Résumé
In an interview, Simon Anholt, a leading specialist in creating brand strategies for countries, talked about how a country's "brand" can help or hinder its exports. He said that the biggest danger is people making naive comparisons between branding in the private sector and what it can do for countries. There is recognition that image may be one of the primary barriers to economic development, but methodologies from the corporate sector applied clumsily onto national development are extremely dangerous. Countries can prepare a brand strategy that shows what their image would need to be to achieve their economic and social goals, and how to deserve that image. Branding is not what most people think it is. It is one of the key creators and sustainers of wealth in developed countries. There are very sound arguments for linking this all together into a national strategy.
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Extrait
Plug Into Your National Brand
A country's "brand" can help or hinder its exports. Plugging into the essence of its people, institutions, geography, history and culture, a nation can create a brand strategy that shows its true, distinctive self.
Q Can establishing a brand really help a developing country to improve its market position and international profile ?A Yes, but only if it's true. The first rule of nation branding has to be a long, hard look at the reality of the country and asking a painful questi...Voir le contenu complet de ce document
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