Brave heart Whisky Beautiful landscape Innovation Inventiveness What do you think of Scotland?

Why did you have that image? HARDER TO CONTROL EASIER TO CONTROL

Nation Branding Section A Group 12 Chang Jack Dimoka Maria Guibourgé Matthieu Oda Hiroo Zhang Steven

”There is nothing new about places being promoted by those likely to profit from their development…. ….what is new, however, is the conscious application of marketing approaches by public planning agencies” Ashworth & Voogd 1994

Brand image is from experience “360 degree - brand” Ogilvy & Mather

Nations have a brand-image Companies Individuals History Geography …. Government Nation branding is the activity of managing the image of a nation

Uncontrolled image : GERMANY Companies History Prejudice Stereotypes

Uncontrolled image : GERMANY … the reality

DE Uncontrolled image : GERMANY effort for re-branding

GLOBALIZATION Why is nation branding important? COMPETITION NEED FOR DIFFERENTIATION

Nation Branding Investors Foreign Customers Tourists Talents Supranational Organizations Purposes

Which Brand characteristics for which Nation? Positive image Unknown Negative image Reminding Persuasion Awareness

POLAND An effort to attract tourists and investors COOL BRITANNIA UK An effort to attract talents and foreigners Which Brand characteristics for which Nation EXAMPLES ESTONIA An effort to establish image

Intangible Tangible Number of actors +- Product Branding Corporate Branding Nation Branding Too complex to manage?

Nation branding needs management Heritage Culture Marketing Communication Strategy Position Organization

Nation branding needs a strategy Audit Clear Objectives Core common symbol Cooperation and commitment Meaningful Managed properly and consistently The Policy Coordinate Control Decide The organization

Marketing Communication Strategy Personal Selling –Nation’s representation –Government representatives PR/Publicity –Cultural institution such as British Council, Goethe Institut.. –Famous people Promotion –Development funds, subsidies,… Advertising –TV, Press, Place…

Leverage Culture and heritage HumanityDistinct brand Culture And Heritage Country’s Image

Lessons Branding is often created by the others, and therefore uncontrollable although manageable Easy to use the existing good reputation, but difficult to beat bad reputations. The role of the government should be precise and clear in order to control or create the nation brand. When facing drastic changes in environment, maintain the existing brand/image or try to create a new one is often a difficult decision.

Successful re-branding : SPAIN 1975 Poverty - Autarchic- Remote

Successful re-branding : SPAIN GOVERNMENT Promotion Agencies Artists Individuals Media

Successful re-branding : SPAIN –The creation of successful international business schools –The growth of multinational investments –The flourishing of the art –The Barcelona Olympics –And the Seville International Exhibition of 1992

In Heaven, the French are the cooks, the British are the policemen, the Germans are the engineers, the Italians are the lovers and the Swiss are the organizers. In Hell, the British are the cooks, the Germans are the policemen, the French are the engineers, the Swiss are the lovers and the Italians are the organizers

There is hope for all places…. ”A place’s potential depends to a lesser degree on location, climate and natural resources than it does on its human will, skill, energy, values and organisation” (Kotler et al. 1999:27)

Example of a nation branding advertising European song contest –Annual TV show where singers from different countries compete, between each singer, there is a post card from the country hosting the show –Last year, 166 million viewers –Held in the country of the winner of the former edition –We’re going to show some samples of the 1996 edition in Norway. –Four postcards, nature, steel industry, extreme sports and fishing industry