Inception Pack Vol 4: Does nationality matter?

  • 637 views
Uploaded on

nationality branding planning

nationality branding planning

More in: Business
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Be the first to comment
    Be the first to like this
No Downloads

Views

Total Views
637
On Slideshare
0
From Embeds
0
Number of Embeds
0

Actions

Shares
Downloads
22
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