1. Presentation # 19 Branding a Country
(Creating a Concept Around an Idea or a State of Mind) By
Prof. Dr. Zafar U. Ahmed
President and CEO
Academy for Global Business Advancement
Texas A&M University at Commerce,
Commerce, Texas, USA

2. What is a Place Brand? It is the place’s reputation or image or
impression or perception
among those people that cares about it,
such as citizens, potential investors
and visitors

3. Can A Country Be Branded?
Brands are something that reside in the minds of its stakeholders
Branding involves creating mental structures and helping consumers organize their knowledge about products and services in a way that clarifies their decision making and, in the process, provides value to the destination (country)

4. Can a Country Be Branded?
The key to branding is that consumers perceive differences among brands in a product category
Accordingly, marketers can benefit from branding whenever consumers are in a choice situation

5. Branding a Geographic Location
The brand name is relatively fixed by the name of the location
The power of branding is in making people aware of the location and then linking the desirable associations
Increased mobility of both investors, and businesses and growth in the tourism industry have contributed to the rise of place marketing

6. Branding a Geographic Location
Cities, states, regions, and countries are now actively promoted through advertising, direct mail, and other communication tools
The goal of this types of campaigns is to create awareness and a favorable image of a location that will entice temporary visits or permanent moves from individuals and businesses alike

7. Branding a Geographic Location
Nations can be branded, and governments and their institutions can use the principles of branding to add to the value of their industries and the brands they represent’

8. Branding a Geographic Location
Region/
Country
Asia
United States
Japan
Europe
Australia’s Attributes
Big nature, outdoors, city life
Fun, diversity, active, adventure, live it
Surprise, undiscovered, culture, lifestyle
Activity, relaxation, intriguing, enriching, diverse, powerful, memories
Campaign
“Let the magic begin”
“Holiday”
“Country of surprises”
“The sooner you go the longer the memories…”
Message
Excitement, shopping, nightlife
Take a break from work and discover people and islands
Fast-paced, sophisticated, cosmopolitan, modern
Emotional, appealing, unique, travel now

9. Branding Philosophies

10. Branding Philosophies
Supranational Brand
Nation Brand
Number of Brands
Sector Umbrella Brands
Regional and City Brands
Corporate Brands
Product Brands

11. Intellectual Architecture
A place’s intellectual architecture has been a critical element in constructing the brand of a place (e.g., UK)

12. Branding Philosophies
The living brand enhances the perception that community members, investors, and potential tourists, have of the place
Any strategy to manage a place’s brand must also manage its intellectual architecture

13. Place Brand Strategy
Rather than artificially branding a city or country, a place brand strategy requires governments to:
Develop a political and social process that allows constituent actors to identify and then put into practice a (relatively) constituent social, economic and political message that accurately reflects the place in question

14. Place Brand DNA
If a place brand’s heritage is of negative attributes, the terms ‘re-branding’ or repositioning apply
Jewish and global tourists visit the sites of holocaust across Germany. Why???

15. Practices of Branding

16. CRM and Country Branding
‘in the case of a country/government deploying CRM, it would need to ensure that every communication channel through which it communicates with its citizens and investors is funneled through a strategic CRM infrastructure’

17. The Interconnection of brand identity, brand positioning and brand image
How the owners want the brand to be perceived
BRAND POSITIONING
That part of the value proposition communicated to a target group that demonstrates competitive advantage
BRAND
IMAGE
How the brand is perceived

18. Nation Branding Influential Map
Natural
Resources
Cities
History
Education
Etiquette
Character
Nature
Geography
People
Culture
Nation
Brands
Resources
Culture
Economy
Politics
Soc. System
Laws/Regulations
Education
Industries
Economy
Political Structure

19. Cases in Branding

20. Poland, as a Case in Point

21. Introduction
In the case of Poland the most important challenges include coordination between organizations responsible for and influencing country branding, collaboration between private and public sectors as well as between particular territorial units, financial backing and finally the fulfillment of the Poland brand by the people of the country

22. Why Does Poland Need a Brand?
Globalization of the economy
Challenges relating to Poland’s accession to the European Union (EU)
Growing competition primarily from neighbors in the region and the related need for Polish companies and products to be competitive

23. Positive & Negative Stereotypes
Associated with a successful transformation of the political system
Thorough and courageous reforms
Developing democracy
Membership of NATO and the EU
Negative
Ignorance
Corruption
Crime
Cunningness
Crudeness
Dishonesty
Common Image
Poles being religious and suffering people throughout history

24. Elements of the Poland Brand
In searching for sources of Polish brand identity it is necessary to analyze hitherto perceptions of Poland and Poles (as well as neighboring countries) to find out what will constitute the key to the nature of the brand
Poland is a country that is relatively industrialized, with many attractive areas of nature,some of which are exceptional and not available across other East European countries

25. Nature, natural, naturalistic, naturalism
The Core Brand Identity of Brand Poland and the Possibilities over which it could be extended
Tourism
Relevant industries (e.g.. Aluminum works, but also amber jewelry)
Natural monuments
Historical places, sites and building
Raw materials
Natural Resources
Extreme sports (canoeing trips, climbing)
Nature, natural, naturalistic, naturalism
Hospitality
Restaurants
Hobbies (hunting, gliding, sailing, etc.)
Professional products (boats, bicycles)
Rituals
Tourism
Tradition
Natural environment
Cultural Events
Traditional foods Polish sausage, bigos, Bison vodka)
Nature reserves
Folklore
Health
Nature trails
Handicrafts, arts and crafts
Agrotourism
Fashion
Resorts, spas
Natural foods
Commercial products: furniture, ceramics
Health specialists
Traditional foods (Polish sausage, Bison, vodka)

26. The Poland Brand – Issues & Challenges
The most important challenge is the fulfillment of the Poland brand by the people of the country
Specialists can work out the brand concept, but in this instance, it is the Poles who have to make it work (hosts)
An important assignment for the brand therefore will be the shaping of a strong identity from within and its changes inward

27. Polish Conclusion
History has proven that Poles are ambitious and able to meet national challenges
The actual timing of Poland’s entry to the EU is particularly propitious for a change in the country’s brand image, because Poland for many no longer belongs to ‘them’ on the fringe, outside the Union, but advance to ‘us,’ a member of the European family

28. The Republic of Armenia, as a Case in Point

29. Introduction
Armenia’s ‘place branding’ means requalifying the habitat and designing a distinct country image, replacing the popular perception of its remote and trouble-prone ex-Soviet-client status and making a clear case for its distinctive qualities, human capital, landscape, and cultural heritage

30. Armenia = Negative Images
Little land-locked country in a rugged high plateau prone to earthquakes
A weak and marginalized player in the geopolitical game
No petroleum reserves, exclusion from the Caspian pipeline routes
A young state with fragile democratic institutions
An ancient Central Asian Christian nation nearly encircled by large Islamic countries and prone to inter-ethnic tensions
The debris of defunct Soviet-era industrial plants
Tense relations with Turkey

31. Armenia’s Options
Unlike much of the rest of the Tran Caucasus region, Armenia enjoys a high level of social stability and internal cohesion, attributable in particular to its educated population and ethno-linguistic homogeneity
For the world market, most of what Armenia has to offer consists of materials that become unprofitable if transported over long distances (or even shorter distances) if done exclusively by aircrafts:
Tuff and other useful stones
Machinery components
Art and crafts
Some mineral and metal products
Food Products
Bottled water
Wine and liqueurs

32. Armenia’s Options
Exporting and Importing is not as simple of a strategy as it is thought to be because:
There are no good links with two major neighboring markets (Turkey and Azerbaijan) due to poor inter-state relations (ethno-territorial disputes, historical antagonism and resentment)

33. Armenian Conclusion
Armenia’s success (perhaps even survival) in the global market is guaranteed by enhancing the quality and value of local production and, at the same time, by protecting its environmental resources
In Armenia’s case the environment, landscape and identity represent the attractions
Otherwise, Armenia is no match for the mass holiday resorts which trade in climate, fun and comfort
‘Place branding’ for Armenia means requalifying the habitat and the human capital through comprehensive environmental and social policies (and investments) with a clear design in order to achieve a high ranking in the world in environmental health, quality of life
and sustainability
Resolving its conflicts with Turkey on a the pattern with German-French friendship

34. Branding African Countries, as a Case in Point

35. Introduction
People’s perceptions of African countries derive from media news as civil wars, malnourished child asking for aid, AIDs epidemic, starvation, drought, famine, and genocide
African countries lag in the pursuit of investment, tourism, exports and human capital
They have to find a way to attract FDI competitively
Country branding is now a necessity rather than a choice; it is ‘about making people want to pay attention to a country’s achievements and believe in its qualities

36. The Case to brand African Countries
African countries suffer from ‘continent brand defect,’ where the entire continent is considered as a single brand
The need for African countries is to escape that image and get a separate perception that is recognized
Mauritius, as a Case in Point

37. Why Brand African Countries?
Africa is widely perceived as a large homogeneous mass, hence the negative issues such as Aids, civil wars, genocide, drought, famine, and political corruption are too often considered to be applicable to the entire continent
If African countries are able to carve strong brand identities, thereby differentiating themselves, African countries will also improve their creditworthiness
Which will, as a consequence, stimulate an increase in international relations, tourism, exports and investments

38. Rationale for Branding Africa
The initiative should be led and driven by the head of the state
Noble Laureate, Dr. Nelson Mandela, African statesman, as a Case in Point
A working party composed of representatives of culture, industries, education and the media, etc., should also be in place, along with the brand owners in the private sector who will play a key role in the making of the brand

39. Advantages of Branding
Tourism
Branding African countries, global tourists would be alerted about the existing attributes, tangible and intangible
Investment
African countries are realizing that they cannot develop and become competitive while relying solely on donor aid
Diaspora
Brain drain is putting a strain on the continent. Greatly needed skilled professionals, such as scientists, engineers, doctors, IT specialists and university professors have exited the continent in search of greener pastures in the West

40. Does CRM have a role in branding
CRM in Africa
Does CRM have a role in branding
African countries?
In order for CRM to work efficiently and help African countries in becoming competitive, ‘visionary leaders’ need to be targeted constantly…

41. CRM in Africa
The government involved should act as a corporation, aiming to manage relationships with selected target groups
Investors
The Diaspora
Tourists
Foreign Talent

42. African Conclusion
Once an African country has an attractive image, it will also inspire the Diaspora to speak of their country with pride as well as help to engage them with the country’s development
South Africa, as a Case in Point

43. Branding of a Nation Conclusion
A nation’s brand to a large extent is shaped by its history, culture, heritage, location, customs, achievements of its citizens and vision of its leaders ….;
A nation needs to compete over its customers’ hearts and minds inside the country, regionally, continentally and globally

44. Branding of a Nation Conclusion
Due to the complexity and sophistication of competition between nations, mostly derived from globalization, countries are tirelessly leveraging their desired brand images through communicating their advantages, attitudes, history, culture endowments and assets

45. Branding of Rwanda???
Q & A