1. COUNTRY BRANDING AND
ECONOMIC DEVELOPMENT
IX LVIV INTERNATIONAL ECONOMIC FORUM
1 OCTOBER 2009

2. We are part of Interpublic Group, an integrated global
network of marketing services companies
Interpublic Group
(IPG)
Advertising Public Relations Branding & Brand Events Media CRM
Design Services
Jack Morton
McCann Erickson Golin Harris Universal McCann MRM
Momentum
Campbell Mithun Weber Shandwick Initiative Media
Lowe Group
Draftfcb
Deutsch
Springer & Jacoby

3. We work with some of the world’s most successful
corporations...

4. And some of the most powerful country, travel and
tourism brands

5. The Country Brand Index

6. Country branding complexities

7. Opportunities for a country brand
• Provides the “glue” (consistency) among political, social and economic pillars
• Defines how the country’s own citizens and the world perceive it
• Aids in the achievement of strategic objectives across political, FDI, export,
tourism, etc.
• Creates a seamless connection between the country’s strategic intent, its marketing
and its experience
• Delivers a unifying platform that builds synergy, allowing for cross-promotion and
public and private sector alignment

8. Branding helps build compelling tourist destination brands that
distinguish the country and attract visitors

9. Country-branded products extend the country brand into the realm of
commerce and enhance export sales

10. Country branding plays an important role in helping to attract FDI

11. CASE STUDY

12. SINGAPORE
A UNIQUE BLEND…

16. Before After

17. By 2008, Singapore had improved its image so that
it was seen as one of the Top 10 country brands in
the world for:
•Resort & Lodging Options
•Shopping
•Nightlife
•Fine Dining
+66%
+34% visitor arrivals
for 2004 over 2003
5.4% annual growth
for 2005-2008

18. The Singapore image as a business
destination is one of the Top 10
country brands in the world for:
•Easiest to Do Business In
•New Country for Business
•Conferences
•Advanced Technology
+95%
14.4% average annual GDP growth
since 2003
67% total increase in FDI,
16.8% annual growth 2004-2007

19. A Quick Look at the
Ukraine Country Brand

20. HDM identifies the relationship between marketing measures
and financial performance
The Hierarchical Decision Model
Awareness
Familiarity
Associations
Preference
Consideration
Areas of
Brand Investment
Decision/ Return on
Visitation Brand Investment
Advocacy
FutureBrand ®

21. HDM snapshot of Brand Ukraine from the 2009
Country Brand Index research
Global Rank / Top 2 Box Rating
Awareness 68 / 67.1%
Familiarity 29 / 24.6%
Top 25 Rankings Bottom 25 Rankings
Associations
Fine Dining Authenticity
Ease of Travel Friendly Locals
Preference
Rest & Relaxation
Safety
Consideration
Value for Money
90 / 0.2% Easiest to Do
Business In
Decision/ 74 / 2.2% Standard of Living
Visitation
Political Freedom
49 / 6.9% Desire to Visit/Visit Again
Extend a Business Trip
Advocacy 63 / 1.3%
Quality Products
New Country for
Business
Rank denotes place out of 102 brands measured, a rank of 29 means the Ukraine had the 29th best Top 2 Box rating for the measurement FutureBrand ®
Top 2 Box is the percentage that rated the brand “Very Good” or “Excellent” (6 or 7 on a 7-point scale) for a specific quality

22. Our Country Brand FRAMEWORK APPRAISAL
COUNTRY BRAND Framework is a proprietary tool for
assessing and managing country brand assets
The The
Essentials Essence
The places, practices, The vibe and social
structures and standards experience of a country
of a country. Business, and how it resonates.
travel and investment What you feel and what
considerations. you remember.

23. The specific elements of the framework
Attractions Authenticity Culture Ethos
Monuments, People, Arts, music, Beliefs, mores,
Wants icons, places, programming, intellectual customs, values,
activities rituals, events, output, creative history, legends,
discovery environment mystique
Tangible Abstract
Geography Infrastructure Economy Governance
Topography, Communications, Industry, fiscal Domestic and
Needs climate, transportation, policies, standard foreign policy,
naturalresources, healthcare, of living management,
location technology stability
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24. High-level framework assessment of Ukraine country brand
Attractions Authenticity Culture Ethos
Historical sites, Very low profile, Architecture, Not perceived as
Wants fine dining, relatively unknown museums, art friendly/open,
nightlife & beach; outside the region from medieval- little-known history
need resorts present times outside the region
Tangible Abstract
Geography Infrastructure Economy Governance
Strategic location, Ease of travel is a Difficult to do Strong institutions
Needs mineral/metal strength, business with and and environment;
resources and telephony is good, graded as unfree overall hurt by
agriculture internet pen & political infighting
tourism lags
Key Strength Opportunity Weakness
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25. Five key takeaways
1. The primary branding issue is your country is not well known globally
2. You have significant assets to work with to become more of a tourist
destination; tourism infrastructure needs to improve to capitalize on
the opportunity
3. Whether economy remains a weakness or becomes a strength is up
to you: you’ve got the educated workforce and resources to thrive
4. Don’t discount the impact of politics on how the world perceives you
5. You are a young nation with ancient roots; perhaps more than anything
what you need is a clear vision of who you are, can be and will be as
a nation
6. “The best way to predict the future is to create it”
- Peter Drucker
25

26. Thank You
FutureBrand ® 08/17/09