Brand Managent (Nations as Brand)

8/8/2019 Brand Managent (Nations as Brand)

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RISHISH

RIVASTAVA

NATIONA

BRAN

DING

BRANDMANA

GEMENT

HYPOTHESIS: Branding of a nation adds to its Social

and Economic Prosperity


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Table of Content


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Table of ContentsEssence of Report ......................................................................................................................................... 5

Hypothesis................................................................................................................................................. 5

Conclusion ................................................................................................................................................. 5

Brands Studied .......................................................................................................................................... 5

What is National Branding? .......................................................................................................................... 6

How important is it? ..................................................................................................................................... 6

Basics of Brand Management ....................................................................................................................... 7

Branding applied to countries ....................................................................................................................... 8

Incredible India ........................................................................................................................................... 10

MalaysiaTruly Asia................................................................................................................................... 11

New Zealand100% Pure .......................................................................................................................... 12

South Africa Alive with Possibility ............................................................................................................ 14

Uniquely Singapore ..................................................................................................................................... 15

Definitely Dubai .......................................................................................................................................... 17

Egypt Where it all begins ......................................................................................................................... 18

Anholts Nation Brand Index 2008 .............................................................................................................. 19

The Nation Brand Index is a report card for countries, measuring the worlds perception of each

nation as if it were a public brand. Within the top 10 most positively perceived countries, the ranking

reveals a strong correlation between a nations overall brand and its economic status...................... 19

Top 20 rankings as per the index, for 2008, are as shown ..................................................................... 19

Conclusion ................................................................................................................................................... 20


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Essence of Report

Hypothesis

Branding of a nation adds to economic and social prosperity of a nation.

Conclusion

Yes, branding of a nation does helps in economic, social and overall prosperity of

a nation.

Brands Studied

India Malaysia New Zealand South Africa Singapore Dubai Egypt


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What is National Branding?State branding is about using strategic marketing to promote a countrys image, products, and

attractiveness for tourism and foreign direct investment. State branding implies that countriesbehave, in many ways, just like brands, they are perceived in certain ways by large groups of

people both at home and abroad; they are associated with certain qualities and characteristics.

Marketing a country is not entirely new; in fact, numerous countries have traditionally

promoted their image for tourism. However, the current process of globalization has

underlined the need for countries to brand themselves in an integrated manner based on

following four different dimensions:

Public Diplomacy Tourism FDI Exports

How important is it?As we move ahead in globalised world and an international market three things have become

very clear.

State branding is no longer a choice but a necessity It is no longer conceived as a function to be performed individually by the state,

associations or individual private companies, but as an integrative and concerted effort

by all interested stakeholders

If done effectively, state branding can provide soft power.State branding is relevant because consumers and investors continue to rely heavily on country

images to make their economic decisions. Brands or images have become a shortcut to a

purchasing decision. Effective state branding not only serves to reinforce positives images but

also helps to fight negative ones by shaping new images and associations.

Equally important, branding has become a central tool of country competitiveness because

having a bad reputation or none at all seriously affects a countrys ability to compete. Thus,

effective branding of a country can give it a competitive advantage in world markets and this

opens many opportunities for developing countries.


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Basics of Brand Management1. Brand

The American Marketing Association defines a brand as a name, term, sign, symbol, ordesign, or a combination of them intended to identify the goods and services of one

seller or group of sellers and to differentiate them from those of the competition.

According to Kotler, brands purpose is two-fold:

i) They serve as a major tool to create product differentiationii) They represent a promise of value.

2. Brand ImageIt is defined as impression in the consumers mind of a brands total

personality.

Brand image is developed over time through advertising campaigns with a

consistent theme, and is authenticated through the consumers' direct experience. It is

how a product or service is perceived.

3. Brand IdentityIt is defined as visible elements of a brand (such as color, design, logotype, name,

symbol) that together identify and distinguish the brand in the consumers mind.

The closer the alignment between Brand Image and Brand Identity more

successful the brand will be.

4. Brand EquityIt is defined as Brand's power derived from the goodwill and name recognition it has

earned over time, and which translates into higher sales volume and higher profit

margins against competing brands.


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Branding applied to countriesThis section is about thinking of a country name as a brand, the contrast between how other

see us (country image) and how we see ourselves (country identity). It explores how the image

of a country affect our perception of its products (country of origin effect), and how the image

of a product brand condition our perception of its country. The elements of a countrys brandand the concept of country equity are also laid out before moving on to consider the practical

aspects of developing a country brand.

1. Country as a BrandThe fundamental assumption in country branding is that country names amount to

brands and as a result convey images, help us evaluate products and services and make

purchasing decisions. Thus, a powerful country brand translates into a better perception

of the country, increased exports and inward tourism and foreign investment.

As Simon Anholt has rightly point out, country brands still stand for a limited number of

qualities (power, wealth, sophistication) so there is still plenty of space for countries to

brand themselves with qualities such as creativity, music, philosophy, trust, innocence,

wisdom, challenge, safety and so on.

2. Country Image vs. Country IdentityA country image is the mental picture of a country, the sum of beliefs and impressions

people hold about places. Every nation has an image which can vary across time and

across countries to a greater or lesser extent, and this image colors both consumers

perceptions of a countrys products and services and investors perceptions of thecountry as a place in which to do business.

While Country identity is what a country believes it is. A strong country brand should be

rooted in reality and connect with people, both within and outside the country.

Ultimately, it should strive to strike a balance between its image and its identity.

3. Products form perception about CountryA question which has been less looked at is the role of product brands in the perception

of countries. This is a relevant question for three reasons:1) experience with products or services can cause a revision in the image of a country

2) brands and states often merge in the minds of the global consumer (i.e. Nokia is

synonymous with Finland, just as Microsoft and McDonalds are with the U.S.)

3) commercial brands are increasingly shaping the perceptions of national culture.


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4. Country EquityBased on the concept of brand equity, the term country equity has been coined to mean

the emotional value resulting from consumers association of a brand with a country.

The concept of country equity clearly points to export promotion as the principal

actionable dimension in state branding. However, we should also consider tourism and

FDI as dimensions contributing to strengthen or weaken country equity, for tourists arevery likely to come into contact with a countrys products during their stay and FDI

decisions by companies do take into account not only factors of production but also

image and name awareness.

Brand Value associated with Countries

Source: Inter-brand Chart and data, presented by Mark Leonard in Public Diplomacy


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Incredible IndiaThe Incredible India campaign, launched in 2002, was a major initiative by Government

of India, to promote India as a tourist destination. It was the first marketing strategy of

its kind. Primary objective of this branding exercise was to create a distinctive identity

for the country. This resulted in the iconic Incredible !ndia logo, where the

exclamation mark that formed the I of India was used to great effect across all

communications.

This campaign successfully established India as a high end tourist destination,

generating a 16% increase in tourist traffic in the first year. According to spending data

released by Visa Asia pacific in March 2006, India emerged as the fastest growing

market in Asia-Pacific in terms of international tourist spending. Data revealed that

international tourists spent US$ 372 million in India in the fourth quarter of 2005 i.e.

25% higher than same quarter in 2004.

The campaign projected India as an attractive tourist destination by showcasing

different aspects of Indian culture and history like yoga, spirituality, etc2nd

year into

the campaign tourist traffic saw an incredible increase of 28.8%.

In January 2004, Lonely Planet conducted a survey in 134 countries to select the worlds

favourite destination for individual travelers. India was ranked among the top five

fovourite international destinations in the survey.

Use of internet for promotion was a great hit. This is easily inferred from following given

chart that shows increase in number of hits on incredible India URL.

The campaign went on to win the PATA Grand Award 2007 for Marketing and was one

of only four best of show Grand Awards out of a total of 339 entries from 132

organizations.


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Malaysia Truly AsiaThis ad campaign shows story of Malaysia, highlighting the blend of different Asian cultures

located in one country. In the logo with 5 women representing the different cultures actually

tries telling a story to the world about the cultural richness of the place.

Selling nature in form of nature tourism, adventure tourism and agro tourism resulted in 7.45

million of tourist arrivals.

Malaysia seems to shift from tourism in the rural settings to new-urban based tourism concepts

like Health Tourism and Sports tourism. Grand Landmarks like Petronas Towers, the Kuala

Lumpur International Airport (KLIA), the International Formula One Grand prix circuit in Sepang,

the Langkawi International Airport (LIMA) exhibition are parts of the governments aspiration to

mark Malaysia on the global tourism map.

In social context this has bolstered Malaysias image as a destination for sports freaks. World

class events like Grand Prix Formula One, International Go-Kart Race, Speedboat Race, Le Tour

de Langkawi, Eco Borneo Challenge, Kinabalu International Run and Motorized Para glider Tourof Malaysia make it one of the most coveted sporting destinations in the world.

According to Tourism Malaysia, nearly 8 million tourists visited Malaysia in 1998, the year

before the campaign began. Figures for 2003 show 13.3 million tourists visiting Malaysia and

generating earnings of US$ 8 billion for the nation. The campaigns success has resulted in more

than a tripling of annual visitors to Malaysia with a record 20.7 million arrivals at the end of

2007.

During the span of nearly eight years, the Malaysia: Truly Asia campaign has won more than

25 awards worldwide, including the regions Media Magazines Marketing Effectiveness Award

in 2006.

Tourism Malaysia's Malaysia: Truly Asia international campaign, conceived and produced since

1999 by TBWA-ISC, has bagged two more Gold Awards in the Pacific Asia Travel Association

(PATA) Gold Awards 2008 marketing media category under the categories Marketing Media -

Travel Advertisement Broadcast Media for Visit Malaysia Year 2007.


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New Zealand 100% Pure100% Pure New Zealand, the tourism brand thats almost as quintessential as Tip Top or

jandals, entered the world in 1999. It was a revolution for tourism marketing in New Zealand.

Challenges were well understood by Tourism New Zealand. A destination 24 hours by air from

Europe, 10,000 km from US and not different enough from Tasmania to cause, only neighbours,

Australians to cross the ditch.

100% New Zealand was designed to put the core aspects of what makes New Zealand unique

into the centre stage. The campaign focused worldwide on print, television and cinema

advertising, all appearing in quality, high-circulation media.

In the mid-2000s, Tourism New Zealand had put further work into more clearly identifying its

core target market, to ensure that the 100% Pure New Zealand campaign was talking in the

right way and to the right audience.

In 2003, a new television commercial was launched. It gave people much needed call to action

why wait any longer? it asked, come to New Zealand now!

In the year ending December 2000, one year into the campaign, visitor numbers were up 10%

and visitor spending had risen 20%. While, from 1999 to 2004, visitor numbers grew at an

average of 7% a year. New Zealand welcomed 2 million visitors for the first time in 2002.

In 2007/08, Tourism New Zealands International Media program saw one billion people

exposed to stories about New Zealand in print, broadcast and online. Visits to New Zealands

consumer website,www.newzealand.com, have increased nearly tenfold since 2002, to 10

million user sessions a year.

2009 was tenth year of the campaign and in the meantime i.e. between 1999 and 2008, tourist

arrivals went from 1.6 million to 2.4 million, an increase of 50%. Foreign exchange earnings

from tourism grew from $3.5 billion to $ 5.96 billion per annum.

In last ten years New Zealand has been voted Top Country and Best Destination in more than

a dozen readers awards surveys in UK and USA.

100% Pure New Zealand has, now, got a fresh push from its10years younger campaign taking

leverage from the fact that New Zealand is the youngest country on the earth i.e. last country

to be discovered.

Awards & Recognition
http://www.newzealand.com/http://www.newzealand.com/http://www.newzealand.com/http://www.newzealand.com/


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South Africa Alive with PossibilityThe International Marketing Council of South Africa was established in August 2002 to help

create a positive and compelling brand image for South Africa.

At that time, the world was unsure about what to think of South Africa, with many different

messages being sent out by various sources. This did very little to build the countrys brand and

it was evident that to attract tourism and investment there was a need to co-ordinate

marketing initiatives to make them more effective.

The primary objective of the International Marketing Council of South Africa is to develop and

implement a pro-active marketing and communication strategy for South Africa, and to

promote South Africa -Alive with Possibility!

Alive with Possibilityis about collective confidence of citizens as people, and their belief that

tomorrow can be, and should be, better than yesterday. This is the spirit set to mesmerize

visitors and potential investors in the country, and the spirit that landed South Africa the

position of host of the 2010 FIFA World Cup.

With the world's eyes on South Africa in the run up to the 2010 FIFA World Cup, the IMC and its

partners aim to increase familiarity and knowledge of South Africa as a viable business and

tourism destination.

Southern most nation of African continent, South Africa, is often termed as Cradle of

humanity. It is the 15th

most favourable destination for attracting foreign investment. With

population of 50 million and GDP at $493 billion and FIFA WC lined up in 2010 its reckoning

itself as the next tourism giant.


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Uniquely SingaporeThe Singapore Tourism Board (STB), in 2004, launched Singapore's new destination brand -

"Uniquely Singapore" - to promote the many things which are intrinsic to Singapore as a city

and a country.

The new brand positioning, "Uniquely Singapore", captures the total Singapore experience and

Singapore's distinct proposition as a country that has merged the best from rich cultures and

modern worlds, contemporary sophistication and colourful traditions.

In the very first year of inception STB targeted 7.6 million visitors, a significant 24% increase

from previous year.

The STB has lined-up a series of key marketing activities both domestically and globally to

promote Singapore's new tourism brand positioning.

In the due course of time Uniquely Singapore has evolved into a big branding success but it

has kept itself rejuvenating continuously. Today, Uniquely Singapore is like an umbrella under

which various sub brands, like Project Postcard campaign and lately Beyond Words

campaign, operate.

Uniquely Singapore campaign gave very enthusiastic results.

As of 2007, the tourism industry contributed 3% to Singapores GDP, and generated US$ 9.4

Billion in tourism receipts.

In the same year Singapore recorded 10.3 million visitors per annum which is a new record

high. STB expects 15 million visitors in Singapore per annum by year 2010.

Tourism expenditure, in Singapore, reached SGD13.8 billion in 2007. STB expects tourism

receipts to reach SGD15 billion by 2010, which is around 4% of total foreign investment in

Singapore.

Top five countries from where Singapore attracts most tourists are Indonesia (1,956,000), China

(1,114,000), Australia (768,000), India (749,000) and Malaysia (646,000). These markets

account for about 51% of total visitor arrivals in Singapore.


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Below shown is the visitors chart from top ten countries that generate maximum visitors for Singapore.


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Definitely DubaiDefinitely Dubai under the vision of His Highness Sheikh Mohammed Bin Rashid Al Maktoum,

Vice-President of the UAE and Ruler of Dubai, and developed by the Department of Tourism

and Commerce Marketing, Dubai has endeavored to brand a city built on unwavering vision. A

city built with single-minded passion and love. A city the world has come to know as Dubai.

Launched in 2009,Definitely Dubai will help attract more visitors from the UK and Europe,

which has remained the largest source market for Dubai's booming tourism industry since 2002.

The UK and Ireland together remains the largest source market for Dubai tourism industry with

854,601 visitors in 2008, an increase of 14 per cent over the previous year.

Definitely Dubai has propelled the already booming tourism industry of Dubai. Tourism had

overtaken oil in revenues with over 5 million tourists visiting Dubai in 2007; and the number is

expected to grow to 15 million by 2010. Currently Dubai attracts more tourists than whole of

India and more foreign capital than most of the European countries.

Policy of emirate to diversify their economy beyond hydrocarbons has driven further wealth

creation within the region. Estimates put FDI at USD44 billion in 2006 and it is expected that it

will increase to USD100 billion by 2011, a major chunk of which coming from tourism and

related industries.

As of 2007, Dubai was the 8th

most visited city of the world. Oil and Natural Gas contribute to

only 6% of Dubais GDP while tourism and business dominate the share.

Landmarks in Dubai that will amaze you

The Burz Khalifa The tallest man made structure ever built, at 828 meters. The Palm Jumeirah Manmade island extending into the Persian gulf. Burz Al ArabWorlds third tallest hotel Grand Mosque, Jumeirah Ski Dubai Indoor skiing facility in the desert emirate.


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Egypt Where it all beginsFew days back in December 2009, Egypt revitalized its national branding with induction of a

new, EgyptWhere it all begins, campaign. It substitutes the previous 2006 campaign The Gift

of the Sun which aimed to attract tourists for its unique climate and the warmth of its people.

Tourism to Egypt was affected by the global economic crisis this year, but it has steadily

improved from a downturn of 13% in January to 3.5% at the end of November.

The new campaign highlights the Pyramids, Sphinx and other uniquely Egyptian attractions

while not failing to mention Egypts aquatic paradise.

Total tourists to visit Egypt as of Nov 2009 reached almost 11.5 million , with expectations that

the number for the year will reach 12.5 to 12.8 million.

Egypt is one of the most populous countries in Africa and the Middle East. The great majority ofits estimated 77.4 million

live near the banks of the Nile River, in an area of about

40,000 square kilometers (15,000 sq mi), where the only arable agricultural land is found. The

large areas of the Sahara Desert are sparsely inhabited. About half of Egypt's residents live in

urban areas, with the majority spread across the densely populated centres of

greater Cairo, Alexandria and other major cities in the Nile Delta.

Its 30th

largest nation in the world and its GDP is USD443 billion.


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Anholts Nation Brand Index 2008

The Nation Brand Index is a report card for countries, measuring the worlds perception of each

nation as if it were a public brand. Within the top 10 most positively perceived countries, theranking reveals a strong correlation between a nations overall brand and its economic status.

Top 20 rankings as per the index, for 2008, are as shown


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ConclusionYes. Branding of a nation does add to economic and social prosperity of a nation.

Promoting a nation as a brand does helps it to grow socially as well as economically. I have

taken initiatives by 7 brand countries and in ech one of them branding has resulted into overall

prosperity.

Branding of a nation helps

- Increasing the awareness about the country internationally- Invites more tourists- Thus invites more n more foreign exchange- More FDI- Build strong relationship with other nations- Increases cultural awareness- Increases international sensitivity


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References

www.google.com

www.wikipedia.com

www.nation-branding.info

www.safrica.info

www.imc.org.za

www.incredibleindia.org

www.tourism.gov.my

www.uniquelysingapore.com

www.managementparadise.com

And many more.
http://www.google.com/http://www.google.com/http://www.wikipedia.com/http://www.wikipedia.com/http://www.nation-branding.info/http://www.nation-branding.info/http://www.safrica.info/http://www.safrica.info/http://www.imc.org.za/http://www.imc.org.za/http://www.incredibleindia.org/http://www.incredibleindia.org/http://www.tourism.gov.my/http://www.tourism.gov.my/http://www.uniquelysingapore.com/http://www.uniquelysingapore.com/http://www.managementparadise.com/http://www.managementparadise.com/http://www.managementparadise.com/http://www.uniquelysingapore.com/http://www.tourism.gov.my/http://www.incredibleindia.org/http://www.imc.org.za/http://www.safrica.info/http://www.nation-branding.info/http://www.wikipedia.com/http://www.google.com/

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