Today I am uploading a presentation with a clear marketing and PR angle. This one is devoted particularly to nation/national brands, where several examples are analyzed and where various benchmarks are taken into account. The biggest case study is Ukraine. A big number of students were coming from this country, so I thought it would be quite interesting for them - and their peers, too - to analyze, how the complicated situation of UA is represented in various international studies and surveys. What all of my students, not only the Ukrainian ones, took away from these classes what the fact that no matter the "hard" statistics on infrastructure, corruption, governance etc., the biggest potential of UA lies in its people, especially the young ones - including/especially the ones like my students and that the future of tchem and their country depends on them.
1. Nation brands and the case
study of Ukraine
Katarzyna Rybka-Iwańska
Course on Public Diplomacy 2017
2. Nations continue to shape and reshape their identities/to rebrand
themselves, because their reality changes
they need to project this real change symbolically to all the
audiences with whom they relate
They want, as far as they can, to align perception with reality
For example: The Dutch East Indies became Indonesia, its capital
Batavia became Jakarta, a new language, Bahasa Indonesia, was
constructed.
There is a need to build a national consensus around language,
presumed ethnicity, religion (sometimes), culture, etc.
Some countires have a long but interrupted history, like Georgia,
while others, such as Tajikistan, have been carved out of the
former imperium and therefore have difficulties in establishing
legitimacy.
Wally Olins
Source: The New Public Diplomacy. Soft Power in
International Relations. Edited by Jan Melissen,
palgrave macmillan 2005.
Katarzyna Rybka-Iwańska
3. Brand export: Mercedes, Audi, BMW, VW are Germany and
Germany is cars – it is:
advantageous – everything connected with engineering and efficiency
gets credit Siemens, Bosch, Braun, Miele
Disadavantageous – other brands do not underline their German
origins Jil Sander, Hugo Boss, Nivea, Allianz
If the nation’s leadong brands are based around too narrow a sphere of
activity, those flagship brands in the secotr may flourish, but the orher
brands may find it more difficult
Contradictory examples: Gucci and Ferrari come from Italy; Jaguar,
Burberry and Scotch whisky come from Britain, France had Aribus, Dior
and Hennessy.
Wally Olins – three areas of the
competition of the nations
Source: The New Public Diplomacy. Soft Power in
International Relations. Edited by Jan Melissen,
palgrave macmillan 2005.
Katarzyna Rybka-Iwańska
4. Foreign direct investments, influeced by local legislation, tax
breaks, regional funding, education level of employees,
government attitues, transport infrastructure – but being
fashinable as well
Tourism – competition over tourists, but the danger of gettinhg
large numbers of tourists that a countiry cannot effectively cope
with and who spend very little money per head is visible
Wally Olins – three areas of the
competition of the nations
Source: The New Public Diplomacy. Soft Power in
International Relations. Edited by Jan Melissen,
palgrave macmillan 2005.
Katarzyna Rybka-Iwańska
5. Launching and managing a national branding programme is
inifinitely more complex, sohpisticated, difficult and long term
than managing a similar activity for a commercial organization
It takes years, and the pay-off is slow + not readily
measurable/tangible
Politicians like quick, measurable results that get them votes – that
is one of the reasons why so many national branding programmes
are taken up enthusiastically and then dropped.
Wally Olins - summary
Source: The New Public Diplomacy. Soft Power in
International Relations. Edited by Jan Melissen,
palgrave macmillan 2005.
Katarzyna Rybka-Iwańska
11. The best and the worst performing
nation brands
Source:
http://brandfinance.com/images/upload/nation_brands_20
16_report.pdf
Katarzyna Rybka-Iwańska
12. The strongest national brands
Source:
http://brandfinance.com/image
s/upload/nation_brands_2016_
report.pdf
Katarzyna Rybka-Iwańska
13. Country Brand Index 2014-2015
(Future Brand)
Source: http://www.futurebrand.com/uploads/CBI-
14_15-LR.pdf
Katarzyna Rybka-Iwańska
22. Ukraine – Global Competitiveness
Index
Source: http://www3.weforum.org/docs/GCR2016-
2017/05FullReport/TheGlobalCompetitivenessReport20
16-2017_FINAL.pdf
Katarzyna Rybka-Iwańska
23. Ukraine – Global Competitiveness
Index
Source: http://www3.weforum.org/docs/GCR2016-
2017/05FullReport/TheGlobalCompetitivenessReport20
16-2017_FINAL.pdf
Katarzyna Rybka-Iwańska
25. Ukraine in Country Risk Report 2017
Source: Ukraine Country Risk Report - Q2
2017
BMI Risk Reports; London. (Second
Quarter 2017).
Katarzyna Rybka-Iwańska
26. Ukraine in the Index of Economic
Freedom
Source:
http://www.heritage.org/index/
pdf/2017/book/index_2017.pdf
Katarzyna Rybka-Iwańska
27. Ukraine in Freedom Index
Source:
https://freedomhou
se.org/report/freedo
m-
world/2017/ukraine
Katarzyna Rybka-Iwańska
28. Ukraine in Fragile States Index
Source: http://fundforpeace.org/fsi/country-data/
Katarzyna Rybka-Iwańska
29. Ukraine in Fragile States Index
Source: http://fundforpeace.org/fsi/country-data/
Katarzyna Rybka-Iwańska
30. Ukraine in Global Innovation Index
Source:
https://www.globalinnovationind
ex.org/gii-2016-report#
Katarzyna Rybka-Iwańska
31. Ukraine in Global Innovation Index
Source:
https://www.globalinnovationind
ex.org/gii-2016-report#
Katarzyna Rybka-Iwańska
32. Katarzyna Rybka-Iwańska
Ukraine in Human Development
Report 2016 Source:
http://hdr.undp.org/sites/default/files/2016_hum
an_development_report.pdf
33. Katarzyna Rybka-Iwańska
Ukraine in Human Development
Report 2016
Source:
http://hdr.undp.org/sites/default/files/2016_hum
an_development_report.pdf
34. Which country has the best and the most stable brand? Why – and
will this change?
Which country has the worst nation brand? Why – and will this
change?
What kind of a role does the national identity play in forming the
nation brand?
How can a nation brand contribute to security of a nation/country?
Which fields play a role in nation branding?
What is more important: politics or economy? politics or people-to-
people contacts?
What role do the international rankings play? Do political leaders care
about them? Should they or should they not?
In which fields should Ukraine and your respective countries work
harder and harder to improve their international images?
Questions to students
Katarzyna Rybka-Iwańska
35. Thank you very much for your
attention!
Let’s stay in touch:
https://www.linkedin.com/in/katarzyn
a-rybka-iwa%C5%84ska-08856b133/
Katarzyna Rybka-Iwańska
