The document discusses strategies for building country and regional brands. It first establishes that Ukraine does not yet have a well-developed country brand. It then outlines that to build a country brand, a nation should leverage existing assets, opportunities, and minimize weaknesses, while communicating its message. The best strategies align with a country's vision, assets, and resources, whether that be through mystique, being niche, or authenticity. Finally, the emphasis between country and regional brands depends on the situation, but examples given are of primarily emphasizing regions or a balanced country and regional approach.
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Join in on this revealing presentation focused on empowering companies to gain revenue and customer trust through sustainable branding. See how big names of various industries have capitalized on sustainability by following through with their green image and promises.
Harnessing the power of employee wisdom to build successful brands in Asia Pacific. Championing Asia-relevant product and services, FutureBrand has pioneered new branding practices including reinventing traditional Brand Strategy and Identity by incorporating customer co-creation, developing an Employer of Choice Branding program to help business win the war for talent and raising the bar on brand ROI with a sophisticated Brand Effectiveness program.
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From internal communication campaigns and social media strategies to enterprise intranets and employee engagement surveys, company content is being challenged and scrutinised at every opportunity. And rightly so.
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For more information, go to http://www.futurebrand.com/cbi/
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Boosting productivity through meaningful and measured content - Rosa Wilkinso...B2B Marketing
From internal communication campaigns and social media strategies to enterprise intranets and employee engagement surveys, company content is being challenged and scrutinised at every opportunity. And rightly so.
When businesses make their brands stick inside, the positive effects on decision-making, creativity and success are there for all to see. In these organisations, relationships are built on a shared sense of purpose, collaborative content creation and clear lines of communication. They’re also built on compelling and creative storytelling that inspires and informs in equal measure, speaking directly to employees at every level of the company. So how can you get colleagues to feel a stronger emotional connection to your company and brand? What internal content marketing techniques can you use to lift spirits and guide behaviour?
This session will explore how successful companies are unlocking innovation, productivity and brand commitment by challenging the way they curate and communicate content inside their business.
The future is closer than you think. In fact, it’s already here and disrupting industries without fear or favour. As continuity vanishes, companies now need to confront the change rather than be compromised by it....time to get organised for innovation.
Major sea-bridge crossing design and constructionSamuel Seah
Best practices and technology for efficient bridge construction design. See www.bridges-asia.com for the latest bridge engineering design and best practices.
FutureBrand's 2007 Country Brand Index
This is the third year that FutureBrand, a premier global brand consultancy, has issued its Country Brand Index. Each year it becomes more comprehensive, extensive and insightful. This year is no exception. Substantial qualitative and quantitative research was conducted, and experienced teams explored new trends, themes and opportunities in the category.
For more information, go to http://www.futurebrand.com/cbi/
The Gulf Real Estate Study showcases an ever-expanding category in a thriving development region. Generating a huge amount of interest and launched to standing room crowds year after year, GRES is an extensive exploration and assessment of the real estate category in the GCC that examines the driving forces, trends and insights related to branding in the Middle East.
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The Science Behind Economic Development Branding: going beyond logos and taglines; the value of an economic development brand; why economic development branding is important; how prospects, site selectors, and visitors experience brands; and how to leverage a brand for the largest impact.
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3. No, the Ukraine brand is not yet developed enough to qualify as a true country brand FutureBrand ® Rank denotes place out of 102 brands measured, a rank of 29 means the Ukraine had the 29th best Top 2 Box rating for the measurement Top 2 Box is the percentage that rated the brand “Very Good” or “Excellent” (6 or 7 on a 7-point scale) for a specific quality Global Rank / Top 2 Box Rating Decision/Visitation 29 / 24.6% 68 / 67.1% 74 / 2.2% 90 / 0.2% 63 / 1.3% 49 / 6.9% Top 25 Rankings Fine Dining Ease of Travel Awareness Familiarity Associations Preference Consideration Advocacy
5. Leverage existing assets, build opportunities into strengths, minimize the impact of weaknesses...and get your message out to key audiences Not perceived as friendly/open, little-known history outside the region Strong institutions and environment; overall hurt by political infighting Difficult to do business with and graded as unfree Ease of travel is a strength, telephony is good, internet pen & tourism lags Strategic location, mineral/metal resources and agriculture Architecture, museums, art from medieval-present times Very low profile, relatively unknown outside the region Historical sites, fine dining, nightlife & beach; need resorts Economy Governance Authenticity Infrastructure Geography Attractions Ethos Tangible Abstract Needs Wants Culture Strength Key Opportunity Weakness
7. It is the one that aligns best with your vision, assets and resources Approach Mystique Niche Authenticity Example Orientation Chic/Happening Specialized Undiscovered and/or Unspoiled Implication Hype > Product Hype = Product Hype < Product Defining Question Have you been there? Have you been to the beach there? Have you really experienced this place? Character A place to be seen The place to be for a specific reason A place to discover Requirements Big investment to make big splash Consistent delivery & no major negatives Assets & open/friendly population
11. Fourth question: What is the right emphasis of region/city brands vs the country brand?
12. It is the one that aligns best with your vision, assets and resources Approach Regions First Country First Balanced Example Orientation Emphasis on regions/cities Primary emphasis on the country Country & regions share focus Key Assets Cancun, Mexico City, Acapulco, Cabo San Lucas, Puerto Vallarta, Tijuana, etc. France, Paris, Loire Valley, Cote d’Azur, Provence, Bretagne, Rhone-Alpes, etc. Spain, Barcelona, Madrid, Seville, Pamplona, Cordoba, Bilbao, Granada, etc. Implication Many region/city brands are better known than the country Strong country brand, weaker region/city brands (except Paris) Strong brands for country plus Barcelona, Madrid, Pamplona Requirements Big investment to support multiple campaigns Less investment required for one primary campaign Country & regions market as needed
Sense of place is critical to destinations and it is multifaceted and complicated. we have deep experience and methodolgoy on how we look at it. we build strategies and exdecutions that bring this to life, that create and perpetuate sense of place and work with multiple agencies