In today’s increasingly global marketplace, where plethora of choice and successful mass production have resulted in thousands of advertising messages bombarding us every day, it is interesting to note the rise of the brand. As a measure of quality, consistency and trust in a company’s products and services, the brand has taken centre stage in…
Some weeks ago we reported about the Branding Bulgaria conference, where one of the main speakers was the reknown Simon Anholt. Now it’s the turn for neighbouring Turkey to ask the British expert for his opinion. An article by the Turkish newspaper Hurriyet follows. Successive Turkish governments have spent hundreds of millions of dollars to…
Latvia has in the past devoted forces to manage its national image – its nation brand. The former director of the Latvian Institute Ojars Kalnins himself showed a great interest in nation branding, and just a few months ago we refered to one of his texts, where he imagined Latvia as a country providing fresh…
As most of you known, South Korea is embarked on an ambitious nation-branding project. While the country is almost leading the way by incorporating many good tactics and strategies, it’s also true that the programe has a darker side – the country’s invention of a custom-made nation brands index, something we discussed here. This index…
We’ve written about Ukraine’s nation branding issues before, but all efforts to bolster nation’s poor international image risk being undermined by widening political credibility gap, writes Kateryna Zarembo. Ever since independence Ukraine has struggled with a poor international image. Despite being Europe’s largest country and one of the continent’s most strategically important nations, Ukraine has…
We’ve reported about Lithuania’s nation branding issues before. Some proposed the idea of changing Lithuania’s country name back in 2008, London-based Saffron Consultants were hired to develop a strategy for Lithuania’s brand in 2009, and we reported on how that strategy turned into video in 2010. Still today, Lithuania seems to be looking for new…
Even if you’ve been living under a rock, chances are you have heard about China’s impressive economic growth and its continuing rise as an important global player. A few weeks ago, the Senate Foreign Relations Committee released an informative report on the disparities between Chinese and American public diplomacy activities today. Most importantly, the report,…
In the last weeks we’ve tracked Wally Olins (not Wolff Olins as some say) involvement with Poland. We published a video about Wally Olins on Brand Poland, and the following week we published the entire speech (Wally Olins’ keynote speech in Poland). Now here’s an article written by Wally Olins himself on Poland’s nation branding….
Countries like Canada and New Zealand would benefit from a global branding strategy, writes Daryl Copeland. Yesterday evening I was in Gore, a smallish town of about 10,000 way down near the bottom of the South Island of New Zealand. The motor camp in which I stayed did not yet have internet service – most…
Bulgaria is one of those countries that emerged to the world after the fall of the Iron Curtain, but that hasn’t made itself an identifiable image yet. The country is now thinking about what’s Bulgaria image now, how it has changed since 1989 and how the country can prompt it to go to the desired…
Dorie Clark, CEO of Clark Strategic Communications, is a marketing and communications consultant. She’s written a small piece on why Costa Rica is a winning brand from the touristic point of view: I recently returned from a trip to Costa Rica — and along the way, discovered that almost everyone I know has either traveled…
As India asserts itself within the ever-evolving global power dynamic, India is having a vibrant discussion about public diplomacy and nation-branding, and how to engage in channels of public diplomacy as a means to project its emergence. One such platform for this discussion is found in the India Future of Change initiative. The India Future…
