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Countries as Brands:Values, History and Strategies. ,[object Object],Dr Marcus Leaning,[object Object],University of Winchester,[object Object],Paper presented at the British Council, Tokyo.,[object Object],2006,[object Object],Marcus Leaning,[object Object]
In this lecture I want to examine three areas:,[object Object],the way in which we may consider countries as brands,[object Object],the history of countries as brands,[object Object],the mechanisms and strategies of country branding,[object Object],Introduction,[object Object],Marcus Leaning,[object Object]
Exciting, vivacious, party.,[object Object],Traditional, polite, reserved.,[object Object],Easygoing, friendly, independent.,[object Object],Technological, strict, hardworking. ,[object Object],Mix and Match,[object Object],UK,[object Object],Thailand,[object Object],Singapore,[object Object],Brazil,[object Object]
When we think of events, objects and people outside of our immediate experience we tend to use general ideas about those events, objects and people. ,[object Object],We use general perceptions to tell us about and to help us make sense of the world.,[object Object],We term these perceptions ‘stereotypes’. ,[object Object],The idea of countries as brands,[object Object]
When we think of a country we make use of stereotypes.,[object Object],There are common perceptions of countries in much contemporary culture.,[object Object],These are shared across the world - they are ‘Global’ perceptions.,[object Object],These perceptions are understood to constitute a country’s brand.,[object Object],Countries are thought to be brands.,[object Object],From stereotypes to brands,[object Object]
There are problems in this rather simple interpretation.,[object Object],While in theory brands do the same things for both products and countries - identify, develop and communicate particular aspects to a desired audience – in reality countries and products are different.,[object Object],The image of Russia is practically and psychologically different from Coca-Cola,[object Object],These differences occur in a number of forms.,[object Object],Problems with this idea,[object Object]
Countries are composed of multiple, and often competing, stakeholders.,[object Object],Not all the participants in a country want to be regarded in the same way.,[object Object],[object Object]
“Liechtenstein as the ideal conference venue”
Population objected to the brand.1. Multiple stakeholders,[object Object]
Countries ‘suffer’ from fixed assets or natural resources.,[object Object],They cannot really launch a new product line very easily.,[object Object],Some countries are either very cold or very hot, they have mountains or beaches.,[object Object],Short of invading another country there is not much they can do.,[object Object],2. Fixed assets ,[object Object]
Countries have histories.,[object Object],With the exception of revolutions and wars “New Iraq”, they are not usually ‘new to market’ or launched.,[object Object],Similarly they cannot be ‘pulled’ and re-launched if unsuccessful.,[object Object],3. History,[object Object]
Leaders change with considerable frequency in many countries.,[object Object],Political leaders with often have a limited life and will want quick results and may not work best to long term goals.,[object Object],Moreover, goals and vision change and leads to problems with brand maintenance. ,[object Object],4. Leadership,[object Object]
While the end goal of many attempts to establish a better brand for a country is often economic:,[object Object], Inward investment,[object Object], Tourism,[object Object], Exports,[object Object],The means to achieve a better country brand are different to traditional product branding.,[object Object],More on this idea later.,[object Object],5. Countries are not just products,[object Object]
Country and product branding is considerably different. ,[object Object],Possibly due to two factors:,[object Object],The difference in nature of products and countries.,[object Object],The emergence of country brands not within the economic sphere but within the political one. Related very much to the history of country brands. ,[object Object],Countries and products are different,[object Object]
The history of countries as brands is deeply tied to changes in political communication and international relations.,[object Object],Historically the fates of countries and nations have been decided by leaders meeting (often in secret), making decisions which were then presented to those affected. ,[object Object],Indeed for many in the less developed world (particularly those without democratic political systems) this is still the case.,[object Object],Country brand history,[object Object]
1884 Otto von-Bismark, the German Chancellor, called together representatives and leaders of:,[object Object],United States of America, Austria–Hungary, Belgium,  Denmark, France, Great Britain, the Netherlands, Portugal,  Russia, Spain, Sweden–Norway, Ottoman Empire,[object Object],They then divided much of central Africa between them.,[object Object],Only then did they decide to tell the people of Africa.,[object Object],Example 1:Berlin Conference,[object Object]
Towards the end of WWII Churchill, Roosevelt and Stalin met in secret in Yalta and decided the fate of the defeated powers and occupied countries.,[object Object],After the war finished these decisions were enforced. ,[object Object],Example 2:Yalta,[object Object]
Often understood to have really started after WW2.,[object Object],It concerns the willingness of governments to represent themselves to foreign publics as well as to foreign governments.,[object Object],The emergence of ‘Public Diplomacy’,[object Object]
The emergence of public diplomacy was strongly tied to two ‘trends’:,[object Object],The spread of democracy as a form of government.,[object Object],The evolution and spread of mass media,[object Object],Why it happened,[object Object]
Changes in global political systems – colonial empires perceived as bad method of development.,[object Object],Colonial empires in decline, independence movements the eventual end of Cold war meant that democracy became more widespread.,[object Object],The spread of democracy as a form of government.,[object Object]
The post WW2 period has seen a massive increase in the form and volume of mass media. ,[object Object],More recently there has been the  emergence of new forms of  communication technologies.,[object Object],These both contribute to the increased international scrutiny of political and diplomatic activity.,[object Object],The evolution and spread of mass media,[object Object]
The idea (if not the reality) is that diplomatic decisions no longer take place behind closed doors.,[object Object],Numbers of ‘summits’ where decisions are reached on topics – climate change, information society, trade.,[object Object],Invite stakeholders to be involved.,[object Object],Lots of arguments that they not really listening.,[object Object],But it is more than before.,[object Object],Public diplomacy ,[object Object]
Countries become very concerned with their global political face.,[object Object],This influences how they are perceived and treated.,[object Object],Furthermore it influences and is influenced by economic factors.,[object Object],This is where the distinction occurs between products and countries.,[object Object],Countries have a political as well as commercial aspect to them.,[object Object],Political brands,[object Object]
There is a political side to the branding process, something that is usually missing in product branding.,[object Object],Acknowledging this is imperative to understanding how country brands operate.,[object Object],Country brands interpretation,[object Object]
A country’s brand makes an important difference to a its fortunes and countries go to considerable lengths to shape their brand image.,[object Object],This is particularly evident in wealthy democratic societies - developing and especially underdeveloped countries have relatively little power to shape their brand. ,[object Object],For example, many African nations have bad brand images.,[object Object],The perceptions of a country are its ‘Brand’,[object Object]
Simon Anholt, possibly the leading expert on the subject, argues that countries will go to considerable lengths to manipulate their brand.,[object Object],The reason certain countries can shape their brand and not others, is due to the resources, techniques and strategies used to develop a brand.,[object Object],The differences in human and financial capital between wealthy and poor countries means that the ability to shape a brand is more available to some countries than others.,[object Object],How brands are shaped and maintained.,[object Object]
The following is an adaptation of a model of place branding by Sicco van Gelder and Malcolm Allan, two key branding experts who run the company ‘Place Brands’.,[object Object],It is argued that there are a number of distinct avenues or methods through which a country can develop its branding. ,[object Object],Place Brands,[object Object]
Two areas to consider:,[object Object],Engagement and action in world political issues - Joining wars, send troops, sending aid, remaining neutral etc all have repercussions.,[object Object],The actions of political leaders in both the foreign and domestic spheres is vitally important. Not only do large political decisions receive lots of attention but small actions by leaders can have considerable influence abroad. Trifling sleights can be exaggerated by an antagonistic foreign press to huge insults.,[object Object],Foreign and domestic policy- state and leaders’ actions,[object Object]
Export brands (EBs) present a major commercial opportunity to deploy a ‘positional statement’ in relation to similar brands and can strongly define values.,[object Object],They are also one of the main immediate areas of benefit of a strong brand.,[object Object],However the commercial nature of brands means they are notoriously hard to control.,[object Object],Export brands– commercial face on the world,[object Object]
Not necessarily the same thing.,[object Object],They are both indicators of financial health but also of perceptions of:,[object Object], liberty,[object Object], safety,[object Object], lawfulness,[object Object], lifestyle ,[object Object], positive associations,[object Object],Investment and Immigration– would you want to live or work here?,[object Object]
Another area that can reap major short term benefits.,[object Object],It is possibly the most visible aspect of a country brand and one of the most long lasting in consumer perceptions.,[object Object],However, it is very difficult to ensure a definitively positive experience. ,[object Object],Also hard to encourage if perceptions are bad.,[object Object],Tourism– the experience ‘in country’,[object Object]
Countries with largely negative diasporas suffer in this way.,[object Object],If the main way a country is known is through dissidents, refuges and outspoken political prisoners and exiles the brand will be badly damaged. ,[object Object],Similarly unruly tourists present a problem.,[object Object],People– in what capacity are people encountered?,[object Object]
Sporting prowess allow for aspirations.,[object Object],The quest to ‘be like’ is very strong in sports.,[object Object],Also being a ‘host’ brings in lots of trade – Australian has benefited hugely from the Olympics.,[object Object],Sports– sports stars make good global heroes,[object Object]
Subject to whims of fashion and history.,[object Object],Some cultures benefit from mature, often 2nd and 3rd generation expatriate communities. E.G Ireland.,[object Object],Others present globally interesting ‘otherness’ to be consumed.,[object Object],Culture and heritagenot just economics - culture is important,[object Object]
A strong intellectual presence and tradition offers distinct brand and financial benefits.,[object Object],Noble prize winners, famous scientists, artists and scholars work well to attract lucrative international students and intellectual capital.,[object Object],Investment in this area takes a long time to show dividends however.,[object Object],Education– Noble prize winners and academic leadership,[object Object]

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Countries as brands

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