+ Nation + Brand = Nation BrandingEstablishment of an image (internally andexternally) for a country based on positiveand relevant values and perceptions
+ Why Nation Branding ? Nowadays every nation is engaged in competition for Foreign Investment Tourism Exporting products What decides these factors is not only based on ground reality but also on perception that the world has on the image of a nation
+ Nation Brand Index (NBI) The criteria underlying the NBI ranking Tourism Exports Competitive People Governance } Identity Culture and Investment and Heritage Immigration Nation Branding Hexagon (by Mr. Anholt)
+ Benefits of a nation having a strong Nation Brand Exports sell more, and sell for higher prices More tourists Exports Investment (Foreigners have Attract FDI and more interest in other sorts of good-branded countries and inwards investment Tourism Culture accept to pay more) Their culture (language, costumes, traditions, movies, books, etc.) is perceived to be more attractive abroad and consequently
+ Objectives for Nation Branding Stimulate growth of branded exports Increase inward-bound tourism Attract inward investment Increase international political influence Discard negative national stereotypes
+ References Wikipedia: http://en.wikipedia.org/wiki/Nation_Branding The Anholt-GfK Roper Nation Brands Index: http://www.gfkamerica.com/practice_areas/roper_ pam/nbi_index/index.en.html V. V. Mugobo1 and W. I. Ukpere, “Is Country branding a panacea or poison ?”, African Journal of Business Management, 2011, Vol. 5(20), pp. 8248-8255.