception Pack Vol 4: Does nationality matter?
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Inception Pack Vol 4: Does nationality matter?

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nationality branding planning

nationality branding planning

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    Inception Pack Vol 4: Does nationality matter? Inception Pack Vol 4: Does nationality matter? Presentation Transcript

    • Inception pack vol. 4: Does brand nationality matter? May 2007 the planning lab (sthlm)
    • the planning lab (sthlm) Inception pack
    • How important is national image in branding? the planning lab (sthlm) Inception pack
    • The most desirable brands come from a handful of places Source: Interbrand the planning lab (sthlm) Inception pack
    • National image drives brand image and perceived quality – so national image is important! the planning lab (sthlm) Inception pack
    • So, what’s new here? the planning lab (sthlm) Inception pack
    • 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
    • Sony 1968
    • One of the world’s strongest brands today. the planning lab (sthlm) Inception pack
    • Toyota 1968
    • Doing what couldn’t be done: a japanese luxury car the planning lab (sthlm) Inception pack
    • Nobody longer disputes India as modern, innovative, entrepreneurial and global. the planning lab (sthlm) Inception pack
    • 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
    • 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
    • the planning lab (sthlm) theplanninglab.typepad.com | theplanninglab@gmail.com the planning lab (sthlm) Inception pack