nation branding vs commercial branding by dr. alan c. middleton

Nation Branding versus Commercial Branding– Similar Principles,

Different Practices

- a presentation by Dr. Alan C. Middleton

- Leger Marketing- September 23rd 2009

“Brands – both domestic and international – have almost always appeared in the past as a consequence of certain levels of market sophistication and economic and social development……………it is feasible to fast track the creation of export brands……a wide range of benefits can accrue to both the company and its home country.

I would argue that the development of international brands is, in today’s globalized world, as inevitable and essential as the development of domestic brands has been in the past.”

Simon Anholt 2006

Agenda

• Commercial Branding• Nation Branding• Examining the National Branding Virtuous

Circle• Nation Brand Planning• Conclusions

Global Brandscape #1 - Commercial CocaCola IBM Microsoft GE Nokia McDonald’s Google

Toyota Intel Disney HP MercedesBenz Gillette Cisco BMW YvesSaintLaurent LouisVitton Marlboro Honda Samsung Apple H&M AmericanExpress Pepsi Oracle Nescafe Nike SAP Ikea Sony Budweiser UPS HSBC Canon Kelloggs Dell Citi JPMorgan GoldmanSaks Nintendo ThomsonReuters Gucci Philips Amazon L’Oreal Accenture eBay Siemens Heinz Ford Zara Wrigley Colgate AXA MTV Volkswagen Xerox Morgan Stanley Nestle Chanel Danone KFC Adidas Blackberry Yahoo Audi Caterpillar Avon Rolex Hyundai Hermes Kleenex UBS Harley-Davidson Porsche Panasonic Tiffany Cartier Gap

Source: Interbrand Most Valuable Global Brands 2009 (issued September 19th)

Commercial Branding

Canada Brandscape #1 - CommercialRBC Blackberry TDCanadaTrust Manulife Bell

Scotiabank Loblaws Bombardier BMO CIBC Rogers ShoppersDrugMart Telus CN Petro-Canada CanadianTire SunLifeFinancial AirCanada ESSO TimHortons Enbridge CanadianPacific YellowPages ShawCommunications LondonLife Magna SNC-Lavalin CanWest Qubecor CanadaLife NationalBankofCanada Great-WestLife Sobeys EnCana RONA Macs/CoucheTarde Barrick Sears Husky MapleLeaf Metro ING CanadaBread Aeroplan Cognos JeanCoutu MTS BrookfieldProperties

Source: Brand Finance Canada’s Most Valuable Brands 2009

What is a Brand

To the target group,- a promise of benefits consistently delivered

with the highest level of satisfaction versus direct and indirect competitors

Canada Brandscape # 2 - Commercial

Google Sony TimHortons Presidents Choice ShoppersDrugMart Staples Panasonic Kraft Toyota CanadianTire Subway Rona TheHomeDepot Honda CTV Sears Purolator Samsung HomeHardware CBC Westjet GE McCain The Bay FedEx Nestle IBM Apple Costco/PriceClub Zellers Microsoft P&G CanadaPost Yahoo Molson Mazda Cineplex Labatt Nissan ViaRail Bayer Pepsi-Cola Coca-Cola Macs LG Bombardier FutureShop CN TDCanadaTrust GlobeandMail UPS Sleeman Wendy’s SecondCup Motorola L’Oreal Harveys RBC/Royal Bank BMO/BankofMontreal Alcan BestBuy Scotiabank Rexall/PharmaPlus 7-Eleven Grand’nToy Quiznos Hyundai RIM

Source: Leger Marketing Top companies in Canada in reputation and awareness 2009

What makes a Commercial Brand

Name, Company, Logo/Symbol, Physical space/design, Product(design + performance), Employees, Service, Guarantee, Distributor reputation/display, Price, PR/Publicity, Consumer Promotion,

Advertising Media and Message, Direct Marketing, Perceived users, Current word of

mouth, Historical associations, competitor’s historical/current activity.

internal culturesocial capital

shared valuesand meaning

(zeitgeist)

Community

Commerce

Culture

Role of brand

Mission-critical employee recruitment, retention and engagement

Building strong community connections(place-based and virtual)

Brand Ecology: Commerce, Culture and Community

Keeping pace with evolving cultural and social mores

Brand Management Principles

1. Identify target audiences, their needs/wants and the benefits your brand can deliver

2. Determine core values/essence of the brand3. Recognise the stages of Brand Building:i) Differentiation )ii) Relevance )............Brand Vitalityiii) Esteem )iv) Familiarity ).............Brand Stature

Source: Y&R BrandAsset Valuator - BAV /Landor

Brand Management Principles

4. Ensure the product/service delivers the benefit based on the distinctive essence of the brand:

- Commercial: both function and image/personality

- Culture: internal and impact externally- Community: be current with business

environment issues5. Track progress versus goals and competitors

Nation Branding

Nation Brands

Nation Branding

“the unique multi-dimensional blend of elements that provide the nation with culturally grounded differentiation and relevance for all of its target audiences”

Keith Dinnie 2008

Nation Branding

“A nation brand is like the proverbial super tanker which takes five miles to change course and eight miles to stop.

In many cases all that the ‘managers’ of the nation brand can realistically hope to do is to identify and isolate the positive existing perceptions of the country and calculate how to enhance whatever contributes to these in the country’s external communications, while downplaying anything that doesn’t.”

Simon Anholt 2006

Nation Branding

“…what really seems to make a difference to the images of countries is when they become dedicated to developing new ideas, policies, laws, products, services, companies, buildings, art and science.”

Keith Dinnie 2008

Global Brandscape # 2 - Nations

Germany France UK Canada Japan Italy US Switzerland Austria Sweden Spain Netherlands Norway Austria Denmark Scotland NewZealand Finland Ireland Belgium Brazil Russia Iceland Singapore Argentina Mexico India Hungary China Poland CzechRepublic Egypt SouthKorea Thailand Taiwan Turkey SouthAfrica Chile Malaysia Peru Romania Lithuania Indonesia Estonia Arabia Cuba Ecuador SaudiArabia Nigeria Iran

Source: Anholt’s Nation Brand Index 2008: tourism, people, exports, governance, culture & heritage, investment & immigration

Nation Branding

Countries are more complex than just commercial or cultural interests, but must be pro-actively managed:

• Three issues are directly impacted by and impact country reputation:

- FDI- Tourism- Country of Origin effects on goods and services• Commercial brands are increasingly transmitting

national culture• Brand informed images may negatively stereotype

countries• Tourism pushes certain images that may negatively or

positively impact other commercial and/or political sectors

What makes a Nation brand Name, Flag/Symbols, physical space, vivid

flora, fauna and animal/bird/insect life, Government type and policies, legal system and practice, cultural products and habits (art, music, dance, food, beverage etc) commercial products/services it is best known for, citizen’s ethnic origins and behaviors, service given to visitors, agents who represent it, cost of living and visiting, PR/Publicity, consumer promotion, advertising media and message, direct

marketing, current word of mouth, historical associations, competitor’s historical/current activity

Nation Brand Planning

People Promoting Tourism

Culture Brand Strategy Exporting Brands

Inward Investment (FDI) Foreign & Domestic recruitment policy

Source: Simon Anholt National Brand Hexagon 2006

Nation Branding

Active Nation Branding Strategies:- Britain- Egypt- Germany- New Zealand- Scotland- South Korea- Spain

Benefits of a Positive Nation Brand Image

• Increase currency stability• credibility and confidence by investors• Manage ratings• Increase political influence• Export growth of branded products and services• Inbound tourism and investment• Better international partnerships• Nation building (confidence, pride, harmony, ambition,

national resolve)• Transparency aid• Manage environment and human rights reputation• Access to broader global markets• Aids competitive advantage for governments and

commercial enterprises domestically and internationally.

Source: Paul Temporal 2001

The Nation Branding Virtuous Circle

Commercial Brands

FDI Tourism

National Identity/Activity

Strong Commercial – Nation BrandsTop Ten• US• England• Scotland• France• Germany• Japan• Scandinavia• Switzerland• South Korea• Italy

Minor Country Brands• Australia• Holland• Ireland• Canada• New Zealand• Finland• Spain• Taiwan• Wales• Portugal• Belgium

Source: Simon Anholt

Nation Transformations

• Japan• Taiwan• South Korea• Ireland• Denmark• New Zealand• China• India


Commercial Brands

FDI Tourism


Global Brandscape #3 Tourism

France Spain USA China Italy UK Germany Ukraine Turkey Malaysia Mexico Greece Austria Russia Canada HongKong Poland Thailand Macau Portugal SaudiArabia Netherlands Egypt Croatia SouthAfrica Hungary Switzerland Japan Singapore Ireland Morocco UAE Belgium Tunisia CzechRepublic SouthKorea Indonesia Sweden Bulgaria Australia Brazil India Denmark Argentina Bahrain Vietnam DominicanRepublic Norway Taiwan Puerto Rico

World Tourist Organization 2007 (UNTWO World Tourism Barometer June 2008)

Canada’s Brand Challenge - Tourism

# 4 in overall regard

# 15 in tourist visits:- France 81.9 million- Spain, US, China 50 million+- Italy, UK, Germany, Ukraine, Turkey,

Malaysia, Mexico, Greece, Austria, Russia 20 million +

- Canada 17.9 million!!


Commercial Brands

FDI Tourism


GDP (US$ billions 2008*)

• US 14,204• Japan 4,909• China 3,860• Germany 3,653• France 2,853• UK 2,646• Italy 2,293• Brazil 1,613• Russia 1,608• Spain 1,604

#11 Canada 1,400• India 1,217• Mexico 1,086• Australia 1,015• South Korea 929• Netherlands 860• Turkey 794• Poland 527• Indonesia 514• Belgium 498

World Bank 2008 World Development Indicators Atlas method

July 2009

GNI/capita at PPP (2008)

• Norway (4) 58,500• Singapore (10) 47,940• US (11) 46,970• Switzerland(12) 46,460• Netherlands(18) 41,670• Sweden (22) 38,180• Austria (23) 37,680• Ireland (24) 37,350• Denmark (25) 37,280• Canada (27) 36,220• UK (28) 36,130• Germany (29) 35,940

• Finland (31) 35,640• Japan (32) 35,220• Belgium (33) 34,760• France (34) 34,400• Australia (35) 34,040• Spain (37) 31,130• Italy (39) 30,250• Greece (43) 28,470• South Korea (44)28,120• Israel (45) 27,450• New Zealand (50)25,090

Source: 2008 World Development Indicators Database

World Bank July 2009

Gini Index: Distribution of Family Income

• Gini coefficient is a measure of inequality developed by Italian statistician Corrado Gini. 0 = everyone has same income, 1= perfect inequality (one person has all the income). Gini index is the coefficient in percentage form

Denmark 24.7……the lowest Japan 24.9 Germany 28.3 Canada 32.6 France 32.7 Ireland 34.3 Australia 35.2 UK 36.0 India 36.8 Russia 39.9 US 40.8 China 46.9 Brazil 57.0 The highest is Sierra Leone at 62.9Source: UN Gini Index World Fact Book 2007/2008

Competitiveness World Economic Forum Global Competitiveness: 2009 2008 2007 2006 2005 Four indexes:

1. Switzerland US US Switzerland Finland Growth2 US Switzerland Switzerland Finland USA Macreconomic3 Singapore Denmark Denmark Sweden Sweden Public Institutions4 Sweden Sweden Denmark Denmark Taiwan Technology5 Denmark Singapore Germany Singapore Taiwan 6 Finland Finland Finland US Singapore 7 Germany Germany Singapore Japan Iceland 8 Japan Netherlands Japan Germany Switzerland 9 Canada Japan UK Netherlands Norway 10 Netherlands Canada Netherlands UK Australia 11 HK HK South Korea HK Netherlands 12. Taiwan UK HK Norway Japan 13. UK South Korea Canada Taiwan UK14. Norway Austria Taiwan Iceland Canada 15. Australia Norway Austria Israel - 16. France France Norway Canada - -

Source: WEF Sept. 2009

Centres of Commerce

1. London 79.172. New York 72.773. Tokyo 66.604. Singapore 66.165. Chicago 65.246. Hong Kong 63.947. Paris 63.878. Frankfurt 62.349. Seoul 61.83 10. Amsterdam 60.06

Source: 2008 MasterCard Worldwide Centres of Commerce Index: political framework, economic stability, ease of doing business, financial flow, Business centre, knowledge/information flow.

11. Madrid 58.3412. Sydney 58.3313. Toronto 58.1614. Copenhagen 57.9915. Zurich 56.8616. Stockholm 56.6717. Los Angeles 55.7318. Philadelphia 55.5519. Osaka 54.9420. Milan 54.73

32 Montreal 51.6037 Vancouver 51.10

Legal and Regulatory Issues

Transparency International 2008 (180 countries, business perceptions) Best Worst1. Denmark 9.3 40. Sth. Korea 5.6 173. Chad, Guinea

2. New Zealand 9.3 Sudan 1.63. Sweden 9.3 72. Mexico 3.6 176.Afgahnistan 1.54. Singapore 9.2 72. China 3.6 177. Haiti 1.4 Finland 9.0 80. Brazil 3.5 178. Iraq, Myanmar 1.36. Switzerland 9.0 85. India 3.4 180. Somalia 1.07. Iceland 8.9 147. Russia 2.1 8. Netherlands 8.99. Australia 8.710. Canada 8.711. Luxemborg 8.312. Austria 8.116 UK 7.718. USA 7.3 Source: TI 2008 Corruption Perceptions Index (CPI)

FDI in Canada

$billions 2005 2006 2007 2008

To US - - 233 220To Canada ($billions) 101 104 128 133To France - - 158 114To UK - - 224 109To China - - 84 92

Source: UNCTAD 2009


Commercial Brands

FDI Tourism


Commercial Brand Challenges – Country of Origin Effect

• Japanese electronics• French food• Italian fashion• American pop culture: movies, music, • British Food?• Canadian ?

Commercial products from Developing Nations

Brazil - coffeeChile – flowers, winesEgypt - tourismGreece – olive oilPhilippines - peopleRussia – diamonds, oil, vodkaThailand – food & cooking, tourism

Commercial Brands from Developing Nations

Brazil – Embraer, Marcopolo (bus bodies), PetrobrasChina – China Mobile, Haier, Lenovo, Shanghai Auto,

Tsing Tao beer, China – Hong Kong – Hutchinson WhampoaIndia – Infosys, Kingfisher, Mahindra, Tata, WiproIsrael – Jaffa, TevaMexico – Cemex, Cuervo, PemexSingapore – Banyan Tree & Shangri-la Hotels, Tiger BalmTaiwan - AcerTrinidad & Tobago –Angostura Bitters

Canada in Global Brandscape - Commercial

# 40 Thomson Reuters $8.4b + 1%# 63 Blackberry $5.1b + 7%

Source: Interbrand 2009

Commercial Brand Challenges - Canada

Commodities:- Agricultural products- Timber/building

materials- Minerals- Oil/gas- autos

Brands:- Blackberry- Bombardier- Cirque du Soleil- Four Seasons- McCain- Manulife/John Hancock- RBC- Scotiabank- Sun Life- Thomson-Reuters- Umbra


Nation Brand:- As a product brand………………like Blackberry- As an ingredient brand……..like Intel or Lycra (adds something to all aspects a country

touches)- As a corporate brand……….like Thomson

Reuters


Umbrella: Nation Brand

Endorsed brands: Tourism; Exports; Inward Investment; Talent attraction; Sports

Stand alone brands: Regions/cities/landmarks; products/services; sector-specific; skilled workers/university students; national teams and clubs; cultural & political figures


1. Identify target audiences, their needs/wants and benefits the nation brand can deliver:

- citizens/local organizations

- investors/other businesses - tourists - customers for export products/services - global/regional regulatory and political authorities - influencers: associations, clubs, Diaspora


2. Determine core values/essence of the brand:- who are we? Where do we come from?- the current core vision, mission and values- What do we do? What are we known for?

What do we do that we are not known for?- what do people (citizens, visitors,

institutions) now think about us ?- most vivid citizen and visitor experience with

it (advertising, personal stories, movies, literature etc.)

- difference versus competition

World Population 2008 (millions)

1. China 1,3262. India 1,1403. US 3044. Indonesia 2285. Brazil 1926. Pakistan 1667. Bangladesh 1608. Nigeria 1519. Russian Fed. 14210. Japan 12811. Mexico 106

12. Philippines 9013. Vietnam 8614. Germany 8215. Egypt 8216. Ethiopia 8117. Turkey 7418. Iran 7219. Thailand 6720. Congo 6426. Sth.Korea 49# 36. Canada 33• 2008 World Development Indicators: World Bank, July 2009

Human Development Index (2006)• Composite measure of measures for three dimensions: a

long healthy life, knowledge, and a decent standard of living. 100 is the high rating

Canada 96.7 (# 3) Australia 96.5 (# 4) Ireland 96.0 (# 5) Japan 95.6 (# 8) France 95.5 (#11) US 95.0 (#15) UK 94.2 (#21) Germany 94.0 (#23) Korea 92.8 (#25) Mexico 84.2 (#51) Brazil 80.7 (#70) Russia 80.6 (#73) China 76.2 (#94) India 60.9 (#132) The highest is Iceland at 96.8, the lowest Sierra Leone at 32.9Source: UN Human Development Report 2008

Hofstede’s Dimensions. (n= 53 countries+ 3 regions, not Russia)

• Power Distance Index (PDI) Score RankMexico 81 5=India 77 10=Brazil 69 14Hong Kong 68 15Sth. Korea 60 27Japan 54 33Argentina 49 35=US 40 38Canada 39 39

• Individualism Index. Score Rank

USA 91 1Canada 80 4=India 48 21Argentina 46 22=Japan 46 22=Brazil 38 26=Mexico 30 32Hong Kong 25 37Sth. Korea 18 43

Hofstede’s Dimensions(n= 53 countries + 3 regions, not Russia)

• Masculinity Index. Score Rank.Japan 95 1Mexico 69 6USA 62 15Hong Kong 57 18Argentina 56 20=India 56 20=Canada 52 24Brazil 49 27Sth. Korea 39 41

• Uncertainty Avoidance Index Score Rank

Japan 92 7Argentina 86 10=Sth. Korea 85 16=Mexico 82 18Brazil 76 21=Canada 48 41=USA 46 43India 40 45 Hong Kong 29 49=

Hofstede’s Dimensions.(n = 22 countries.)

• Long Term Orientation. Score Rank.China 118 1Hong Kong 96 2Japan 80 4Sth. Korea 75 5Brazil 65 6India 61 7USA 29 17Great Britain 25 18Canada 23 20

Communitarian

Synthesizing

Experiential

Endurance

Entrepreneurial

Skeptical

Collaborative

Multicultural

InternationalAdaptable

Chameleon


3. Establish Brand Key and Architecture:i) Key: - Competitive Environment- Target Groups- Human Truth- Benefits- Values & Personality- Reasons to Believe- Differentiator- Essence


3. Establish Brand Key and Architecture:

ii) Architecture:- Policy changes (sector encouragement)- MarCom strategy and how this impacts: FDI Tourism Commercial promotion

- How this integrates with other activities

Dinnie Model of Nation Brand Identity and Image

Nation-brand identity History, Language, Territory Political regime/Policies, Architecture, Sport, Literature, Art, Religion, Education, Icons, Landscape, Music, Food/drink, folklore.

Communicators of Branded exports, Diaspora,

Nation brand identity sporting achievements, Cultural artefacts, MarCom, Personalities, Tourism experience, Foreign Policy

Nation-brand image Audiences: Domestic consumers/firms, External

consumers/firms, Investors, Government, Media


4. Ensure the National elements of policy and promotion fit the benefits by target segment

- SWOT analysis

- play to strengths or to ‘unheralded’ strengths; reframe weaknesses - consistency and integration of effort - persist….continuous effort - MarCom use: events, movies, TV, advertising, promotion (subsidies) etc. - serendipity….make use of the unplanned/unexpected


5. Tracking and Adjustment:- Track progress versus competition on surveys

Conclusions

• Nation brands more complex and less controllable

• But can be developed through national policy; integrated promotional activity (investment, tourism, cultural promotion, tie-in with export promotion)

• Against targeted audiences in targeted geographies

Selected Bibliography A-BAaker D. (2004) “Brand Portfolio Strategy” pub. The Free PressAaker D. and Joachimstaler E. (2000) “Brand Leadership”, The Free PressAaker D. (1996) “Building Strong Brands”, The Free PressAaker D. (1991) “Managing Brand Equity”, The Free PressAaker D. and Biel A. (1993) “Brand Equity and Advertising” Lawrence Erlbaum

Associates Anholt S. (2006) “Brand New Justice” ElsevierAnholt S. “Nation Branding- a continuing theme” Journal of Brand Management

Sept.2002 Vol 10 #1 p59 -60Anholt S. “Foreword” to Nation Branding edition of Journal of Brand Management

April 2002 Vol 9 # 4-5 p229-239 Arnold D. (1992) “The Handbook of Brand Management” Addison-Wesley

PublishingAtkin D. (2004) “The Culting of Brands” PortfolioBeverland M. & Lindgreen A. “Using country of origin in strategy-the importance of

context and strategic action” Journal of Brand Management Nov.2002 Vol 10 # 2 p147-167

Blackwell R & Stephan T (2004) “Brands that Rock” John WileyBrand Finance (2005) “Canada’s Most Valuable Brands”Buzzell R. and Gale B.T. (1987) “The PIMS Principles” The Free PressCaldwell N. & Freire J “The Differences between branding a country, a region and a

city” Journal of Brand Management Sept. 2004 Vol.12 #1 p50-61

Selected Bibliography C - HClifton R., Simmons J et al (2004) “Brands and Branding” Economist/Bloomberg de Chernatony L. (2006) “From Brand Vision to Brand Evaluation” Butterworth-Heinemannde Chernatony L. and McDonald M.(2001)“Creating Powerful Brands” Butterworth HeinemannDavis S.M. and Dunn M. (2002) “Building the Brand-driven Business” Jossey-BassDavis S.M. (2000) “Brand Asset Management” Jossey-BassDinnie K. (2008) “Nation Branding” Elsevier Butterworth-HeinemannESOMAR (1992) “Seminar on the Challenge of Branding Today and in the Future”ESOMAR (1996) “Seminar on the Big Brand Challenge”Franzen G. & Bouwman M. (2001) “The Mental World of Brands” WARCGad T. (2001) “4-D Branding” Financial Times/Prentice HallGilmore F “A country – can it be repositioned?” Journal of Brand Management April 2002 Vol.9 # 4-5, p

281-293Gnoth J “Leveraging export brands through a tourist destination brand” Journal of P. (Brand

Management April 2002, Vol 9 # 4-5, p 263-280Gobe M. (2001) “Emotional Branding” Allworth PressGregory J.R. (2004) “The Best of Branding” McGraw HillGregory J.R. (1997) “Leveraging the Corporate Brand” NTC Business BooksHankinson G. & Cowling P. (1990) “The Reality of Global Brands” McGraw HillHanlon P. (2006) “Primal Branding” Free PressHanna J. & Middleton A.C. (2008) “Ikonica – a fieldguide to Canada’s Brandscape” pub. Douglas &

McIntyre

Selected Bibliography H - MHill S & Lederer C. (2001) “The Infinite Asset” Harvard Business School PressHine T. (1995) “The Total Package” Little Brown & CompanyHolt D. B. (2004) “ How Brands become Icons” Harvard Business SchoolInd N. (2004) “Living the Brand” Kogan PageInterbrand (2006) “Canada’s Best Brands”Jones J.P. (1986) “What’s in a Name- Advertising and the Concept of Brands’ Lexington BookKapferer J-N. (2000) “Strategic Brand Management” Kogan PageKeller K.L. (1998) “Strategic Brand Management” Prentice HallKleppe I.A., Iversen N.M., Stensaker “Country images in marketing strategies” Journal of Brand Management Sept. 2002 Vol.10 #1 p 61-74King S. ( 1984) “Developing New Brands” JWT LondonKoehn N.F. (2001) “Brand New” Harvard Business School PressKotler P. & Gertner D. “Country as brand, product and beyond” Journal of Brand Management April 2002 Vol 9 #4-5 p 249-261Kotler P. Haider D.H. & Rein I. (1993) “Marketing Places” The Free PressLindstrom M. (2005) “Brand Sense” Free PressLindstrom M and Andersen T.F. (2000) “Brand Building on the Internet” Kogan PageMcEwen W.J. (2005) “Married to the Brand” Gallup Press Macrae C. ( 1996) “The Brand Chartering Handbook” Addison-WesleyMark M. and Pearson C.S. (2001) “The Hero and the Outlaw” McGraw HillMiddleton A.C. (1997) “Private Label or Public Brand - Brand Meaning Contrasts between Retailer Brands and Manufacturer Brands of Grocery Packaged Goods” York University DissertationMiddleton A.C. and Dalla Costa J. (1997) “Advertising Works II” ICA and ACA

Selected Bibliography N - ZMiller J. & Muir D. (2004) “The Business of Brands” John Wiley & SonsMoote I (2003) “60 minute Brand Strategy” SA PressNeumeier M. (2003) “The Brand Gap” AIGA/New Riders Olins W. “Branding the Nation – the historical context” Journal of Brand Management April 2002 Vol.9 #4-5 p241-248Papadopoulos N. & Heslop L. “Country equity and country branding” Journal of Brand Management April 2002 Vol 9 #4-5, p 294-314Paswan A.K., Kulkami S. & Ganesh G “Loyalty towards the country, the state and service brands” Journal of Brand Management Feb. 2003 Vol.10 # 3 p 233-251Roberts K. (2002) “Lovemarks-the future beyond brands: powerHouse booksRook D.W. compilation ( 1999) “Brands, Consumers, Symbols and Research- Sidney

J. Levy on Marketing”, Sage PublicationsSartain L. & Schumann M. (2006) “Brand from the Inside” Jossey-BassSchultz D.E. & Schultz H.F. (2004) “Brand Babble” Thomson South-WesternSebock T.A. (1991) “A Sign is just a Sign” Indiana University PressSrikatanyoo N. & Gnoth J. “Country Image and international tertiary education” Journal of Brand Management Nov. 2002 Vol.10 #2 p139- 146Temporal P. (2001) “Branding in Asia” John Wiley and SonsTwitchell J.B. (2005) “Branded Nation” Simon & Schuster PaperbacksUpshaw L.B. (1995) “Building Brand Identity” John Wiley and SonsUpshaw L.B. and Taylor E.L. (2000) “The Masterbrand Mandate” John Wiley and SonsWheeler A. (2006) “Designing Brand Identity” John Wiley & SonsZyman S. and Miller S. (2000) Building Brand-width” Harper Business

Biography: Dr. Alan Middleton• B.Sc. Hons. Sociology (LSE) , MBA and Ph.D. (York) in Business Administration;• Currently Executive Director, Executive Education Centre, Schulich School of Business, York

University and Assistant Professor of Marketing;• 23 years working in marketing and advertising with UOP Inc., Esso Petroleum and J. Walter

Thompson in UK, US, Norway, Japan and Canada. Last role s were President/CEO JWT Japan and Executive V.P. and Board Director of the worldwide JWT Company organization, subsequent to being President of Enterprise Advertising Associates in Toronto.

• 18 years as an academic/marketing trainer and consultant. Taught marketing courses at Schulich School of Business , York University in Toronto; Rutgers Graduate School of Business in US; Chiangmai , NIDA and Yonok Graduate Schools of Business in Thailand ; IDEA Graduate School in Buenos Aires, Argentina; Moscow State University and Academy of National Economy in Moscow and Nizhny Novgorod, Russia; and Southwest Normal and Sichuan Universities in China. Research topics in branding, private labels and e brands internationally;

• As a trainer and consultant have worked for Bell, Manulife Financial, ACNielsen, Nortel, Pfizer Warner- Lambert, Quaker Foods, Unilever amongst many others;

• Co-author of ‘Advertising Works II’ , co-founder of the ‘CASSIES’ and co-editor of the CASSIES I Case Book, author of publications on MarCom PBR, MarCom ROI and MarCom client-agency relations. Co-author of ‘Ikonica –a fieldguide to Canada’s brandscape’

• In January 2005 was inducted into the ‘Marketing Hall of Legends’ in the Mentor category• Executive Committee of the Honorary Trustees of the Royal Ontario Museum (Trustee 1996-

2002) and on the ROM Marketing Advisory Committee (2008-date). Alan is on the Board of the ABC CANADA Literacy Foundation Board having been its Chair 2003-2009. He is on the Boards of Sunnybrook Hospital and AIESEC-Canada, and is a Research Committee member of Ontario Tourism Marketing Partnership and the Scientific Committee of Leger Marketing. He is Chair of the Judging Committee for the New Product of the Year Awards.

• Previously Alan was a member of the United Way of Greater Toronto Marketing Committee (1992- 2006) and on the branding committee of Toronto International Film Festival, the Ontario Ministry of Health ‘Healthy Ontario.com’ committee and Chair of the Editorial Advisory Committee of Marketing Magazine.

nation branding vs commercial branding by dr. alan c. middleton

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