Nation Branding

Nation branding is an attempt to provide a state by application of communication techniques of branding techniques comparable with a commercial brand image. This awareness and trust to be positively influenced in a country abroad, in order to promote tourism, exports and investment by foreign entrepreneurs and to be perceived in the political relations with other states as a positive actor.

The Nation Branding builds on existing, mostly diffuse, judgments and images on a state and a nation an.Bestehende characteristics of a state as its political structure, culture and geography are considered as well as the population, which is also the target group of nation branding. Even their own people must transport credible the desired image of a successful nation branding.

As a first example in this species is the responsible of Tony Blair "Cool Britannia " campaign. This leaned against the old British motto Rule, Britannia! and should convey the image on the United Kingdom to be the hub for music, film, fashion, media and design.

German attempts as you are or Germany Land of Ideas were, however, directed by Simon Anholt too much inward. Anholt itself is today the nation branding critical because the image of a country could not simply improve marketing campaigns, but it's about " what cities and countries do and not what they say. "

In 2000 Switzerland Presence Switzerland was founded as a state institution for the management and coordination of nation branding in the year.

Nation Brands Index ( NBI)

To measure the reputation and image of a country in diverse fields, Simon Anholt developed the Nation Brands Index ( NBI). The first index was published in May 2005 and subsequently updated quarterly. Since 2008, Simon Anholt has partnered with the American branch of GfK in New York and published the study as Anholt -GfK Nation Brands Index ( NBI) only annually.

In 2008, the index recorded data of an online survey of 20,000 people in 20 countries (1000 per country). The survey participants evaluate 50 selected nations in the following criteria:

  • Culture (including sports )
  • Political / Government
  • Business (Products / Export products )
  • Population
  • Immigration and investment potential
  • Tourist attractiveness.

Germany has Anholt -GfK after the Nation Brands Index ( NBI) in the fall of 2008 among all nations around the world the best image, thus confirming the position of the study in the last quarter of 2007.

Simon Anholt is also the author of several other indices that deal with the image of places. Among other things, he published a city fire index periodically.

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