Nation branding

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Nation branding is a field of theory and practice which aims to measure, build and manage the reputation of countries (closely related to place branding). It applies some approaches from commercial brand management practice to countries, in an effort to build, change, or protect their international reputations. It is based on the observation that the "brand images" of countries are just as important to their success in the global marketplace as those of products and services. Increasing interconnectivity through advances in information technology, coupled with an increasing importance of the symbolic value of products, have led countries to emphasis their distinctive characteristics. The branding and image of a nation-state "and the successful transference of this image to its exports - is just as important as what they actually produce and sell."[1]

Simon Anholt is normally credited as a pioneer in the field. He regularly conducts two global surveys known as the Anholt Nation Brands Index and Anholt City Brands Index. There is one professional/academic journal in the field, Place Branding and Public Diplomacy, published by Palgrave Macmillan and edited by Simon Anholt.

Nation branding appears to be practised by many states, including the United States and United Kingdom (where it is officially referred to as Public Diplomacy), South Africa, New Zealand, and most Western European countries. There is increasing interest in the concept from poorer states on the grounds that an enhanced image might create more favorable conditions for foreign direct investment, tourism, trade and even political relations with other states.

Anti-globalisation proponents often claim that globalisation diminishes and threatens local diversity, but there is evidence that in order to compete against the backdrop of global cultural homogenity, nations strive to accentuate and promote the distinctiveness of local characteristics and competitive advantages.[2]

Graham Thomas did much work promoting Singapore when he was CEO of Saatchi & Saatchi in the mid 1990s. He says "Lee Kuan Yew should be lauded as a leading practitioner in this field. He created the concept of Singapore and then pursued it remorselessly. And the Government ensured that everything joined-up and that a consistent message was promoted - whether through tourism, the airline, economic opportunities and so on. And then I would add Ian Batey to that list as he created the 'Singapore Girl' back in the 1970s and that had huge ramifications beyond just the airline. He was a key advisor to Lee. In fact, the best case-history of this idea now called Nation Branding would be Singapore."

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[edit] Nation Brands Index

The Anholt Nation Brands Index is an analytical ranking of the world’s nation brands. Released quarterly, the Index surveys and analyzes 25,900 consumers in 35 nations to determine how countries are perceived by others. The criteria underlying the ranking are: Tourism, culture and heritage, people, governance, exports as well as investment and immigration.[3]

Rank
NBI		 Country
Survey 1. Quarter 2007		 Brand Value
in Bil.$ 1.Q 2007
1 Flag of the United Kingdom United Kingdom 3560
2 Flag of Germany Germany 5396
3 Flag of Canada Canada 1402
4 Flag of France France 3168
5 Flag of Switzerland Switzerland 558
6 Flag of Australia Australia
7 Flag of Italy Italy 2787
8 Flag of Sweden Sweden 464
9 Flag of Japan Japan 9590
10 Flag of the Netherlands Netherlands 930
11 Flag of the United States United States 19735
12 Flag of Spain Spain 1604
13 Flag of Denmark Denmark
14 Flag of Norway Norway
15 Flag of New Zealand New Zealand
16 Flag of Ireland Ireland
17 Flag of Belgium Belgium
18 Flag of Portugal Portugal
19 Flag of Brazil Brazil 255
20 Flag of Iceland Iceland
21 Flag of Russia Russia
22 Flag of the People's Republic of China People's Republic of China 1121
26 Flag of Poland Poland 61
27 Flag of Singapore Singapore 152
29 Flag of India India
30 Flag of Mexico Mexico

[edit] References

  1. ^ True, Jacqui (2006). "Globalisation and Identity", in Raymond Miller: Globalisation and Identity. South Melbourne: Oxford University Press, p. 74. ISBN 978-0-19-558492-9. 
  2. ^ True, Jacqui (2006). "Globalisation and Identity", in Raymond Miller: Globalisation and Identity. South Melbourne: Oxford University Press, pp. 73-74. ISBN 978-0-19-558492-9. 
  3. ^ Marketing planet (2005-12-22). Marketing Planet Nation Brand Index - what brand image does your country have?.

[edit] Further reading

[edit] External links

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