“If countries were cars, which would be the fastest, the safest and the sexiest? The answers are no accident. Nations are increasingly calling on advertising agencies to rebrand them as they have done other big business”, writes journalist Jo Bowman. He has written such a good story for CNBC magazine on the field of nation [...]
FutureBrand’s nation branding video marathon
Following the release of their Country Brand Index, the study’s authors FutureBrand uploaded several videos in which Tim Riches, Chief Growth Officer, Asia Pacific at FutureBrand, reviews the nation brand rankings of 5 Asian-Pacific countries: Australia, China, Indonesia, Japan and Singapore. Maybe a bit late, but here they are:
About Brand Australia at the Country Brand [...]
Wally Olins on his Branding Poland project
This is a conversation between branding guru Wally Olins and Polish magazine Brief.pl representatives. In the conversation, Wally Olins explains some of the fundamentals of nation branding, the Poland nation brand case and context, the similarities with Spain, the differences between nation branding and commercial branding, and explains “blandly” why the Branding Poland project had [...]
“Branding” Liechtenstein
Liechtenstein is a tiny central European country between Switzerland and Austria, whose mainstay is banking. Back in 2000, the OECD put the country on a blacklist due to suspicions about money-laundering and these news impacted on the country’s good name. Liechtenstein’s increasingly known reputation as a tax haven was starting to limit its future prospects, [...]
Greece’s image into the storm
Like Iceland, Dubai, Latvia and a few others before, the relatively small country of Greece has been on the eye of an economic storm recently. Its economy has been put in doubt, its stats have been questioned, and the nation as a whole has been given a cold shower of realism and humility.
Greece is facing [...]
10 things nation branding ain’t
Nation branding is many things and could be defined in many different ways, but nation branding certainly ain’t the following:
It ain’t just about tourism. Nation branding is about developing an identity encompassing tourism but also FDI, public diplomacy, exports, culture, sports, migrants, international relations…
It ain’t just a logo. One colorful and sexy logo with no [...]
Why brand a nation: a conversation with Simon Anholt and Wally Olins
This is a conversation, or rather an interview, conducted by South African marketing and branding consultant Thebe Ikalafeng. In this interview, he asks nation branding experts Simon Anholt and Wally Olins on nation branding, the branding issues developing countries face, and goes deeper on how South Africa can sketch a nation brand that helps the [...]
Wally Olins keynote: The Nation And The Brand And The Nation As A Brand
No need to introduce Wally Olins, one of the world’s most recognised experts and leading thinkers in the field of branding. As the opening speaker of the Typo 2001 Brands forum, he spoke about nation, brands and nation brands.
The Nation And The Brand And The Nation As A Brand – Part 1:
The Nation And [...]
What does having a good nation brand really mean
What does having a strong nation brand really mean in practical terms? Many things of course, but generally speaking countries enjoying a good (and strong) nation brand typically enjoy at least these 10 benefits:
They are better at attracting talent – people like scientists, researchers, students or entrepeneurs are better disposed to move there than to [...]
Nation Branding: building the image of a nation
As everybody involved in the nation branding field is well aware of, nation brands, or the image of a nation, rather than built is prompted (you don’t build it, as it exists in the minds of people only, but you prompt that mental image to change through strategically-aligned actions) but don’t get misleaded by this [...]
