The document discusses country branding and place branding. It notes that country branding involves managing communications from multiple stakeholders and balancing global and local interests. Successful country branding requires developing an identity relevant to the country that unites inhabitants and makes each stakeholder a representative. The future of place branding involves thinking locally but acting globally and being globally local. It concludes with contact information for the author.

1. Country
brandingHow to be more than 1/250?
by Vasily Dubeykovskiy.
4th November 2016, WCFD Istanbul

2. Country logos

3. Branding vs image

4. How many countries?

5. Country ranking

6. Country communication model
Current
consumers
Potential
consumers
AWARENESS
Quantity
Allconsumers
Quality Interest
IMAGE ENGAGEMENT

7. Global Events

8. Comms Controllability Vs # oF stakeholDers
Controllability
oF CommuniCations
# oF stakeholDers
product Corporation place
Place brand management

9. Naturally,
our achievements
cannot be analyzed
separately from our
country’s international
success”
Brands interdependence
Turkish Airlines CEO
“

10. 1
2
place brand is the idea that:
- is relevant to the place identity
- unites all inhabitants
each stakeholder becomes
a touch point for the place brand.
Future for place branding

11. Be globally local

12. Think locally
act globally
Country brand challenge

13. CEO CityBranding, Russia
Vasily
Dubeykovskiy
citybranding.ru
v@citybranding.ru
+7 (925) 011 02 54
vk.com/
citybranding.ru
Contact
fb.com/
brand4city
youtube.com/
citybrand
@citybranding
slideshare.net/
citybranding
@BrandCity