Executive Forum 2002
25-28 September
Montreux, Switzerland
The Values of National
Strategy
Projecting Value
Is There a Case for National Branding?
Friday, 27 September
Session 4: Projecting Value: Is there a Case for National
Branding?
The Issue:
National branding can be defined
as (1) establishing an image (internally or externally) for a country
based on positive national values and perceptions and (2) emphasizing
this image when promoting exports, tourism and inward investment.
The Proposition:
Due to the potential positive impact of effective national
branding, strategy-makers in developing countries should undertake an
analysis to determine if national branding would be appropriate and
beneficial to their country.
The first consideration: Why should a
country consider national branding? With globalization, an increasing
number of products and services can be purchased from a growing number
of sources. As a result, many products and services are becoming more
and more uniform in quality, design, price etc. Hence, country origin
becomes an important factor in the distinction between otherwise fairly
similar products and services. National branding is the identification
and use of the positive national values when trying to influence
international buyers/importers and potential investors.
The second consideration: How should a
country brand itself? Active national branding should be considered when
fundamental questions, related to cost/benefit and supply capacity, can
be answered positively. There are cases where national branding might
not be viable, because products, services and image might sell better
without being associated with their country of origin, or because costs
are likely to exceed benefits
The Recommended Approach
What does it take to brand a country and what is the process?
No two cases of branding are alike, but the following basic
decision-making process is suggested:
- Determine the basis for making the
decision and whether branding would result in a competitive
advantage.
- Conduct research and analysis.
- Develop the national brand strategy.
- Create a communications strategy.
- Implement the programme.
- Conduct an evaluation.
- Adapt the programme.