nationbrandsand the case studyof ukraine · 2017. 12. 28. · nationbrandsand the case studyof...

Nation brands and the case

study of UkraineKatarzyna Rybka-Iwańska

Course on Public Diplomacy 2017

� Nations continue to shape and reshape their identities/to rebrandthemselves, because their reality changes

�they need to project this real change symbolically to all the audiences with whom they relate

�They want, as far as they can, to align perception with reality

For example: The Dutch East Indies became Indonesia, its capitalBatavia became Jakarta, a new language, Bahasa Indonesia, was constructed.

�There is a need to build a national consensus around language, presumed ethnicity, religion (sometimes), culture, etc.

�Some countires have a long but interrupted history, like Georgia, while others, such as Tajikistan, have been carved out of the former imperium and therefore have difficulties in establishinglegitimacy.

Wally Olins

Source: The New Public Diplomacy. Soft Power in

International Relations. Edited by Jan Melissen,

palgrave macmillan 2005.

Katarzyna Rybka-Iwańska

� Brand export: Mercedes, Audi, BMW, VW are Germany and Germany is cars – it is:

� advantageous – everything connected with engineering and efficiencygets credit � Siemens, Bosch, Braun, Miele

� Disadavantageous – other brands do not underline their German origins � Jil Sander, Hugo Boss, Nivea, Allianz

�If the nation’s leadong brands are based around too narrow a sphere of activity, those flagship brands in the secotr may flourish, but the orherbrands may find it more difficult

�Contradictory examples: Gucci and Ferrari come from Italy; Jaguar, Burberry and Scotch whisky come from Britain, France had Aribus, Dior and Hennessy.

Wally Olins – three areas of the

competition of the nations





� Foreign direct investments, influeced by local legislation, tax

breaks, regional funding, education level of employees,

government attitues, transport infrastructure – but being

fashinable as well

� Tourism – competition over tourists, but the danger of gettinhg

large numbers of tourists that a countiry cannot effectively cope

with and who spend very little money per head is visible

Wally Olins – three areas of the

competition of the nations





� Launching and managing a national branding programme is

inifinitely more complex, sohpisticated, difficult and long term

than managing a similar activity for a commercial organization

� It takes years, and the pay-off is slow + not readily

measurable/tangible

� Politicians like quick, measurable results that get them votes – that

is one of the reasons why so many national branding programmes

are taken up enthusiastically and then dropped.

Wally Olins - summary





Nation Brand hexagon

Source:

http://www.superbrands.com/turkeys

b/trcopy/files/Anholt_3939.pdf



The Nation Brand Index - Influencers

http://nation-brands.gfk.com/

State/national brands

There were changes – everyone loses

Source:

http://placebrandobserver.com/results-

anholt-gfk-nation-brands-index-2016/


Brand Finance – Nation Brands 2016

Source:

http://brandfinance.com/images/upload/nation_brands_20

16_report.pdf


Brand Finance – Nation Brands 2016

Source:

http://brandfinance.com/images/up

load/nation_brands_2016_report.p

df


The best and the worst performing

nation brands

Source:

http://brandfinance.com/images/upload/nation_brands_20

16_report.pdf


The strongest national brands

Source:

http://brandfinance.com/image

s/upload/nation_brands_2016_

report.pdf


Country Brand Index 2014-2015

(Future Brand)

Source: http://www.futurebrand.com/uploads/CBI-

14_15-LR.pdf


Examples


14_15-LR.pdf


Ones to watch


14_15-LR.pdf


Ukraine

Source:

http://bunews.com.ua/investment/item/brand-

ukraine-annual-rating-places-ukraine-among-best-

performing-nation-brands

http://brandfinance.com/images/upload/nation_bran

ds_2016_report.pdf


Ukraine – Global Competitiveness

Index

Source: http://www3.weforum.org/docs/GCR2016-

2017/05FullReport/TheGlobalCompetitivenessReport20

16-2017_FINAL.pdf


Ukraine

Source:

http://www.transparency.org/

news/feature/europe_and_ce

ntral_asia_an_overall_stagnati

on


Ukraine in Country Risk Report 2017

Source: Ukraine Country Risk Report - Q2

2017

BMI Risk Reports; London. (Second

Quarter 2017).


Ukraine in the Index of Economic

Freedom

Source:

http://www.heritage.org/index/

pdf/2017/book/index_2017.pdf


Ukraine in Freedom Index

Source: https://freedomhouse.org/report/freedom-world/2017/ukraine


Ukraine in Fragile States Index

Source: http://fundforpeace.org/fsi/country-data/


Ukraine in Global Innovation Index

Source:

https://www.globalinnovationind

ex.org/gii-2016-report#



Ukraine in Human Development

Report 2016Source:

http://hdr.undp.org/sites/default/files/2016_hum

an_development_report.pdf


Ukraine in Human Development

Report 2016

Source:

http://hdr.undp.org/sites/default/files/2016_hum

an_development_report.pdf

� Which country has the best and the most stable brand? Why – and will this change?

� Which country has the worst nation brand? Why – and will thischange?

� What kind of a role does the national identity play in forming the nation brand?

� How can a nation brand contribute to security of a nation/country?

� Which fields play a role in nation branding?

� What is more important: politics or economy? politics or people-to-people contacts?

� What role do the international rankings play? Do political leaders careabout them? Should they or should they not?

� In which fields should Ukraine and your respective countries workharder and harder to improve their international images?

Questions to students


Thank you very much for your

attention!

Let’s stay in touch:

https://www.linkedin.com/in/katarzyn

a-rybka-iwa%C5%84ska-08856b133/


nationbrandsand the case studyof ukraine · 2017. 12. 28. · nationbrandsand the case studyof...

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