a brand like no other: nation branding

A BRAND LIKE NO OTHER:NATION BRANDING

PRESENTED BY ALEX JASPERSE | May 2010

IMAGE: http://blog.makezine.com/163875483_ac9afc9e6d.jpg

To begin...

“Each nation has a distinct experience and character, something special to offer the world to express for itself. Nations are individualities with particular talents

and the possibilities of exploiting those talents.”

Nationalism (1998) by Craig Calhoun. Page 45.

So why brand a nation?In a globalized world in which we now live, every place has to compete with every other place for share of mind, share of income, share of talent and share of voice.

NATION BRANDINGThe reduction of a nation’s complexities into single, bite-sized stereotypes.

“...nation branding allows national governments to better manage and control the image they project to the world, and to attract the “right” kinds of investment, tourism, trade, and talent, successfully competing with a growing pool of national contenders for a shrinking set of available resources.”

Living the Brand by Melissa Aronczyk. Page 2.

NATION BRAND

TOURISM

IMMIGRATION/INVESTMENT

EXPORTS

GOVERNANCECULTURE/HERITAGE

PEOPLE

SOURCE: Anholt-GfK Roper

A branding roadmap: the nation branding hexagon

NATION BRAND

TOURISM

IMMIGRATION/INVESTMENT

EXPORTS

GOVERNANCECULTURE/HERITAGE

PEOPLE

Cool idea... but what is its actual value?

Let’s take a quick look at this dimension

$504.9 billionTotal Stock of FDI in Canada (2008)

A country’s brand is a clear and simple measure of its ‘license to trade’ in the global marketplace, and the acceptability of its people, products and services to the rest of the world.

INVESTMENT/

IMMIGRATION

Q: Would you let these men brand Canada?

Well, they have..

“...citizens carry “the microbes of the brand” and “infect” those with whom they come into contact. This role is described variously as a “brand ambassador,” “brand champion,” “brand exemplar,” or “brand carrier.””

Living the Brand by Melissa Aronczyk. Page 14.

Who else gets to brand a nation, then?

GOVERNMENTS

MASS MEDIA

CITIZENS

TOURISTS

The Nation Branding Frontline

BUSINESSE

S

Some of Canada’s brand ambassadors

It’s perfectly okay to invent a brand in the private sector, but not in the case of a nation.

≠The nation brand ultimately has to reflect the will and genius of the people.

IMAGE: http://multiplicity.zhdk.ch/web/media/Basis%20Images/NationBrandingWorldMap_Crop.gif

Nation Branding in South America

Arguably, all of these are invented nation brands...

...so are these ones, too.

South Africa – Alive with possibility

Spain – San Siro

India – Incredible India

Thailand – Amazing Thailand

Malaysia – Truly Asia

Costa Rica – Peaceful Destination

Iceland – Iceland naturally

Egypt – Where It All Begins

Bolivia – The authentic still exists

Estonia – Positively Transforming

Is this global identifier instantly recognizable as the GoC?

Awareness“Have you seen this symbol before?” Percentage of general public saying “YES” in 1999.

CANADA 77%

Quebec 83%

Ontario 77%

B.C. 76%

Sask./Man. 75%

Atlantic 74%

Alberta 71%

Small Business 74%

Men 80%

Women 74%

18-34 yrs 86%

35-54 yrs 78%

55+ yrs 66%SOURCE: http://www.tbs-sct.gc.ca/fip-pcim/canada_doc-eng.asp

Recognition“This symbol is used by all Canadian organizations or the Government of Canada?”

Government of Canada 81%

All Canadian Organizations

17%

Don’t Know 2%

SOURCE: http://www.tbs-sct.gc.ca/fip-pcim/canada_doc-eng.asp

+/- 12 MILLION CANADIANS IN

CONTACT WITH THIS SYMBOL PER

MONTH

77% NATIONAL AWARENESS

ATTACHED TO$504.9 BILLION

IN FDI

THE BIG PICTURE

30 YEARS IN USE

Canada has a nation brand. Strong, online nation communication is the next step.