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A Brand Like No Other: Nation Branding

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A Brand Like No Other: Nation Branding

  1. 1. A BRAND LIKE NO OTHER: NATION BRANDING PRESENTED BY ALEX JASPERSE | May 2010 IMAGE: http://blog.makezine.com/163875483_ac9afc9e6d.jpg
  2. 2. To begin... “Each nation has a distinct experience and character, something special to offer the world to express for itself. Nations are individualities with particular talents and the possibilities of exploiting those talents.” Nationalism (1998) by Craig Calhoun. Page 45.
  3. 3. So why brand a nation? In a globalized world in which we now live, every place has to compete with every other place for share of mind, share of income, share of talent and share of voice.
  4. 4. NATION BRANDING The reduction of a nation’s complexities into single, bite-sized stereotypes.
  5. 5. “...nation branding allows national governments to better manage and control the image they project to the world, and to attract the “right” kinds of investment, tourism, trade, and talent, successfully competing with a growing pool of national contenders for a shrinking set of available resources.” Living the Brand by Melissa Aronczyk. Page 2.
  6. 6. A branding roadmap: the nation branding hexagon TOURISM PEOPLE EXPORTS NATION BRAND CULTURE/ GOVERNANCE HERITAGE IMMIGRATION/ INVESTMENT SOURCE: Anholt-GfK Roper
  7. 7. Cool idea... but what is its actual value? TOURISM PEOPLE EXPORTS NATION BRAND CULTURE/ GOVERNANCE HERITAGE Let’s take a quick look at this dimension IMMIGRATION/ INVESTMENT
  8. 8. / E NT S TM TION VE RA IN IG IMM $504.9 billion Total Stock of FDI in Canada (2008) A country’s brand is a clear and simple measure of its ‘license to trade’ in the global marketplace, and the acceptability of its people, products and services to the rest of the world.
  9. 9. Q: Would you let these men brand Canada?
  10. 10. Well, they have.. “...citizens carry “the microbes of the brand” and “infect” those with whom they come into contact. This role is described variously as a “brand ambassador,” “brand champion,” “brand exemplar,” or “brand carrier.”” Living the Brand by Melissa Aronczyk. Page 14.
  11. 11. Who else gets to brand a nation, then?
  12. 12. S IA S SES E NT TS ED EN ES NM RIS SM IZ SIN R U MA S CIT BU OV E TO G The Nation Branding Frontline
  13. 13. Some of Canada’s brand ambassadors
  14. 14. It’s perfectly okay to invent a brand in the private sector, but not in the case of a nation. ≠ The nation brand ultimately has to reflect the will and genius of the people.
  15. 15. Nation Branding in South America Arguably, all of these are invented nation brands... IMAGE: http://multiplicity.zhdk.ch/web/media/Basis%20Images/NationBrandingWorldMap_Crop.gif
  16. 16. ...so are these ones, too. South Africa – Alive with possibility Spain – San Siro India – Incredible India Thailand – Amazing Thailand Malaysia – Truly Asia Costa Rica – Peaceful Destination Iceland – Iceland naturally Egypt – Where It All Begins Bolivia – The authentic still exists Estonia – Positively Transforming
  17. 17. Is this global identifier instantly recognizable as the GoC?
  18. 18. Awareness “Have you seen this symbol before?” Percentage of general public saying “YES” in 1999. CANADA 77% Quebec 83% Ontario 77% B.C. 76% Sask./Man. 75% Atlantic 74% Alberta 71% Small Business 74% Men 80% Women 74% 18-34 yrs 86% 35-54 yrs 78% 55+ yrs 66% SOURCE: http://www.tbs-sct.gc.ca/fip-pcim/canada_doc-eng.asp
  19. 19. Recognition “This symbol is used by all Canadian organizations or the Government of Canada?” Government of Canada 81% All Canadian 17% Organizations Don’t Know 2% SOURCE: http://www.tbs-sct.gc.ca/fip-pcim/canada_doc-eng.asp
  20. 20. ATTACHED TO 77% NATIONAL $504.9 BILLION AWARENESS IN FDI +/- 12 MILLION CANADIANS IN CONTACT WITH THIS 30 YEARS IN USE SYMBOL PER MONTH THE BIG PICTURE Canada has a nation brand. Strong, online nation communication is the next step.

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