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Nation Branding versus CommercialBranding– Similar Principles,Different Practices
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a presentation byDr. Alan C. Middleton
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Leger Marketing
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September 23
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2009
 
 
“Brands – both domestic and international – have almost always appeared in the past as a consequence of certain levels of market sophistication and economic and social development……………it is feasible to fast track the creation of export brands……a wide range of benefits can accrue to both the company and its homecountry.I would argue that the development of international brands is, in today’s globalized world, as inevitable and essential as the development of domestic brands hasbeen in the past.”  
Simon Anholt 2006
 
 
Agenda
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Commercial Branding
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Nation Branding
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Examining the National Branding VirtuousCircle
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Nation Brand Planning
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Conclusions
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