In the October of 2006 the hungarian think-tank "Demos" organized a conference titled "Image and Identity". The conference was about the find out the methods end aims of branding a country. Jeremy Hildreth, advisor for spanish-english based firm Saffron gave this presentation there. ps: "kurtoskalacs" is a hungarian speciality, its a pipe-formed cookie.

1. An introduction to robust national branding (including a case study of Poland) Jeremy Hildreth Budapest, 28 November 2006

5. many national brands today are not really brands, just the trappings of brands.

6. brand > logo

8. brand > tourism slogan

10. Quebec Jamaica Turkey Iceland Brazil Chile Papua New Guinea Mexico Indonesia Japan Australia Dubai Portugal Nicaragua Latvia Ecuador Southeast Crete Zimbabwe Eastern Sierra Kenya The United States Guatemala Bihar (India) Ethiopia Bahrain Nepal Namibia Morocco Tibet Rajasthan South Korea Britain Brittany Normandy Venezuela Pakistan San Bernadino County (Calif.) Murcia (Spain) Finland Kosovo Bhutan Italy Norway Spain The Pyrenees Tashkent (Uzbekistan) 69+ Texas (US) Mozambique Kansas (US) Idaho (US) The Middle East Urumqi (China) Iran Malta South Africa Thailand India Cornwall (England) Scotland Russia Costa Rica Tunisia Israel Egypt Alaska Mali Northern Sweden Vietnam Canada Or would you like to be a ‘land of contrasts’?

12. brand > free kurtoskalacs

14. strong nation brands stand for something

15. brand export public diplomacy tourism investment nation

16. brand export public diplomacy tourism investment idea

22. ‘ Any decent doctor would prescribe Norway ’

29. research how Poland is presented and perceived internally and externally journey what's remarkable, what's new, what's unknown interviews inside and outside Poland upwards of 110 in about 10 countries what we did: investigation (2004)

31. the view from outside 2004

33. where are you from? from Poland wow, Holland, I was there! no, I’m not from Holland I’m from Poland ...oh

37. 3. The nation brand

45. specific national perceptions

48. the view from inside 2004

49. the older generation pessimism a historic nation messianic people defensive, protective inferiority complex traditional culture and values dichotomy romanticism/positivism conflicted national consciousness

50. the younger generation Europeans, like the rest permeate the EU a contemporary nation market economy generation patriotism is not a big issue anti-establishment optimistic uncertainty

53. our view 2004

55. what we did next: feedback and idea development reviewed our findings with opinion leaders identified key concepts examined potential problem areas developed and articulated a single core idea

57. be unique to Poland – and true

58. core idea for Poland: creative tension

63. “ Poland is X” “ but Poland is also Y”

64. EXPLANATORY ASPIRATIONAL

66. brand export public diplomacy tourism investment idea

67. what comes next (2007) expressing the brand visually, verbally, experientially coordinating what others are doing Tourism, investment, foreign affairs, regional development, the cities, Expo bids creating a ‘Brand Polska’ network Task forces, brand champions and other interested parties— to swap ideas and take the programme inward, outward, onward and upward

69. a strong national brand can elevate Hungary from being ‘just ano ther former Eastern Bloc country’ to being some particular kind of special, intriguing, desirable place to be .

70. a strong national brand will give Hungary credit for its achievements and recognition for what it can contribute to the world.

71. a strong national brand will allow people to see ‘Hungarian-ness’, to know what that means, and to value it.

73. and it must be more than a destination brand – it must be a national brand why?

74. there is only one Hungary .

87. Thank you. K öszönöm .