Cartoon from XKCD.com
Guest Article by Efe Sevin
I ended my last post with a cliffhanger. I argued how taking ‘brand’ as a whole is an unforgivable mistake. You cannot measure the brand of a country, give it a number, and rank them. You need to figure out what a country’s brand stands for, and whether the target audience is willing to ‘buy’ what that brand stands for or not. In this post, I want to elaborate on this point, and to take a quick look at some of the measurement scales we have to introduce a couple of discussion points.
