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Transcript of The Importance
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The Importance of Image inNational
Competitiveness
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The ICI Partnership
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TheCountry Image
SpecialistsWorld’s top specialized
consultancyon
country imageA quarter of a century experience
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Countries are like brands,
only bigger and more important.
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Image can make a countrycommercially viable.
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The best examples:
• Germany Engineering• Japan Quality• USA Technology• Italy Design• France Fashion• Switzerland Precision• Thailand Tourism
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Country product image is
cultural/personality in origin,
but mostly brand driven.
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Brand personalities:
• Mercedes = Germany• Sony = Japan• Chanel = France• Rolex = Switzerland• Microsoft = USA• Giant = USA or
Taiwan?
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Which came first,Made in Japan
or Sony?
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Image, not just reality,
kills.
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Colombia is an example:
• Drugs• Violence• Guerrilla warfare
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But, what about…• Coffee• Flowers• Emeralds• Leather• Scenery• Brand name apparel
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Stop being defensive!
Go on the image offensive!
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Rule #1
Realize the importance of
image or branding.
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First, what is a brand?
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Product vs. Brand
IBM is a registered trademark of IBM Corporation
Photo courtesy of Montgomery County Historical Society
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Brand vs. Product
Brand Emotional
Product Functional=
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“In the factories,we make cosmetics.
In the stores, we sell hope.”
Charles Revson, founderRevlon
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Benz®: Who cares about cars?
Mercedes-Benz is a registered trademark of DaimlerChrysler
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Rolex®: Who cares about time?
Rolex is a registered trademark of Montres Rolex S.A.
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The Marlboro® ManHow much is he really
worth?
$400 million or $40 billion?
Marlboro is a registered trademark of Philip Morris Companies Inc.
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How Swatch Changed the Swiss Watch
MarketOld Market Need Appeal Basic SkillWatch Information Accuracy Craftmanship
New MarketSwatch Fashion Appearance Design
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“To have your own brand should be the ultimate goal of all
manufacturers, but it’s a long-term
process.”Stan ShihFounder & ChairmanAcer
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Some Facts about Brands
• Brands are market leaders• Brands have higher profit
margins• Brands do not have lifecycles
like products, they are bigger than products
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Image Positioning
• The key differentiator• Need vs. want (transport vs.
Toyota)• Answer the question: Why
Colombia?
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The World’s Top Brands
• Coke• Marlboro• Sony• McDonald’s• Disney
• Ford• Shell• IBM• Pepsi• Honda
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Conclusion:
Brand image creates long-term, sustainable,
competitive advantages.
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Part IICountry Image Case
Studies
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New Zealand
Problem:
Too much reliance on European Market
Solution:
“The 7/11 of Asia”
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Mexico
Problem:
No financial confidence
Solution:
“The new Administration means business!”
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Problem:
Fragile investor confidence engendered byAsian financial crisis
Solution:
“Admit ills and commit to painful cures”
Thailand
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Thailand
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The Importance of Image
A “Made in Taiwan”
Case Study
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A serious economic problem
caused by image
• The 25% “discount”• International jokes• Consumer prejudice
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A Public & Private Sector Initiative
• Vice Minister of Economics P.K. Chiang• Secretary General of CETRA Agustin
Liu• Stan Shih, Acer• King Liu, Giant• Frankie Hong, Proton• Kunnan Lo, ProKennex• BIPA (Brand International Promotion
Assoc.)
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Three Five-Year Plans
• 1990-95• 1995-00• 2000-05
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1st Five-Year Plan
It’s Very Well Made in Taiwan”
Attack weakness- Quality
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Create a Signature
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Communications Strategies
• Connect with top brands• Connect with high-end products• Use IMC• Competitive SOV
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Target Audience
Influentials
Business
Mass
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Priority Markets
USA 50%
EUR 30%
JAPAN 10%
S.E. ASIA 05%
LATIN AMERICA 05%
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Budgets
Five year, $60 million
Each year:
Advertising: $5 millionPR: $1.5 millionEvents: $2.5 millionProgram: $3 million
TOTAL $12 million
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Awards Program
Broad:
Symbol of Excellence
Focused:
Gold & Silver Awards
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Seminar Program
• Upgrade promotion materials• How to deal with foreign media• Product launches/corporate
identity • Advertising & media planning
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Taipei News Bureau
• Central information point• MATs• Wire service features• Major media hits• Creativity driven
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International Advertising
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International Advertising
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International Advertising
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Event Marketing
• Award winner exhibitions• Product launches• Annual National Awards
Ceremony
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Domestic Communications• Monthly newsletter• Media relations• Events• Product launches• Awards Program
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2nd Five Year-Plan
Attack with strengths!
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Core Competencies
• Genius for cost-down manufacturing
• Innovation for affordability/commercialization
• Functions up, cost down added value
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Long-term Competitive Advantages
• Flexibility• Time to market• Low-cost engineering base• Components infrastructure
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Gallup Benchmark Survey
Chief Strengths:
Value for Money
Innovative
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We coined a new term:
Innovalue.
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Taglines:
Taiwan. Your Source for Innovalue.
Taiwan. Innovalue Island.
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Innovalue
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Innovalue
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Innovalue
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Result?
Transformed the “Made in Taiwan” image from rubber
ducks to Silicon Island.
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Part IIISummary of
Eight Essential Steps• Realize the importance of image!• Conduct proper analysis/positioning• Create a signature• Build unity and consistency• Make a long-term commitment to
goals• Make a competitive investment/SOV• Use IMC• Set world-class standards
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Part IVA Case for Colombia?
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Colombia
• Location• Location• Location!
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Challenges
• Current image• Few international brands• Commodities-based economy• Travel advisories
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Advantages
• Location• Soft imagery• Creative• High standards• Committed to goals• Juan Valdez icon• Potential for robust economic growth• Youthful nation• New Start
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Colombia’s Hidden Treasures
• Coffee #3• Flowers #2• Lingerie #3• Bananas #3• Emeralds #1• Orchids #1
• Carnations #1• Roses #3• Adidas clothes #1• Biodiversity #1• Fresh water #4• Keeping secrets! #1
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The New Colombia
• A makeover for Juan Valdez• Brand name apparel• Flowers• Biodiversity• Shakira!!!!!!!!!!!!
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Some Recommendations
• Get a head start, don’t wait for competition
• Build strategic foundation first• Make a long-term commitment/vision• Conduct domestic campaign• Simultaneous political PR• Support the new Administration• Go on the OFFENSIVE!!
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Final Thought
Remember the
Germans and Japanese!