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Toward Brand Serbia Slobodan Pesic American Public University The International Diaspora Youth Leadership Conference 2010 Toronto, Canada,

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Presentation on theme: "Toward Brand Serbia Slobodan Pesic American Public University The International Diaspora Youth Leadership Conference 2010 Toronto, Canada,"— Presentation transcript:

1 Toward Brand Serbia Slobodan Pesic American Public University The International Diaspora Youth Leadership Conference 2010 Toronto, Canada, March 20, 2010 Panel: Breaking Through the Success Barrier: Media, Art, and Sport and the Image of Serbia in the Global Context

2 “It is not just sufficient to be a good neighbor, one must also be a good ancestor” Simon Anholt Thomas Theorem: “If people define situations as real, they (situations) are real in their consequences” Robert K. Merton National Culture System Balance (Slobodan Pesic)  Necessary condition for stable identity  Requires positive Value Transplant Ratio (VTR) between national culture’s Value Exports and Value Imports Slobodan Pesic, "Toward Brand Serbia," The International Diaspora Youth Leadership Conference 2010, March 20, 2010, Toronto, Canada 2

3 Key Concepts and variables Uncertainty Hierarchies: Power projections, power distribution, power sharing Nation-state(s)/Strategic Culture/Security Dilemma Bargaining Balancing Communication including Signal/Noise management and C3I Sovereignty/Governance Education/Knowledge-Sharing (Competitive) Identity/Nation Branding Lack of Wisdom Slobodan Pesic, "Toward Brand Serbia," The International Diaspora Youth Leadership Conference 2010, March 20, 2010, Toronto, Canada 3

4  The persisting (though not eternal) socially transmitted ideas, attitudes, traditions, habits of mind, and preferred methods of operation  Specific to a particularly geographically based security community that has had a necessarily unique historical experience  Dimensions of a strategic culture include the geopolitical setting, military history, international relationships, political culture and ideology, the nature of civil- military relations and military technology (Lord, 2000)  Strategic culture and national style that failed to meet objective tests of adequacy imposed by external security environments (polities) would lead inevitably to the political, if not always physical, demise of the nation Slobodan Pesic, "Toward Brand Serbia," The International Diaspora Youth Leadership Conference 2010, March 20, 2010, Toronto, Canada 4

5 Foundational elements Formative phases in the development of a given strategic culture Comprise basic beliefs regarding the use of force Beliefs are semi-permanent Contribute to the construction of a national identity Highly resilient to change Security policy standpoints Core values promotion through policy channels Set preferences for policy choices Regulatory practices Apply the substance of the foundational elements to the external environment Provide channels of meaning and application Less resilient to change Slobodan Pesic, "Toward Brand Serbia," The International Diaspora Youth Leadership Conference 2010, March 20, 2010, Toronto, Canada 5

6 Who or what defines Serbia’s culture? What are Serbia’s core values? Have Serbia’s existing institutions been the optimal framework for Serbia strategic culture and Serbia’s nation-branding? How does Serbia (1) develop hypotheses to test historical propositions (“consequentiality of history”); (2) predict future, and social-experiment, to arrive at the predicted future; (3) without threatening others? How should Serbia manage “Kosovo”? How should Serbia manage Republika Srpska? What is Serbia’s Competitive Identity? Can Serbia restore its strategic culture’s Value System Balance? Slobodan Pesic, "Toward Brand Serbia," The International Diaspora Youth Leadership Conference 2010, March 20, 2010, Toronto, Canada 6

7 Branding A process of designing, planning and communicating the name and the identity, in order to build or manage the reputation Core aspects of the brand are (1) brand identity (core meaning), (2) brand image (reputation = broadcast of trust), (3) brand purpose (the power of the shared goals) and (4) brand equity (asset value of reputation) (Anholt, 2007) Distillation Art of extracting the concentrated essence of something complex, so that its complexity can always be extracted back out of the distillate, but it remains portable and easily memorable The distillate is the common thread, the genetic constant, which underlies the basic commonality between the different part of the brand (Anholt, 2005) Nation Branding bridges advanced brand theory and statecraft Slobodan Pesic, "Toward Brand Serbia," The International Diaspora Youth Leadership Conference 2010, March 20, 2010, Toronto, Canada 7

8 Nation Branding - synthesis of public and private sector theory and practice Public diplomacy - modern state management of its reputation abroad Public diplomacy - useless unless it has some power to affect the background reputation of the country whose policies it attempts to represent (Anholt) Since background reputation can only be altered by policies, not by communication, the critical success for public diplomacy is whether its connection to policy making is one-way or two- way (“market feedback”) (Anholt) Slobodan Pesic, "Toward Brand Serbia," The International Diaspora Youth Leadership Conference 2010, March 20, 2010, Toronto, Canada 8 Nation Branding & Public Diplomacy

9 National Identity Country-of-Origin Academic discipline: Political geography; international relations; political science; cultural anthropology; social psychology; political philosophy; international law; sociology; history Academic discipline: Marketing Consumer behaviour; Advertising and promotional management; Brand management; Export marketing Globalization: homogenization of markets and increasing sense of national identity Lowering of trade barriers between nations Emergence of nation branding as countries turn to brand management techniques in order to compete effectively on the world stage Slobodan Pesic, "Toward Brand Serbia," The International Diaspora Youth Leadership Conference 2010, March 20, 2010, Toronto, Canada 9

10 10 Nation-brand identity Key components: History Language Territory Political regime Architecture Sport Literature Art Religion Education system Icons Landscape Music Food & drink Folklore Communicators of nation-brand identity Branded exports Sporting achievements The diaspora Marketing communications Brand ambassadors Cultural artefacts Govt foreign policy Tourism experience Prominent personalities Nation-brand image Audiences: Domestic consumers External consumers Domestic firms External firms Inward investors Governments Media

11 Slobodan Pesic, "Toward Brand Serbia," The International Diaspora Youth Leadership Conference 2010, March 20, 2010, Toronto, Canada 11 COUNTRY IMAGE Personal experience Word of mouth National stereotypes Politics Sports performances Export brands Behaviour of citizens Nation-brand campaigns

12  Government has unsustainable bureaucracy (26 Ministries)  Policies are election-driven and externally conditioned  Absorbed and distracted with its own “nationalism”  Addressing and managing global stereotypes about Serbia  Presence of political corruption and other types of corruption  Elite power struggles (fractured, destructive and disruptive politics)  Lack of strategic vision on the part of the country’s ruling elites  How to brand a diverse nation?  Serbia's social and institutional capacity Slobodan Pesic, "Toward Brand Serbia," The International Diaspora Youth Leadership Conference 2010, March 20, 2010, Toronto, Canada 12

13 Slobodan Pesic, "Toward Brand Serbia," The International Diaspora Youth Leadership Conference 2010, March 20, 2010, Toronto, Canada 13

14  Understand causes and consequences of Serbia’s Value System Imbalance  Reconstruct/Repair Serbian Identity Harmonize/synchronize “old” (Serbia) and/with “new” Serbia Harmonize and synchronize “East” and “West” within Serbia  Develop a different context for interaction between (strategic) culture and government  Change the nature and type of transactions between branches of government (legislative, executive, judicial)  Develop and experiment with models and policies for restoring Serbia’s Value System Imbalance Slobodan Pesic, "Toward Brand Serbia," The International Diaspora Youth Leadership Conference 2010, March 20, 2010, Toronto, Canada 14

15 Slobodan Pesic, "Toward Brand Serbia," The International Diaspora Youth Leadership Conference 2010, March 20, 2010, Toronto, Canada 15 A New Constitutional Nation Branding-Enabled Model (Pesic, 2005, 2007)

16 Head of State/ Government Nation Brand Manager Public sector organizations Private sector organizations Citizens Tourism board Inward investment agency development agency Trade associations Chambers of commerce Diaspora Not-for-profit organizations Slobodan Pesic, "Toward Brand Serbia," The International Diaspora Youth Leadership Conference 2010, March 20, 2010, Toronto, Canada 16

17 Slobodan Pesic, "Toward Brand Serbia," The International Diaspora Youth Leadership Conference 2010, March 20, 2010, Toronto, Canada 17 Endorsed brands Standalone brands Umbrella brand Nation-brand TourismSports Talent attraction Inward investment Exports Regions Cities Landmarks Products Services Sector-specific Skilled workers University students National teams Clubs Cultural and political figures

18  Internal analysis needs continually to be conducted on a sectoral basis in order to: Identify existing capabilities Evaluate the strength of these capabilities Derive appropriate action points based on the nation-brand capability analysis Slobodan Pesic, "Toward Brand Serbia," The International Diaspora Youth Leadership Conference 2010, March 20, 2010, Toronto, Canada 18

19 KEY SUCCESS FACTORS NATION-BRAND CAPABILITY Favourable residency criteria (for visa, passport, etc.) Attractive lifestyle Opportunity for career Progression Reputation for higher Education Slobodan Pesic, "Toward Brand Serbia," The International Diaspora Youth Leadership Conference 2010, March 20, 2010, Toronto, Canada

20 KEY SUCCESS FACTORS NATION-BRAND CAPABILITY High quality brands Effective COO positioning Strategic development of target markets Innovation Slobodan Pesic, "Toward Brand Serbia," The International Diaspora Youth Leadership Conference 2010, March 20, 2010, Toronto, Canada

21 KEY SUCCESS FACTORS NATION-BRAND CAPABILITY Stable economic and political environment Skilled workforce Streamlined administrative Procedures Infrastructure Slobodan Pesic, "Toward Brand Serbia," The International Diaspora Youth Leadership Conference 2010, March 20, 2010, Toronto, Canada

22 KEY SUCCESS FACTORSNATION-BRAND CAPABILITY Customer service levels Safety Value for money Accessibility Slobodan Pesic, "Toward Brand Serbia," The International Diaspora Youth Leadership Conference 2010, March 20, 2010, Toronto, Canada 22

23  Establish constitutional and/or legally mandated nation-branding coordinating body (“interface”)  “Nation-Brand Manager/Director”  Appointed by the President and confirmed by the legislature  Broad authority and scope (a widely respected expert, scientific, art, or sport figure  Identify nation-brand values  Develop nation branding literacy program at all educational levels  Develop Integrated Marketing Communication (IMC)  Establish and coordinate nation-brand touchpoints Slobodan Pesic, "Toward Brand Serbia," The International Diaspora Youth Leadership Conference 2010, March 20, 2010, Toronto, Canada 23

24  Establish, educate and train “nation brand ambassadors”  Establish Nation days and global locations for nation days  Develop sonic nation branding  Promote “emphatic civilization” (Rifkin, 2009) though sustainable development, ethical consumerism and eco-tourism  Include everyone  Narrow Serbia’s identity-image gap Slobodan Pesic, "Toward Brand Serbia," The International Diaspora Youth Leadership Conference 2010, March 20, 2010, Toronto, Canada 24

25 Thank you! Slobodan Pesic American Public University Slobodan Pesic, "Toward Brand Serbia," The International Diaspora Youth Leadership Conference 2010, March 20, 2010, Toronto, Canada 25


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