NATION BRANDING: DRIVING COUNTRY IDENTITY AND REPUTATION

A country brand is the image and reputation that a country projects to the world. The objective of a country brand is to promote the country's products and services to the world. The country brand is built and managed by the way the country represents, positions and markets itself. The goal of a country brand is to be distinguishable and recognizable against other countries. A successful country brand is one with a positive reputation for the quality of their products or services. The essence of a country brand is to demonstrate in an authentic and believable way what the country stands for. A country brand strategy articulates how a country has chosen to manage its image and identity to close the gap between perception and reality.

Much like a company brand, a country brand makes a promise to target audiences and target markets based on the country’s communicated values. It is an assurance that any product or service exported from this market has met and is aligned with these values. For an exporter, the benefit of a country brand is the opportunity to capitalise on the country’s image and reputation in the global marketplace.

IMPORTANCE OF NATION BRANDING

Country branding, if done well, enhances a country’s reputation and not only shines on the country itself but also on its products and assets, making them appear preferable in the eyes of the consumers.

It is of paramount importance to the nation’s perception by the world, to businesses in the country, the government and even the economy. The nation brand, as seen in the hexagon below, influences the perception of a country’s:

WHAT ASPECTS DO WE USE TO BRAND A COUNTRY?

It is very important that there be a curated image for a nation, its people and the quality of its goods and services which, if positive, would result to the benefits highlighted earlier. Through effective management of the Nation Brand, countries are able to develop and identity a Nation Brand that serves both the country and the brands within it.

A country’s image and reputation is shaped through:

• Governance: This is the public opinion about national government competencies, fairness and commitment to global goals.
• Exports: The public opinion of products and services from a certain country.
• Tourism: The level of interest in visiting a country.
• Investment and immigration: The power to attract people to live, study and work in a country.
• Culture and Heritage: The public perception of a country’s culture and heritage.
• People: The country’s citizen’s reputation for openness, competence and friendliness.