Zīmols kura nav

LU SZF publiskā diskusija

" Vai Rīga jau gatava: pilsētas tēla veidošana“
2010. gada 23. martā
 $1triljons
$1miljards

$1miljons Pasaules valstu zīmolu veidošanas tirgus

http://www.cnbcmagazine.com/story/corporate-makeover/1102/1/
Kas ir vietas zīmola veidošana?
 Dubaija

Take Dubai: its brand promise has been aggressively projected over the last decade by the creation of
a series of truly powerful and differentiating experiences (sporting events, the Burj, the ski slopes
etc) which have substantially determined how the world now views the Dubai brand.

http://nation-branding.info/2009/01/21/branding-the-united-arab-emirates-uae/
 Abu Dabi

"The most important thing about this facility is that first and
foremost it's a communication tool for Abu Dhabi and that was
proved very clearly in terms of the Grand Prix and how it got the
name out there -- people now know where Abu Dhabi is."
 Francija

In an increasingly globalized planet where the English

language and Hollywood dominate, the French are taking all
things French very seriously. France spends a whopping $1.4
billion each year promoting its culture and language abroad.
http://edition.cnn.com/2010/WORLD/europe/02/12/frenchness.diplomacy.culture/index.html
 Dānija

“Sports events today are much more than a sports competition. They are an
experience for the athletes and participants – and for the tv-viewers at home. They are
a tool to attract visitors to a country. They are a catalyst for social development and
communication of values”, says Lars Lundov

http://nation-branding.info/2009/04/18/denmark-brands-itself-with-sports/
 D. Koreja

South Korea’s new plan to nurture 300 small- and mid-sized enterprises (SMEs) with high
growth potential, commonly known as “hidden champions,” into competitive global players by
2020. It will help consolidate the country’s reputation as a technological powerhouse and,
in the long run, enhance its global image.

http://nation-branding.info/2010/03/20/update-on-south-korea-nation-branding-project/
 Austrālija

SYDNEY (AFP) Jan 12, 2009 — An Australian state has launched a global search for
candidates for "the best job in the world" -- earning a top salary for lazing around a beautiful
tropical island for six months. The job pays 150,000 Australian dollars Tourism Queensland
campaign generated US$ 70M of global publicity, while its estimated cost is only US$ 1 M.

http://www.google.com/hostednews/afp/article/ALeqM5jaxcIb71fkpboX3q4GHTJl3prH_A
 Latvija

http://www.latvijaexpo2010.lv/en/tag/latvija-expo-
2010/
 Kas nav valsts zīmols?
• Tikai par tūrismu
• Tikai logo
• 60” klips CNN
• Tikai ārzemniekiem
• Īstermiņa projekts
• Kosmētika
• Tas pats, kas korporatīvais zīmols
• Viegli
• Jaunums
• Ieguldījums neizmērāmu rezultātu
 Mathias Akotia

“
A country brand strategy therefore
is a plan for defining the most
realistic, most competitive and
most compelling strategic
vision for the country.

Country branding harmonizes

national policies as varied as acts
and policies of government, the
values and behaviors of the
citizenry, education, culture,
sports, health, taxation, public
diplomacy, look and feel of
settlements, export and
investment promotion, and
infrastructure development.

http://nation-branding.info/2010/02/17/what-is-nation-branding-brand-ghana-ceo-writes/
Kāpēc valstij nepieciešams zīmols?
Sabiedrības un elites interesēs ir
lai nauda tiktu tērēta tās teritorijā
Trīs valstu konkurences virzieni

• Eksports
• Investīciju piesaiste
• Tūrisma piesaiste

Affect the way its nationals are treated as

tourists or potential employees as well.
Kā izveidot vietas zīmolu?
• Noalgo sešciparu formu (no ārzemēm).
• Ļauj “ekspertiem” iepazīties ar situāciju.
• Atlasi kādu no piedāvātajiem logo un saukļiem.
• Noorganizē preses konferenci.
• Izveido jaunu veblapu.
• Brīnies kāpēc sabiedrība to nepieņem un vispār
kāpēc tas viss nestrādā.

Travis Sheridan, AuthentiCity: The Secret of Place Branding

http://travissheridan.blogspot.com/2009/07/authenticity-secret-of-place-branding.html
Enterprise Estonia operates in the following sectors:

• Increase of sustainability and

acceleration of growth of the new
companies;
• Improvement of export and
product development capability of
the Estonian companies;
• Involvement of foreign direct
investments in the Estonian
economy;
• Increase of tourism export and
development of domestic tourism.
ikp - EE, LT, LV
Jose Filipe Torres

“
The impact on the GDP-
establish an objective and go after
it. When it comes to rankings and
polls, they don’t necessarily imply
higher GDP, more talent or more
tourism. You can have a good
opinion about some country, but
that doesn’t necessarily make you
want to go there, invest there or
move there.

http://nation-branding.info/2009/06/17/exclusive-interview-
country-branding-consultant-jose-filipe-torres/
 Austrālija

Some of Australia’s leading executives are pushing a new lobby to convince the Australian
government to manage its country brand holistically, fearing a drop in popularity of Australia’s
nation brand worldwide. Australia was 9th at last year’s Nation Brands Index, and 1st at the
Country Brands Index 2008.

http://nation-branding.info/2009/07/29/brand-australia-council/
 Austrālija

“
But all this seems to lack
cohesion between key
players and their ideas and
initiatives regarding our
image and identity. This has
long been the problem:
government departments,
industry sectors and major
institutions all going their own
way in reflecting Australia to
the world without any
common thread or unity of
Malcolm Long vision.

http://www.abc.net.au/unleashed/stories/s2810333.htm?site=gippsland
 D. Koreja

With an annual budget of $5.8 million, Presidential Council on Nation Branding is

operating as a watchtower of pan-government, related departments, and streamlines
all processes and presses all kinds of keys, at all times.
http://nation-branding.info/2010/01/13/south-korea-update-country-nation-branding-seriously/
 Zviedrija

Part of Sweden’s celebrated image can be credited to the fact that the country has a unified
brand platform, the result of incorporating the Swedish Institute, VisitSweden, the Ministry for
Foreign Affairs, Invest in Sweden Agency and the Trade Council into the Council for the
Promotion of Sweden, which generated a common brand platform for most of the relevant
aspects of the country.

http://nation-branding.info/2009/12/02/brand-sweden-goes-local/
 ?
Kāds ir vēstījums?
 Latvijas jaunais zīmols popularizēs Latviju kā vietu, kurā, tūristam
atbraucot, ir iespēja mainīt savas dzīves tempu, lai izbaudītu
nesteidzīgu, niansētu atpūtu, kas ļautu iegūt jaunu pieredzi, rast
harmoniju un atklāt savas patiesās vērtības.
Aldis Kušķis

no valsts ekonomiskā tēla viedokļa daudz

būtiskāka ir "ātrās un dinamiskās Latvijas
ideju virzīšana".

Pēteris Strautiņš

"Piemēram, iespējams, vidējais Ķīnas tūrists no Latvijas vēlas saņemt kompaktā

laikā noteiktu ceļojumu paketi, nevis nesteidzīgu atpūtu. Pirms virzām ideju par
Latviju kā nesteidzīgas atpūtas zemi, ir jāsaprot, ko vēlas katra tūristu grupa,"

Andris Ozols

Rīgas reklamēšanas kampaņu "Live Rīga", kurā tiek saturiski

integrētas sadaļas "Look Riga", "Feel Riga", "Stay Riga" un "Work
Riga", drīzumā varētu papildināt arī ar sadaļu "Slow Riga", tematiski
sasaistot ar jauno Latvijas tūrisma tēla koncepciju.
Vita Jermoloviča
Vally Olins

“
Nesaskaņota valsts un tās
pilsētu zīmolu veidošana ir
"pilnīgi bezjēdzīga naudas
tērēšana"

http://ow.ly/1d6pi
Vai zīmols ir tikai ekspertu joma?
Vai cilvēki jūt piederību?
Vai cilvēki jūt piederību?
Simon Anholdt

“
Riga - which I mentioned in an
earlier post as one of my favourite
European cities - has risen from
46th to 9th position since a
newspaper article mentioned the
contest. Naturally, thousands of
the good citizens of Riga got
voting, and succeeded in pushing
their city up the rankings.
 Omāna

For Oman to be successful, both economically and socially, it is critical for its citizens, consumers,
businesses and workers to develop a positive concept of what Oman stands for and where it is
going. We must first develop this internally before we can hope to convince the rest of the
world.

http://nation-branding.info/2009/02/04/national-brand-for-oman/
 Kosova

"It's creating an image of something we're not," she says. "It's

too superficial." Albin Kurti

http://www.time.com/time/world/article/0,8599,1964625,00.html
‘Cool Britannia’

Why did Tony Blair’s

campaign fail so
miserably? When they
invented “Cool Britannia,”
nobody asked the Brits,
“Do you feel cool?”
Nicolas Papadopoulos
Nicolas Papadopoulos

“
....if you’re trying to sell yourself
or your country or your place to
others on a certain brand
proposition, you can’t separate
that out from how the people
see themselves and understand
their own identity
 “I-am-because-we-are”

Get Wildly Creative About South Africa, inviting people to dream up

great ways to promote this colorful African country. Opening March
15, as a part of a major nation branding research project.

http://sanfrancisco.bizjournals.com/prnewswire/press_releases/California/2010/03/01/NY61784
Fresno – zīmola platforma bez logo
Fresno – zīmola platforma bez logo
Fresno – zīmola platforma bez logo
Fresno – zīmola platforma bez logo
Politikas loma valsts zīmola vērtībā
Simon Anholdt

“
As head of state, Obama has
boosted the value of "Brand
America" by just over $2
trillion, up from $9.7 trillion in
2008 to $11.8 trillion this year.
That means U.S. goods,
services, people, and even the
country's landscape are about
20 percent more enticing to the
global market than they were in
2008.
The $2 Trillion Man
Anholt-GfK Roper Nation Brands Index
Nations measured in each wave of the
survey include:

• North America: Canada, US

• Western Europe: Austria, Belgium,
Denmark, Finland, France, Germany,
Holland/The Netherlands, Ireland, Italy,
Scotland, Spain, Sweden, Switzerland, UK
• Central/Eastern Europe: Czech Republic,
Estonia, Hungary, Lithuania, Poland,
Romania, Russia, Turkey
• Asia Pacific: Australia, China, India,
Indonesia, Japan, Malaysia, New Zealand,
Singapore, South Korea, Taiwan, Thailand
• Latin America: Argentina, Brazil, Chile,
Columnbia, Cuba, Ecuador, Mexico, Peru
• Middle East/Africa: Angola, Egypt, Iran,
Kenya, Saudi Arabia, South Africa, United
Arab Emirates
Like Iceland, Dubai, Latvia and a few
others before, the relatively small country
of Greece has been on the eye of an
economic storm recently.

http://nation-branding.info/2010/02/13/greeces-image-into-the-storm/