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2008_FutureBrand_CBI

2008_FutureBrand_CBI

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Published by: Tiago on Sep 05, 2009
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05/11/2014

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COUNTRY BRAND INDEX 2008:INSIGHTS, FINDINGS & COUNTRY RANKINGS
 
This is the ourth year FutureBrand has produced the Country BrandIndex, a global study that ranks countries as brands and assessesopportunities, insights and ndings related to nation branding. When westarted, country branding was still a relatively new concept that otenrequired considerable explanation. Since that time, however, many morecountries have started to ocus on their brands. Destination and citybranding have become more widespread as well; even regions havestarted looking or ways to harness the power o their brands, which ismore critical in this time o global economic crisis.
Three noteworthy limitations have also emerged:
1.
Countries generally approach marketing and brandingin a decentralized way, which neither maximizes noreectively leverages the power o the brand acrossthe country, its ministries and its citizens.
2.
Country branding is seen as tactical and short term,rather than as an essential strategic activity that requireslong-term investment.
3.
Country branding has become more generic and “sae”in its approach and implementation. Few brands liveup to the special essence o the countries they represent.
CountryBranding
 
OUR APPROACH
FutureBrand has a methodology that uniquely addresses the needs ocountry brands. This approach appreciates the complexity o destinations,while still creating a single-minded brand platorm that is easy to understand,work with and embrace.We begin brand development by creating a strategic ramework thatenables us to identiy the core ocus o your country brand. This iscustomized and aims at optimizing your brand to deliver eectively.Using unmatched category insights and combined strengths in consultingand design, we dene the opportunity and create both a value propositionor your country and a visual expression or your brand that is ownable,dierentiating, enduring and dynamic. We strive to unlock your country’strue potential and connect it to what residents, visitors and investors desire.Our Hierarchical Decision Model (HDM) identies your country brand’smaturity and how residents, visitors and investors (existing and potential)relate to it on a continuum rom awareness to advocacy. This helps usunderstand how and why decisions are made and what can triggerchoices to visit or invest. The model also considers what barriers thenation needs to overcome strategically and creatively. These insightsallow your brand to be nely tuned to its audiences and their relativerequirements. This enables us to build country brands that generate highlevels o customer advocacy.
DECISION AND MOTIVATIONFRAMEwORk AND DESIRE
FutureBrandPhilosophy
MAkE ME...
TAKE NOTICEPREFER YOUBUY / INVESTFEEL SATISFIEDTELL OTHERSDECISIONADVOCACYAWARENESS
I wANT...
THEESSENTIALSTHEESSENCEAUTHENTICITYINFRASTRUCTUREGEOGRAPHYATTRACTIONSGOVERNANCEECONOMYETHOSCULTURE

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