All over the world, companies have been able to develop brands that have gained global appeal. I mean you can mention Coca-cola, Apple, Samsung, Nike, Adidas, Jaguar and so many others. However, when it comes to nation branding it’s a different ball game all together.
Branding is the expression of the essential truth or value of an organization, product, or service. It is communication of characteristics, values, and attributes that clarify what this particular brand is and is not- (http://www.tronviggroup.com/the-difference-between-marketing-and-branding)
Branding is one of the most important aspects of any business or company, so it is same for countries as well. An effective brand strategy gives a country the major edge over other countries in sectors such as tourism and finance. In other words a country’s brand reflects the commitment and hope of what the country has to offer to both citizens and the world at large. Countries all over the world often compete for many at times, same things, such as investors, tourists, financial bids, export /import contracts and global media attention and so on. Therefore there is need to establish a significant and differentiated presence in the global market.
In this series, Brand Ego, will bring to you selected countries and how they have used strategies to develop their brands over the years. We want to see countries that have ego’s to undertake policies that have made them global state brands. Which countries are putting in the efforts and which are not? Let’s discover together, keep to this space.