Nation branding
Nation branding aims to measure, build and manage the
Nation branding is a developing field in which scholars continue their search for a unified theoretical framework. Many nations are aiming to improve their country's standing, as the image and reputation of a nation can heavily influence its economic vitality. They seek to attract tourism and investment capital, increase exports, attract a talented and creative workforce, and enhance their cultural and political influence in the world. Different ways that nation project their nation brand include export, foreign direct investment, and tourism. One example of exporting products is that Germany is known for their motor industry because famous car companies like
In practice
Nation branding is practiced by many countries, including the United States, Canada, France, United Kingdom (where it is officially referred to as
In academia
Nation branding can be approached in academics as a field in social sciences, political sciences, humanities, communication, marketing and international relations. Scholars such as Evan H. Potter at the University of Ottawa have conceptualized nation brands as a form of national soft power. All efforts by government (at any level) to support the nation brand - either directly or indirectly - becomes public diplomacy.[6]
Anholt-Ipsos Nation Brands Index
The concept of measuring global perceptions of countries across several dimensions (culture, governance, people, exports, tourism, investment and immigration) was developed by Simon Anholt. His original survey, the Anholt Nation Brands Index, was launched in 2005 and fielded four times a year. Today it is fielded and published once a year in partnership with GfK, named the Anholt-GfK Nation Brands Index, using a panel of 60,000 people in 20 countries to monitor the global perceptions of countries. There is also an Anholt-GfK Roper City Brands Index.[8][9][10][11][12]
Futurebrand Country Brand Index
Futurebrand publishes the Country Brand Index every year, which includes an overall ranking of the 75 countries and rankings by dimension, FutureBrand collected quantitative and qualitative data from Approximately 2,500 opinion-formers and frequent international business or leisure travelers in 17 countries (USA, Canada, Brazil, Argentina, UK, Germany, France, Russia, Turkey, South Africa, UAE, India, China, Thailand, Japan, Mexico and Australia). complete perception dashboards for the top five country brands, regional leaders, and 'ones to watch' for the future. Futurebrand tests a global research sample based on the Hierarchical Decision Model (HDM) which involves determining an individual's awareness, familiarity, association, and preference towards a country's brand. In their 2018-19 ranking, the top 5 nations brands were (ranked from first to fifth) Germany, Switzerland, Japan, Sweden, and Canada.[19]
See also
- Country of origin
- Branding
- Place branding
- Public relations
- Cool Japan
- Cool Britannia
- Presidential Council on Nation Branding, Korea
References
- OCLC 794367115.
- ^ Pamment, James (2013). New Public Diplomacy in the 21st Century A comparative study of policy and practice. New York: Routledge. pp. 35–36.
- ISBN 978-0-19-558492-9.
- ISBN 9781403945167.
- ^ Pamment, James (2013). New Public Diplomacy in the 21st Century A comparative study of policy and practice. New York: Routledge. pp. 99–126.
- ISSN 1528-3577.
- ISBN 978-0-19-558492-9.
- ^ "GERMANY KNOCKS USA OFF BEST NATION TOP SPOT AFTER 5 YEARS". Press Releases. GfK Custom Research North America. November 12, 2014.
- ^ "US VOTED TOP COUNTRY FOR ATTRACTING TALENT AND INVESTMENT – BUT WITH A REDUCING LEAD". Press Releases. GfK Custom Research North America. November 14, 2013. Archived from the original on October 17, 2015. Retrieved November 12, 2014.
- ^ "Two-Thirds of Nations Experience Reputation Decline in 2012 Nation Brands Index". Press Releases. GfK Custom Research North America. October 23, 2012. Archived from the original on November 6, 2012.
- ^ "Nation Brands Index 2011 released". Archived from the original on June 5, 2012. Retrieved October 24, 2011.
- ^ Nation Brands Index 2010 released
- ^ Ipsos (November 7, 2023). "Global Press Release" (PDF) (Press release). Retrieved November 7, 2023.
- ^ Ipsos (November 2, 2022). "Global Press Release" (PDF) (Press release). Retrieved November 4, 2022.
- ^ Ipsos (October 19, 2021). "Global Press Release" (PDF) (Press release). Retrieved January 14, 2022.
- ^ Ipsos (October 27, 2020). "Global Press Release" (PDF) (Press release). Retrieved January 14, 2022.
- ^ Ipsos (November 18, 2019). "Global Press Release" (PDF) (Press release). Retrieved January 14, 2022.
- ^ Ipsos (October 25, 2018). "Global Press Release" (PDF) (Press release). Retrieved January 14, 2022.
- ^ http://www.futurebrand.com/uploads/CBI-18_19-LR.pdf [dead link]
Further reading
- Andrew Stevens (June 8, 2011) "The Singapore brand offers a thoroughly modern city" City Mayors Foundation.
- Anholt, Simon (2003) Brand New Justice: the upside of global branding, Butterworth Heinemann, Oxford.
- Chan, Rachel (April 20, 2011) Review of Brand Singapore by Koh Buck Song at University of Southern California Center on public diplomacyat the Annenberg School.
- Clay Risen (Dec 11, 2005) "Branding Nations", New York Times.
- Council on Foreign Relations (November 9, 2007) Backgrounder on Nation Branding Archived February 9, 2008, at the Wayback Machine.
- Fan, Y. (2006) "Nation branding: what is being branded?" Journal of Vacation Marketing 12(1): 5–14.
- Gubel, Peter (May 29, 2005) article in Time Magazine.
- Johansson, Johny K. (2004) In Your Face: How American Marketing Fuels Anti-Americanism, Upper Saddle River, NJ: Financial Times/Prentice-Hall.
- Kotler, Philip; Jatusripitak, Somkid; Maesincee, Suvit (1997) The Marketing of Nations: A Strategic Approach To Building National Wealth, The Free Press, New York.
- Litvinov, Nikolai. Brand strategy of territory (Part 1) // Journal of Brand Management (Russia). — 2010. — No.4(53). — P. 244–255.
- Litvinov, Nikolai. Brand strategy of territory (Part 2) // Journal of Brand Management (Russia). — 2010. — No.5(54). — P. 302–318.
- Meike Eitel, Marie Spiekermann (2005) Nation Branding : San Marino developing into a brand
- Melerowicz, Mariana (2009) National Branding in Poland Archived September 3, 2011, at the Wayback Machine in: AICELS Law Review - Journal on Central European Law. No.1, Rincon: The American Institute for Central European Legal Studies (AICELS).
- Olins, Wally (2002) "Branding the nation – the historical context", Journal of Brand Management 9(4-5).
- Potter, Evan (2009) Branding Canada: Projecting Canada's Soft Power through Public Diplomacy Montreal/Kingston: McGill-Queen's University Press.
- Rendon, Jim (November 23, 2003) "When Nations Need a Little Marketing", New York Times.
- Risen, Clay (March 13, 2005) article, Boston Globe.
- Townsend, Jake (August 8, 2011) "Branding Peace: Norway's Identity Put to the Test" Huffington Post.
- True, Jacqui (2006) "Globalisation and Identity", in Raymond Miller (ed.) New Zealand Government and Politics, Melbourne: Oxford University Press.
- Weiner, Eric (January 11, 2006) Feature of National Public Radio's "Day to Day",
External links
- USC Public Diplomacy
- Nation Branding at SourceWatch