Not many countries are lucky enough to be economically wealthy, yet virtually all are rich in intangible assets: almost every country on earth possesses a wide variety of cultural, historical, geographical, human and intellectual capital.
– Simon Anholt
NATION BRANDING APPROACH
Without a powerful and positive reputation or “nation-brand”, no country can consistently compete for consumers, tourists, investors, immigrants and the respect and attention of other countries and the world’s media.
SELECTION BRAND CRITERIA
✓ Memorability
✓ Meaningfulness
✓ Likability
✓ Transferability
✓ Adaptability
✓ Protect ability
ELEMENT BRAND CRITERIA
✓ Brand name
✓ Logo symbol
✓ URL (Uniform Resource Locators)
✓ Character
✓ Slogan
✓ Jingle
✓ Packaging
‘Brand’ is a useful summation of the intangible competitive assets of an organization or a country: its vision, its genius, its distinctive character, its people, its promise to the marketplace. These are the factors which, when aligned around a clear strategy, give it sustainable competitive advantage, the right and the ability to charge a consistent premium, and customer ‘permission’ to constantly innovate and extend the range of products and services on offer.