Inception Pack Vol 4: Does nationality matter?

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Inception Pack Vol 4: Does nationality matter?

  1. 1. Inception pack vol. 4: Does brand nationality matter? May 2007 the planning lab (sthlm)
  2. 2. the planning lab (sthlm) Inception pack
  3. 3. How important is national image in branding? the planning lab (sthlm) Inception pack
  4. 4. The most desirable brands come from a handful of places Source: Interbrand the planning lab (sthlm) Inception pack
  5. 5. National image drives brand image and perceived quality – so national image is important! the planning lab (sthlm) Inception pack
  6. 6. So, what’s new here? the planning lab (sthlm) Inception pack
  7. 7. The economies of Asia, Russia, China and Africa will leapfrog the branding learning curve. They will spark a new wave of brands that combine “native” elements with familiar European or American brand cues. Tony Allen & John Simmons, The Economist - Brands & Branding the planning lab (sthlm) Inception pack
  8. 8. Sony 1968
  9. 9. One of the world’s strongest brands today. the planning lab (sthlm) Inception pack
  10. 10. Toyota 1968
  11. 11. Doing what couldn’t be done: a japanese luxury car the planning lab (sthlm) Inception pack
  12. 12. Nobody longer disputes India as modern, innovative, entrepreneurial and global. the planning lab (sthlm) Inception pack
  13. 13. What’s new? A two-way effect: Brand image and perceived quality (i.e. your brand) will also drive the perception of a nation Branded exports form one of the most potent ways of building and sustaining national image… ... and leapfrogging the branding learning curve! the planning lab (sthlm) Inception pack
  14. 14. Lesson learned: Don’t wait for national image to change. Instead, use the brand to change it Old world branding: New world branding: building on heritage building on aspirations the planning lab (sthlm) Inception pack
  15. 15. the planning lab (sthlm) theplanninglab.typepad.com | theplanninglab@gmail.com the planning lab (sthlm) Inception pack

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