Nation Branding can take some absurdly funny turns.
“Mihai Gongu, a creative director at the Romanian advertising agency GMP, is the mastermind behind the Gandul campaign. Called “Why Don’t You Come Over?” the campaign features slogans such as “We speak better English than anywhere you’ve been in France” and “Charles bought a house here in 2005. And Harry has never been photographed naked once.” Each advertisement has the slogan: “We may not like Britain, but you will love Romania.””
Read the whole article here: Romanian Campaign Hits Back At Negative British Ads.
… or a very different type of Nation Branding.
by Ares Kalandides and Mihalis Kavaratzis
Let’s face it: There are probably few countries in Europe right now with a worse image than Greece (we can’t really think of any that even come close). From what we hear, it is especially in Germany, the Netherlands and in Austria where that image is the worst. And even Greece’s southern neighbours (Italy for example) seem to be glaring at us with the fear of contamination. Greece is Europe’s joke. Both being Greeks who have been living abroad for a while and have left for different reasons, we know very well how much of what is said today is absolutely true – and partly a reason we are not living there. But also, we know Greece very well, we have our families and our friends back there, and we know that there is much more to the country than what the populistic central European media wants us to believe. The problem, as usual, are the stereotypes: extending what may be true for some (or many) to everybody. So any expression of the type “the Greeks are” or “the Greeks do” (it could be the Germans, the Brits etc.) is reductive and simply stupid. But it serves the goal of stigmatizing a whole people, making it look like humans of a lower category.
by Brendan Colgan
A new city brand campaign, dubbed the ‘Creative Tokyo’ project, was unveiled by the Japanese government earlier last month in the nation’s capital. The campaign targets Tokyo’s creative industries and consists of numerous art, fashion, music, food, and other cultural events planned into the New Year. Continue reading
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in:polis | urbanism in cooperation with the School of Tourism and Hotel Management (Akdeniz University Antalya) are happy to announce the Second Call for Papers for the Conference “Destination Management and Branding in the Mediterranean Region” to be held in Antalya in April 2012.
Europe According to Switzerland (Mapping Stereotypes Project)
by Caspar Lundsgaard-Hansen
Last week, Efe Sevin posted an interesting article on this blog about the Nation Brands Index. This seemed to me like a good opportunity to hint at the work of Yanko Tsvetkov. The graphic designer and visual artist wonderfully maps nation stereotypes.
Even though these maps might not enhance serious nation branding it is nevertheless worth taking a closer look at this artist’s work. As we all know, stereotypes might also actually contain some degree of truth. Or would anyone disagree that Switzerland is the world?
Guest Article by Efe Sevin
Today, I went to the press conference organized by the Anholt-GfK Roper Nation Brands Index (NBI) to unveil their latest survey, NBI 2011. With the United States being at the top of the list third year in a row, NBI listed a total of 50 countries’ brands. In the table below, you can see the top 10 countries from 2008 to 2011.
As I have mentioned earlier, I have several doubts about NBI as a robust measurement scale. Below, I’ll try to organize my ideas under three headings:
- What is NBI good for? When should NBI be used?
- Why doesn’t NBI measure ‘nation brands’?
- Why is NBI’s understanding of nation brands incomplete (if not entirely wrong)?
by Brendan Colgan
A six-month Sh76 million (~523,000 €) social marketing campaign for Kenya was unveiled earlier this week as part of the ongoing state-sponsored initiative Brand Kenya. The campaign has been dubbed Nitakuwepo, a Swahili word meaning “I will be there”. The aim of campaign is to enhance Kenya’s national pride and to urge citizens to “be there” for Kenya because their own contributions are very important for the overall health, success, and cohesion of the nation. The campaign will appear in magazine ads, newspapers, online media, along with several tv spots beginning this week.
By Renard Teipelke
Do you remember the time when some nations or their progressive leaders/decision makers thought of nation branding as an innovative and cool tool to position their country in a globalized world?! That is to say: a time when nation branding was (deliberately) used by countries like Japan, France, or Australia to market their strengths and to show the world why it makes sense to visit their country or invest in it (by actual direct investment or by buying its export products etc.). Well, nation branding will probably take on a new dimension. The objectives will be similar to common nation branding, but the reasons for doing it will be completely different: Countries are going to use it as a last resort in order to rescue what there is left or in order to recover from a total (political, economic, social/cultural, ecological) crash or crisis. Here are four examples: Continue reading
by Caspar Lundsgaard-Hansen
What role can movies play concerning destination brand building? MORGAN, PIGGOTT and PRITCHARD (2004) argue that movies can be understood as opportunities for public relations (PR) strategies, which in term can be a cost-effective tool in the drive to create valuable destination brand relationships. Continue reading