Identity and image of nations

Dr Keith Dinnie keith.dinnie@brandhorizons.com

Concepts, Issues, Practice 1. The recent evolution and prominence of nation branding 2. Adapting brand theory to the context of nation branding 3. Ethical and managerial issues in nation branding 4. Future horizons for nation branding
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1. Recent evolution and prominence of nation branding

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Objectives for nation branding Stimulate growth of branded exports Increase inward-bound tourism Attract inward investment Increase international political influence Combat negative national stereotypes
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Nation brand hexagon/index (Anholt 2002)

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NBI elements - tourism Often the most visibly promoted aspect of the nation brand Most tourist boards spend lots of money selling the country around the world

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NBI elements - exports Level of satisfaction with each countrys products and services Perceptions of each countrys contribution to progress in science and technology

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NBI elements foreign and domestic policy (governance) How competently and fairly each country is governed How much respect is given to human rights Upholding international peace and security

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NBI elements investment and immigration Personal willingness to live and work in each country Opinions on which country would be most suitable for obtaining a higher educational qualification

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NBI elements culture and heritage Perceptions of the countrys cultural heritage Intention to consume its popular, more commercial cultural products Perceptions of the countrys sporting ability and achievements

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NBI elements - people How welcoming the people of the country are perceived to be Are they the kind of people you would choose to have as a close personal friend

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Nation-brand awareness

In the UK, when people hear the word Iceland they think of a supermarket. Does this matter?
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The Icelandic invasion of the UK

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Would you allow this man to brand your nation?

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2. Adapting brand theory to context of nation branding

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The product-nation brand continuum

Service branding

Product branding Corporate branding

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Nation branding

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Conceptual model of the nation brand

Nation-brand identity
Critical components: History Language Territory Political regime Architecture Sport Literature Art Religion Education system Icons Landscape Music Food & drink Folklore

Vectors of nation-brand identity

Branded exports Sporting achievements The diaspora Marketing communications Brand ambassadors Cultural artefacts Govt foreign policy Tourism experience Prominent personalities

Nation-brand image

Audiences: Domestic consumers External consumers Domestic firms External firms Inward investors Governments Media

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Nation-brand theoretical category interaction

Anticipation

Antecendents

Stereotypes Useful myths Personal experience

Complexity

Encapsulation Redefinition Branding Zeitgeist

Properties

Cultural Expressiveness Heritage Landscape The arts

Managing diversity Uncontrol-ability Urban/Rural dichotomy

Engagement

Consequences

Inclusiveness Exemplars Transparency

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Asset-based nation-brand equity

Internal assets

Inna

te
Iconography Internal education Landscape Commerce-culture Culture interface

Nu rtur e

Nation-brand equity (NBEQ)

Country image perceptions Brand ambassadors External portrayal in The diaspora popular culture Branded exports

Vic ar

ious

ed inat sem Dis

External assets

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3. Ethical and managerial issues in nation branding

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Who needs to be involved?

Political leaders

Government departments

Private sector organisations

Civil society

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Coordinating nation-brand touchpoints

Need for a coordinating body Leverage opportunities for co-branding, sponsorship, etc The film: Braveheart The product: Glenfiddich malt whisky Benefit to the Scotland nation-brand?
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1. Set up working groups

Olins seven steps for nation brand programmes (1999)

2. Perception of the nation 3. Evaluate strengths & weaknesses 4. Central idea created 5. Visualisation 6. Message coordination

7. Launch liaison system

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A highly politicised activity -Branding or rebranding of a nation is a highly politicised activity -Public bodies involved in branding the nation, e.g. Scotland the Brand, must seek consensus in the attributes and associations selected for projecting the national brand
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Key managerial imperatives: 1 Managing diversity

Increasing European integration Higher levels of migration across national boundaries Far greater heterogeneity in many nations population than existed previously
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Key managerial imperatives: 2 Uncontrollability

For some respondents, the uncontrollability of multiple factors renders the nation-brand construct redundant For others, a solution lies in segmentation of markets and tightly targeted sub-brand campaigns
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Key managerial imperatives: 3 Managing the urban/rural dichotomy Challenge of building a multifaceted yet coherent image of the nation without domination by either urban or rural imagery Prevent nation-brand degenerating into a superficial amalgam of outdated clichs
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Key ethical imperatives: 1 Nation-brand manager

Who can legitimately claim to act as the nations brand manager? Well, I mean, the key thing there is, is it an elected person or a non-elected person? The brand manager is most likely to be a governmentendorsed entity reflecting tourism, trade and investment input.
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Key ethical imperatives: 2 Nation-brand values

Who has the right to decide upon these? Extensive internal consultation and buy-in is essential to a successful process as no one has a right to impose a perspective. The value decision should be divorced from one person as much as possible.
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Key ethical imperatives: 3 Is brand acceptable?

Deep-seated hostility to the idea of treating a nation as a brand Most people are revolted by the idea of treating a nation as a brandits like trying to treat a child as a brand. Alternative terminology reputation rather than brand?

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Key ethical and managerial challenges

Nation branding presents challenges both managerial and ethical Ongoing debate whether a nation is too complex to treat as a brand Widespread hostility to treating a nation as a brand However, nation branding is on the increase in all parts of the world
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4. Future horizons for nation branding

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What needs to happen

Unite all stakeholders around the brand every citizen is a stakeholder Project different facets of the brand to different target segments Reconcile old-fashioned rural imagery used by tourist boards with the reality of a sophisticated modern nation

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Innovative branding techniques

The nation-brand programme Diaspora mobilization E-branding Sonic branding
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