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Creating a strong Nation Brand is imperative to attracting trade and tourism to a particular country; which in turn stimulates the economy, creating wealth and supporting development. The images and messages that countries project are central to establishing their Nation Brand . Research conducted by Bloom Consulting has shown that there is a direct correlation between the communication strategies (i.e. the strategies chosen to promote the Nation Brand) of a particular country and their GDP growth. Many countries tend to use the same messages as each other when attempting to create their Nation Brand. For example; country A say that they have beautiful white-sandy beaches but country B also says the same thing, if there are no other factors or messages that show country B is a significantly more attractive to tourists then they may lose out on revenues to country A. However if country B also establish that they are famous for something which is specialised or region specific, tourists may be tempted away from country A. Lack of differentiation between different countries messages, causes the countries to establish a weak Nation Brand . It is through differentiation and clear distinguished images that a country can strengthen their Nation Brand. Once a country has an established and strong image, it can take advantage of its brand equity. Brand equity can play a key role in a country’s Nation Brand . For example, the USA can rely on its long entrenched tag-line of being ‘the land of opportunity’ known world-wide as the ‘American Dream’. To this day such an image is projected to those in other countries and still helps to generate FDI and an immigrant workforce. The presence of Hollywood also helps to promote the USAs brand equity. Via the films and television shows generated in America and shown all over the globe, many people have an image of the USA without ever setting foot there. They have an idea about the country and possess knowledge about what the country may have to offer in terms of tourism (locations/experiences that are highlighted by movies) or even trade with when working ideals are projected. For instance, after watching ‘The Hangover’ one may be interested in visiting Las Vegas itself to see if they too can have the crazy, adventurous experience like that shown in the movie. However a country may be at a disadvantage if they have negative brand equity. That is to say the image that is projected is unfavourable and discourages people from investing or travel. Negative brand equity may be established as a result of war or the known presence of corruption in a country. Such factors create messages of ‘danger’ and ‘insecurity’. One is unlikely to want to travel to or trade in a place if there war had recently wracked the country, even if the war was over. In order to overcome such connotations and the subsequent consequences, it is vital that such countries quickly try to establish a strong and favourable Nation Brand created by a positive communication strategy. (Natasha)
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Nation Brand, FDI startegy, Nation branding,
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