We’ve argued before that commercial brands coming from emerging countries such as Brazil, China and India should use their nationality as a marketing asset more, and that they can do it across many industries. But they are not alone. Even…
Tag: japan
Survey on Brand Japan published
Following the March 11 disaster, Interbrand conducted a survey to understand changes in the way “Brand Japan” is perceived overseas. The survey looked at changes in perceptions about Japan before and after the disaster among consumers in the United States,…
Japan’s involuntary re-branding
Japan’s reputation as a safe and efficiently-governed country has been negatively altered since the multiple disasters of March this year, but it would be a myopic mistake to think that things were fine before then. The truth is that Japan’s…
Branding a country – the Nippon-Nordic Confederation
Welcome to the Nippon-Nordic Confederation – a new country sitting on the globe’s top. This new nation is our inventive approach to what an imaginary country would be like if Tyler Brûlé, former Wallpaper* magazine founder and current editor-in-chief of…
How countries introduce themselves at the Shanghai Expo
Earlier this week we looked at how countries have taken different tactics in their nation branding efforts at the Shanghai’s World Expo. But, how do these approaches render in real life? Once again, as the leading field researcher from the…
Historical issues handicap Japan’s nation brand
In a previous post about brand Korea, reference was made to a series of articles about Korea’s branding which were being published at the Korea Times newspaper. In this occasion, the same paper publishes an article which circundates about how…