Overview - Revision history

Wikieditor: /* Common Errors */

2017-11-22T15:42:52Z

‎Common Errors

Wikieditor: /* Efficiency of Campaigns */

2017-11-22T15:41:53Z

‎Efficiency of Campaigns

Wikieditor: /* Type of Countries/Places that should initiate a Branding Strategy */

2017-11-22T14:53:32Z

‎Type of Countries/Places that should initiate a Branding Strategy

Wikieditor: /* Type of Countries/Places that should initiate a Branding Strategy */

2017-11-22T14:51:34Z

‎Type of Countries/Places that should initiate a Branding Strategy

Wikieditor: /* Common Errors */

2017-11-22T12:17:11Z

‎Common Errors

Wikieditor: /* Common Errors */

2017-11-22T12:06:18Z

‎Common Errors

Wikieditor at 12:03, 22 November 2017

2017-11-22T12:03:39Z

Wikieditor: /* Efficiency of Campaigns */

2017-11-22T11:13:42Z

‎Efficiency of Campaigns

Wikieditor: /* Efficiency of Campaigns */

2017-11-22T10:46:29Z

‎Efficiency of Campaigns

Wikieditor: /* Earlier Approaches */

2017-11-22T10:27:38Z

‎Earlier Approaches

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 === Common Errors ===
-- Country Branding is not a quick fix. A country needs a sustainable development model to be able to attract investment and tourism and to portray a good image of itself to the rest of the world.
+Country Branding is not a quick fix. A country needs a sustainable development model to be able to attract investment and tourism and to portray a good image of itself to the rest of the world.
-−
 - Dr Gerlinde Manz-Christ states "it takes years, a lot of constant effort and hard work to firmly establish and then further develop a country brand. The belief by countries that they ought to be doing country branding, especially when they see all their neighbours doing it, has led to much misguided investment that does little to change anyone’s mind about where they’ll travel to, invest in or who they’ll hire."

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 Nevertheless, as much as the field of Country Branding made its start with a lot of enthusiasm, some skepticism started to grow in recent years. There have been some doubts around the use of the word “branding”, as it was looked at by many countries and agencies as a way of hoping for a quick fix for a country’s positioning.
-[[Simon Anholt]] states that: “Nation branding does not exist; it is a myth, and rather a dangerous one. The idea that it is possible to ‘do branding’ to a country (or to a city or region) in the same way that companies ‘do branding’ to their products and services, is vain and foolish.”[http://kommunikationsmaaling.dk/artikel/why-nation-branding-does-not-exist/].
+-[[Simon Anholt]] states that: “Nation branding does not exist; it is a myth, and rather a dangerous one. The idea that it is possible to ‘do branding’ to a country (or to a city or region) in the same way that companies ‘do branding’ to their products and services, is vain and foolish.”[http://kommunikationsmaaling.dk/artikel/why-nation-branding-does-not-exist/].
-According to [[José Filipe Torres]] one of the problems is that “Country Branding has been used incorrectly and inconsistently. Most of the time country Branding has been used with several objectives at the same time, such as attraction of tourism; attraction of trade; public diplomacy; national pride, among many others. However, this is a utopia because most of the objectives are antagonistic. Objectives for tourism are completely different from trade and trying to feet the two together will only create resistant internally and confusion externally. There for that’s way most of the country brand strategy has bad reputation.”
+- Nicolas Papadopoulos, A country branding Scholar stresses that "Branding is still a fad. Lots of cities, regions, provinces and countries have jumped on the bandwagon and are starting to do place branding, and that’s why there are so many errors and examples of poor performance. But in the long run, I think it will work. Place branding makes sense. The future is good. The whole business will mature."
 == Building a Country Branding Strategy ==

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 === Type of Countries/Places that should initiate a Branding Strategy ===
-This aspect should be, of course, looked at on a case-by-case basis. However, generally, every country or city that enjoys relative political stability can initiate a country branding strategy. It may be that countries that have suffered with reputation the past need branding more urgently to highlight to the world their positive aspects but any country/nation/region or city can participate in branding.
+This aspect should be, of course, looked at on a case-by-case basis. However, generally, every country or city that enjoys relative political stability can initiate a country branding strategy. It may be that countries that have suffered with reputation in the past need branding more urgently to highlight to the world their positive assets but any country/nation/region or city can participate in branding.
 - Aparna Sharma, founding member and former CEO of the India Brand Equity Foundation asserts that “Nation branding is an essential strategy to project, position and promote a country. The established goals of nation branding vary across the spectrum from attracting high quality investments, to recruiting the best and the brightest, wielding political influence, exporting goods and services and attracting tourism.”

@@ Line 202: / Line 202: @@
 === Type of Countries/Places that should initiate a Branding Strategy ===
-This aspect should be, of course, looked at on a case-by-case basis. However, generally, every country or city that enjoys relative political stability can initiate a country branding strategy.
+This aspect should be, of course, looked at on a case-by-case basis. However, generally, every country or city that enjoys relative political stability can initiate a country branding strategy. It may be that countries that have suffered with reputation the past need branding more urgently to highlight to the world their positive aspects but any country/nation/region or city can participate in branding.
 === Example of a Strategy Building Process ===

← Older revision		Revision as of 12:17, 22 November 2017
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	- Dr Gerlinde Manz-Christ states "it takes years, a lot of constant effort and hard work to firmly establish and then further develop a country brand. The belief by countries that they ought to be doing country branding, especially when they see all their neighbours doing it, has led to much misguided investment that does little to change anyone’s mind about where they’ll travel to, invest in or who they’ll hire."		- Dr Gerlinde Manz-Christ states "it takes years, a lot of constant effort and hard work to firmly establish and then further develop a country brand. The belief by countries that they ought to be doing country branding, especially when they see all their neighbours doing it, has led to much misguided investment that does little to change anyone’s mind about where they’ll travel to, invest in or who they’ll hire."

		+	- [[Simon Anholt]] has asserted that “confusing tourism promotion with nation branding is a common mistake, selling vacations is quite different from improving its overall image, and getting more tourists can indeed be achieved, partly, through good marketing.”

	- A place branding strategy cannot solve all of the problems a country has at the same time: it cannot be about tourism, attracting investment and promoting exports at the same time. Specific objectives should be set at the beginning of the strategy building. According to Mr. [[José Filipe Torres]], the strategy cannot even be the same for trade, tourism and talent, because the target groups and the objectives are completely different: “A country is not one brand, it should be 3 brands. Different target audiences, different needs, and different institutions. There is never going to be a common agreement. If there is, then you have the problem from my previous point: too many bland messages.” [http://nation-branding.info/2009/06/17/exclusive-interview-country-branding-consultant-jose-filipe-torres/]		- A place branding strategy cannot solve all of the problems a country has at the same time: it cannot be about tourism, attracting investment and promoting exports at the same time. Specific objectives should be set at the beginning of the strategy building. According to Mr. [[José Filipe Torres]], the strategy cannot even be the same for trade, tourism and talent, because the target groups and the objectives are completely different: “A country is not one brand, it should be 3 brands. Different target audiences, different needs, and different institutions. There is never going to be a common agreement. If there is, then you have the problem from my previous point: too many bland messages.” [http://nation-branding.info/2009/06/17/exclusive-interview-country-branding-consultant-jose-filipe-torres/]

← Older revision		Revision as of 12:06, 22 November 2017
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	- Country Branding is not a quick fix. A country needs a sustainable development model to be able to attract investment and tourism and to portray a good image of itself to the rest of the world.		- Country Branding is not a quick fix. A country needs a sustainable development model to be able to attract investment and tourism and to portray a good image of itself to the rest of the world.
		+

	- Dr Gerlinde Manz-Christ states "it takes years, a lot of constant effort and hard work to firmly establish and then further develop a country brand. The belief by countries that they ought to be doing country branding, especially when they see all their neighbours doing it, has led to much misguided investment that does little to change anyone’s mind about where they’ll travel to, invest in or who they’ll hire."		- Dr Gerlinde Manz-Christ states "it takes years, a lot of constant effort and hard work to firmly establish and then further develop a country brand. The belief by countries that they ought to be doing country branding, especially when they see all their neighbours doing it, has led to much misguided investment that does little to change anyone’s mind about where they’ll travel to, invest in or who they’ll hire."

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 The results in terms of brand equity and brand recognition are almost impossible to measure and, even when they can be measured, it is very hard to isolate a direct relationship between a campaign and the perception of a country’s image. For this reason, the only way to look at the result of the country branding strategy is by setting the GDP growth and economic objectives.
 === Common Errors ===
 - Country Branding is not a quick fix. A country needs a sustainable development model to be able to attract investment and tourism and to portray a good image of itself to the rest of the world.
 - A place branding strategy cannot solve all of the problems a country has at the same time: it cannot be about tourism, attracting investment and promoting exports at the same time. Specific objectives should be set at the beginning of the strategy building. According to Mr. [[José Filipe Torres]], the strategy cannot even be the same for trade, tourism and talent, because the target groups and the objectives are completely different: “A country is not one brand, it should be 3 brands. Different target audiences, different needs, and different institutions. There is never going to be a common agreement. If there is, then you have the problem from my previous point: too many bland messages.”  [http://nation-branding.info/2009/06/17/exclusive-interview-country-branding-consultant-jose-filipe-torres/]

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 Since Country Branding is not an exact science and the process takes time to give results, it is hard to say for certain if a campaign succeeded or not.
-However, a few cases have been recognized as success stories. Many authors have, for instance, mentioned Spain, the United Arab Emirates, Croatia and Scotland in the list of the success story campaigns. After Franco, Spain was able to reposition itself as a vibrant and modern country and replace the dark image that was generally perceived by the public. The United Arab Emirates is a good example of a country that created a sustainable tourism industry without initially having anything to offer: “It doesn’t have the Eiffel Tower, it doesn’t have the pyramids, it’s very hot, it doesn’t have the world’s most beautiful beaches, but there’s something about it that intrigues people and, arguably, a lot of that is that they started promoting themselves” writes journalist Jo Bowman in this article; http://nation-branding.info/2010/03/13/great-cnbc-story-on-nation-branding/
+However, a few cases have been recognized as success stories. Many authors have, for instance, mentioned Spain, the United Arab Emirates, Croatia and Scotland in the list of the success story campaigns. After Franco, Spain was able to reposition itself as a vibrant and modern country and replace the dark image that was generally perceived by the public. The United Arab Emirates is a good example of a country that created a sustainable tourism industry without initially having anything to offer: “It doesn’t have the Eiffel Tower, it doesn’t have the pyramids, it’s very hot, it doesn’t have the world’s most beautiful beaches, but there’s something about it that intrigues people and, arguably, a lot of that is that they started promoting themselves” writes Rina Plapler in this article; http://nation-branding.info/2010/03/13/great-cnbc-story-on-nation-branding/
 Nevertheless, as much as the field of Country Branding made its start with a lot of enthusiasm, some skepticism started to grow in recent years. There have been some doubts around the use of the word “branding”, as it was looked at by many countries and agencies as a way of hoping for a quick fix for a country’s positioning.

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 The main shift in the management approach of public authorities can be linked to the 1985 conference in Orleans where “academics, businessmen and policy makers from eight large cities in seven advanced capitalist countries” came together to discuss the benefits of governments and public entities being more proactive. At the end of the conference, there was a general consensus that there was a need to shift from “managerialism” to “entrepreneurialism”. To ensure a place’s economic development in an advanced capitalist world, places needed to do more than just manage the life of people. It was necessary to find ways to bring in more wealth and sustainable development by using new marketing tools. (Ward,S: Selling Places: The Marketing and the Promotion of Towns and Cities 1850-2000,Spon Press, London, UK, 1998)
-[https://en.wikipedia.org/wiki/Wally_Olins], (December 19, 1930 – April 14, 2014) was a British practitioner of corporate identity and branding who was Chairman of Saffron Brand Consultants. Olins, could be referred to as the "father of country branding" as he advised many of the world’s leading organizations on identity, branding, communication and related matters. Olins was awarded a CBE in 1999. He was nominated for the Prince Philip Designers Prize in 1999 and received the Royal Society of Arts’ Bicentenary Medal in 2000. He was given the D&AD President’s Award in 2003 and the Reputation Institute's first ever Lifetime Achievement Award in 2006. Olins was an Honorary Fellow of St. Peter's College Oxford and in 2013 was awarded an Honorary Professorship at UPC in Lima, Peru.
+[https://en.wikipedia.org/wiki/Wally_Olins Wallace 'Wally' Olins], (December 19, 1930 – April 14, 2014) was a British practitioner of corporate identity and branding who was Chairman of Saffron Brand Consultants. Olins, could be referred to as the "father of country branding" as he advised many of the world’s leading organizations on identity, branding, communication and related matters. Olins was awarded a CBE in 1999. He was nominated for the Prince Philip Designers Prize in 1999 and received the Royal Society of Arts’ Bicentenary Medal in 2000. He was given the D&AD President’s Award in 2003 and the Reputation Institute's first ever Lifetime Achievement Award in 2006. Olins was an Honorary Fellow of St. Peter's College Oxford and in 2013 was awarded an Honorary Professorship at UPC in Lima, Peru.
 Finally, many authors also agree that globalization had an important role in the development of the field of country branding. As [[José Filipe Torres]], a consultant in the field, would say: "Convergence of cultures, European Union extension, emerging economies looking West, affordable tourism destinations and of course Internet, made all countries and geographies realize that they too, can have an influence on their inflow and outflow of residents, tourists and investors. All of a sudden, geographies started communicating ferociously in major tourism and economic publications, dreamful ideas that their location was in fact the best place to visit or invest." (Torres, José F.: How Country branding, as a professionalized service, was born, July 2009 available at: http://countrybranding-josefilipetorres.blogspot.com.es/2009/07/how-country-branding-as.html)