1. A BRAND LIKE NO OTHER:
NATION BRANDING
PRESENTED BY ALEX JASPERSE | May 2010
IMAGE: http://blog.makezine.com/163875483_ac9afc9e6d.jpg

2. To begin...
“Each nation has a distinct experience and character, something special to offer
the world to express for itself. Nations are individualities with particular talents
and the possibilities of exploiting those talents.”
Nationalism (1998) by Craig Calhoun. Page 45.

3. So why brand a nation?
In a globalized world in which we now live, every place has to compete with every other
place for share of mind, share of income, share of talent and share of voice.

4. NATION BRANDING
The reduction of a nation’s complexities into single, bite-sized stereotypes.

5. “...nation branding allows national governments to
better manage and control the image they
project to the world, and to attract the “right” kinds
of investment, tourism, trade, and talent, successfully
competing with a growing pool of national
contenders for a shrinking set of available resources.”
Living the Brand by Melissa Aronczyk. Page 2.

6. A branding roadmap: the nation branding hexagon
TOURISM
PEOPLE EXPORTS
NATION
BRAND
CULTURE/ GOVERNANCE
HERITAGE
IMMIGRATION/
INVESTMENT
SOURCE: Anholt-GfK Roper

7. Cool idea... but what is its actual value?
TOURISM
PEOPLE EXPORTS
NATION
BRAND
CULTURE/ GOVERNANCE
HERITAGE
Let’s take a quick look at this dimension
IMMIGRATION/
INVESTMENT

8. /
E NT
S TM TION
VE RA
IN IG
IMM
$504.9 billion Total Stock of FDI in Canada (2008)
A country’s brand is a clear and simple measure of its ‘license to trade’ in the global
marketplace, and the acceptability of its people, products and services to the rest of the world.

9. Q: Would you let these men brand Canada?

10. Well, they have..
“...citizens carry “the microbes of the
brand” and “infect” those with whom they
come into contact. This role is described
variously as a “brand ambassador,”
“brand champion,” “brand exemplar,” or
“brand carrier.””
Living the Brand by Melissa Aronczyk. Page 14.

11. Who else gets to brand a nation, then?

12. S
IA S SES E NT TS
ED EN ES
NM RIS
SM IZ SIN R U
MA
S CIT BU OV
E TO
G
The Nation Branding Frontline

13. Some of Canada’s brand ambassadors

14. It’s perfectly okay to invent a brand in the
private sector, but not in the case of a nation.
≠
The nation brand ultimately has to reflect the will and genius of the people.

15. Nation Branding in South
America
Arguably, all of these are invented
nation brands...
IMAGE: http://multiplicity.zhdk.ch/web/media/Basis%20Images/NationBrandingWorldMap_Crop.gif

16. ...so are these ones, too.
South Africa – Alive with possibility
Spain – San Siro
India – Incredible India
Thailand – Amazing Thailand
Malaysia – Truly Asia
Costa Rica – Peaceful Destination
Iceland – Iceland naturally
Egypt – Where It All Begins
Bolivia – The authentic still exists
Estonia – Positively Transforming

17. Is this global identifier instantly recognizable as the GoC?

18. Awareness
“Have you seen this symbol before?” Percentage of general public saying “YES” in 1999.
CANADA 77%
Quebec 83%
Ontario 77%
B.C. 76%
Sask./Man. 75%
Atlantic 74%
Alberta 71%
Small Business 74%
Men 80%
Women 74%
18-34 yrs 86%
35-54 yrs 78%
55+ yrs 66%
SOURCE: http://www.tbs-sct.gc.ca/fip-pcim/canada_doc-eng.asp

19. Recognition
“This symbol is used by all Canadian organizations or the Government of Canada?”
Government of Canada 81%
All Canadian
17%
Organizations
Don’t Know 2%
SOURCE: http://www.tbs-sct.gc.ca/fip-pcim/canada_doc-eng.asp

20. ATTACHED TO
77% NATIONAL
$504.9 BILLION
AWARENESS
IN FDI
+/- 12 MILLION
CANADIANS IN
CONTACT WITH THIS 30 YEARS IN USE
SYMBOL PER
MONTH
THE BIG PICTURE
Canada has a nation brand. Strong, online nation communication is the next step.