Nation Brands67

8/8/2019 Nation Brands67

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In the broadest sense, nation branding simply refers to the application of corporate

branding strategies to individual nations with the aim of influencing foreign affairs and

international interactions. Nation branding focuses on developing an appealing,

positive image in order to support a nations presence and influence in the

international realm.

Components of Nation Branding


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The 4Ps of Nation Branding

The Product

In designing its "products" and in acquiring a brand name, a country

makes use of and leverages natural endowments (history,

geographical location, tourism sites, climate, national "mentality) and

acquired endowments (Public Goods, and Externalities Level ofeducation, knowledge of foreign languages, quality of infrastructure,

the court, banking, and public health systems) Example: India

The Price

The "price" of a country is comprised of two elements: The average (internal rate of) return on investments in its

infrastructure, human capital, goods, and services - adjusted for:

The risks associated with doing business there.

Example : Singapore, Argentina


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The Place

The distribution channel, the path from producer to consumer (in our

case, from country to foreign investor or tourist, for example) is less

encumbered by topography than it used to beEven the poorest, most

remote, landlocked, arid, and disadvantaged country can nowadays

leverage air flight, the Internet, television, cell phones Example: Kenya

The 4Ps of Nation Branding

Promotion, Sales, and Advertising

Promotion is not to be confused with marketing, it is concerned with

setting up a trained sales force, and with advertising, sales, and public

relations.

Sales: Countries will be hard pressed to cater to the pecuniary needs of

high-level and, therefore, expensive, salespersons. Setting up a body of

volunteers under the supervision, guidance, and training of seasoned

sales personnel maybe a more suitable solution. Example: UK


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Image-formation factors

Nation-brandcampaigns

Behaviour ofcitizens

Exportbrands

Sportsperformances

Politics

Nationalstereotypes

Word ofmouth

Personalexperience

COUNTRYIMAGE


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Place Brand Experience


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Conceptual model of nation-brand

identity and image

Nation-brand identityKey components:

History, Language, Territory, Politicalregime, Architecture, Sport, Literature, Art,

Religion, Education, system, Icons,Landscape, Music, Food & drink Folklore

Communicators ofnation-brand identity

randed e

ports, Sporting achie

ements,The diaspora, Marketing communications,

rand ambassadors, Cultural artefacts, o

tforeign policy, Tourism e

perience,Prominent personalities

Nation-brand imageAudiences:

Domestic, Consumers - E

ternal consumers,Domestic firms, E

ternal firms, Inwardin

estors, o

ernments, Media


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Segmentation

Whom does a nation speak to?

Students: Potential leaders of tomorrow

Media: To create and sustain (+)ve public opinion

Diplomats: To create favourable policy environment

Tourists: To promote tourism

Countries: To keep a cordial relationship (bilateral)

Businesses: To foster trade and call for investment

Citizens: The feel good about us factor


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Nation-brand positioning platforms

Nation-brand Positioning platform

South Africa Alive with possibility

Bolivia The authentic still exists

Scotland The best small country in the world

India Fastest growing free market Democracy

Thailand Amazing Thailand

Malaysia Truly Asia

Positioning is the act of designing the companys offering and image to

occupy a distinctive place in the mind of the target market

- Kotler & Keller, 2006


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Nation Branding Vs Product Branding


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The Value Transfer Window(The relationship between country brand values and corporate brand values,

and its outcomes for targets)


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The FIST (fully inclusive stakeholder)

approach

Government

Public sectororganizations

Private sectororganizations

Citizens

Tourism boardInward investment

agencyEconomic development

agency

Trade associationsChambers of commerce

PSC brands

Not-for-profitorganizations

Diaspora


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Asset Based Nation Brand EquityBrand equityis the value of a brand based on the extent to which it has

high brand loyalty, name awareness, perceived quality, strong brand

associations, and other assets such as patents, trademarks, and channel

relationships (Kotler,Armstrong, 2001).

Brand equity must

be managed,

nurtured and

controlled in aproper way by

integrating the tools

of a consistent

brand management.

Its central concept

consists of

perceptions of brand

identity

and brand image

(Kapferer, 1994).


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Case Study: Argentina

Argentinas communications tell the world about their culture and tourism. The

communiques never announce the need for investment, but indirectly, all the

communication seeks FDI. This featured ad is a typical example make a bold

and inviting cultural statement while serving as an investment promotion ad.


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Case Study: India

Indias investment campaigns leverages events such as the World Economic

Forum and thereby gets a larger share of the media space. This campaign, a

Harvard University Case Study makes bold economic statements to invite

attention and appeals to CEOs and Media.


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Case Study: UK

Indias tourism campaign focuses on riding over major events such as film

festivals and major sports events. This campaign ran on the sidelines of the

International Climate Change Conference in Copenhagen and sought to

leverage the global media mileage through specialised, tweaked

event-specific messages


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Case Study: Singapore

Singapore is trying to acquire new investments in knowledge-based

industries. Its image as Asias financial capital had started biting by 2006 and

the nation as a whole formulated the policy to invite talent from across the

world.


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Case Study: UK

UK believes that when it comes to people knowing the UK as a knowledge

hub, there was an evident gap between reality and perception. This global

campaign helped the UK create an environment where the country tried to

explain to students across the world what the UK was ding in various spheres

of applied sciences.

Nation Brands67

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