Every Place Is a Brand: Country Branding by Pablo Ulpiano

Every place is a brand Pablo U. Hui Min lee Bahar Bayraktar Martin Batt Anna Buchbauer

<pablou@pablou.com> <huiminlee87@gmail.com> <bbayrakt@risd.edu> <martinbatt82@googlemail.com> <anna.buchbauer@gmail.com>

Summary:

Why brand a country? How brand a country? A country brand..

p. 3 p. 7 p. 10

South America (Anna) p. 15 Middle East (Bahar) p. 20 Scandinavia (Martin) p. 25 Europe (Pablo) p. 30 Asia (Lee) p. 35 Conclusion p. 40

Why brand a country?

Countries around the world are building and rebuilding their national brands as they compete for power, influence and prestige. But there is also a new marketing battle for tourism, inward investment and exports which is becoming increasingly intense.

Why brand a country?

• Countries will compete daily with neighbors or block regions for tourism, inward investment and export sales. • Those countries that start with an unknown or poor reputation will be limited or marginalized. • Helps people understand the country. • Provides a headline for a number of attractive stories.

Why brand a country? Nations are engaged in permanent and fierce competition with each other, for tourism, for inward investment, for exports and for political and cultural influence. All of these issues are very important; they have a direct impact on the standard of living, growth rates and the way of life of people in each country. Nations are all trying one way or another to do something about this situation. It is not just a matter of national pride; ignorance has a profound impact on economic growth. It is very important for the new nations to market themselves effectively, and this is where issues around national identity coalesce and merge with the world of marketing, and particularly branding.

Why brand a country? Branding a country is a competition in attracting investment of every kind. If you win, you became more competitive, you get more investment, you can sell your product to a higher price abroad, you get more tourism, and you feel more self confident.

How brand a country?

To brand a country is to create an effective national brand based on a recognizable reality and to attempt to coordinate the various existing promotional efforts. This meant searching for a unique core idea, which would differentiate the country from other nations and project its national characteristics attractively and effectively. Good brands must stand for something.

How brand a country?

To be effective, the core idea behind a brand needs to: 1. It needs to work on an emotional as well as a rational level, to appeal to peopleâ&#x20AC;&#x2122;s hearts as well as well as their heads. 2. It must be relevant to all of the brandâ&#x20AC;&#x2122;s stakeholders. 3. It must be distinctive. After all, the point of branding is to set your offer apart from those of your competitors. 4. It must be true; it must get to the heart of the brand, avoid clichĂŠs, and outline a concept that is recognized as realistic and inspirational by all target audience.

How brand a country?

• You have to have the cooperation and involvement of representatives of government, business, the arts, education and importantly the media. • You need to find out how your country is perceived internally and by people abroad who you want to influence. • Consult with opinion leaders to look at national strengths and weaknesses and compare them with the research you do. • Create a strategy which should include some kind of professional model for the brand and the way that the brand idea will be communicated, bearing in mind that different audiences will need different takes. • Work out a program to make the strategy tangible through improvement programs, campaigns etc. 9

A country brand..

1. Finds an idea that truly represents who you are. 2. Helps people understand the country. 3. Provides a headline for a number of attractive stories. 4. Works for multiple audiences and economic sectors (not just for truism). 5. Has emotion -and truth- behind it. 6. And is unique.

A country is .. not just manufacture but also.. 1. Holiday homes 2. Research & development 3. Industrial and commercial real state 4. Banking 5. Business: insurance 6. Retail 7. Exploration and development of natural resources 8. Call centers 9. Skills and knowledge 10. Multinational companyes 11

A country is .. not just food and drink but also.. 1. Manufactured good 2. People 3. The arts (music literature, painting, dance film), 4. Architecture 5. Furniture 6. Agriculture 7. Raw materials 8. Cuisine (restaurants, food)

A country is .. not just figureheads but also.. 1. Culture, Events, Exhibitions 2. Cultural institutions 3. Festivals, Film, Art 4. Military operations 5. UN votes 6. International treats 7. Trade agreements 8. Sports 9. Foreign and domestic policies, 10. Government stability 11. Humanitarianism 13

A country is .. tourism.. 1. Package tours 2. Study abroad 3. Backpackers 4. Sporting events 5. Adventure holidays 6. Nature excursions 7. Hiking and skiing 8. Climbing and trekking

And

9. Cultural tourism everything they do, everything a nation does, through cultural events, through sports, through political activism. 14

SOUTH AMERICA

PERÚ facts • Capital: Lima • Language: Spanish • Government: Presidential Representative Democratic Republic • President: Ollanta Humala • Prime Minister: Salomon Lerner Ghits • Independence: from Spain on July 28th, 1821 • Population: 29,220,764 • GDP: $299,648 Billion • Currency: Nuevo Sol • Home of the Inca Empire, one of the oldest civilizations in the world

PERÚ

PERÚ a closer look About/Character: Peru is in South America, the official language is Spanish, and is beautiful from its ancient landmarks to its people. The project to rebrand Peru was commissioned by PromPeru, Peru’s tourism ministry and promotional agency. Future Brand started the project in 2009. It’s aim was to take advantage of the country’s growth in matters of investment, exports, and tourism and showcase Peru’s multifaceted richness. The re-brand campaign launch on April 26, 2011. Visual Assets (Analyze the logo): The Peru logo is memorable and unique, and there is a sense of authenticity between the brand and country. The following visual assets assist in achieving this: Spiral ‘P’ - a universal icon that evokes the graphic motives present in all cultures of Peru, representing evolution, change, and transformation. It references a visual culture full of joyful patterns. Original Font (Bree Peru) - use of handwritten creates a logotype from a single line, which references how the Peru people trace their own path based on their particular interests. The script is effortless, and organic. The type characterizes a friendly and joyful culture with spiral shaped loops and curly tails. Just the Word - no images were used for the new logo, the word ‘Peru’ is enough. It highlights it’s uniquely short name and universal pronunciation. It is a refreshing diversion from the typical san serif and icon logo. Colors - the red background is the predominant color of the Peru brand. The red and white of the logo reference the Peruvian flag. Three other bright colors are used across 18

PERÚ a closer look its collateral (blue, green, and purple), symbolic of its rich and cheerful culture. Identity system - the ID system is complete with the use of the squiggly lines born from the typography. They follow along the contours of key elements in photographs, giving texture in its marketing and advertising. This graphic element reinforces the lively and playful aspects conveyed in the rest of the logo. Communication Strategies (Brand Positioning): The Peru brand visual communicates itself as a country full of joy, culture, and beauty. It positions itself as a place for unique experiences, from ancient sites to people to nature. It conveys an colorful history, as well as a bright future. When applied across various mediums, the components of the logo reinforce all that its stands for and makes a cohesive brand impression. It signifies Peru as a truly independent identity from South America. This mark represents the country’s move toward raising global awareness of its growth, tourism, and products. Comparison (against those countries of its region): When looking at Peru’s nation branding against that of its South American neighbors, it is clear that Peru differentiates itself from the apparent ‘carefree fun’ and ‘loving life’ motifs. One can sense that Peru more than a tourist destination - it is a country (and logo) full of meaning and history. For example, when looking at Ecuador’s tourism logo, not much can be inferred about the country’s history and culture, it appears only as fun-loving and psychedelic, which may be misleading. Peru’s logo tells a story and encourage the onlooker to think. However, Peru does still maintain a sense of joy in its logo, a characteristic shared among the South America tourism logos. More than a decoration, the Peru brand mark is a tool. 19

MIDDLE EAST

TURKEY facts • Capital: Ankara • Biggest city: Istanbul • Language: Turkish • Government: Parliamentary Representative Democracy • President: Abdullah Gul • Prime Minister: Recep Tayyip Erdogan • Independence: from Ottoman Empire in 1923 • Population: 73,722,988 • GDP: $ 735.264 Billion • Currency: Turkish Lira • Home of the Bosphorous: The bridge between Europe and Asia thus between Islam and other religions.

TURKEY

TURKEY a closer look About/Character: Named the capital of the eastern Roman Empire by the emperor Constantine in A.D. 330, Turkey’s metropolitan city Istanbul, marries the waters between Europe and Asia. Few among the most perished historical inheritances include The Topkapi Palace, the Blue Mosque and the Hagia Sofia. The spice market, the riverfront café for fish freshly pulled from the Bosporus and blue voyages on the South coast are among the highest leverage points. Turks are among the friendliest, most welcoming people in all Europe. Once the center of the Ottoman Empire, the region became a modern secular republic under Mustafa Kemal, or Ataturk, in the 1920s. Visual Assets (Analyze the logo): Turkey’s national mark was made by one of the country’s most successful design agencies “Dream Design Factory” (DDF). The firm is also responsible for branding other important national projects such as the annual events Istanbul Fashion Week and Istanbul Design Week, tremendous showcases of credibility to Turkey. Tulips – everybody thinks they come from Holland. Actually, Tulips are native to Central Asia and Turkey. In Turkish history tulips played an important role both cultivating the arts and culture in the Ottoman “Tulip Era” but also helping the de-thronation of the Sultan, representing Turkey’s future. The tulip in the logo thus symbolizes the nation’s biggest asset talking to its traditional past and to its modern future which offered together provides the real magic of the country. It is designed and strategically aimed to allow for a system in which the word Turkey can change into how the name is translated in different country’s languages. 23

TURKEY a closer look Communication Strategies (Brand Positioning): Being the European Capital of Culture held a tremedous importance for Turkey’s brand, transforming it’s cultural infrastructure in becoming an attraction destination for visitors and taking its socio-economic development to a higher level. The European Capital of Culture is a city named by the European Union for a period of one calendar year during which it can display its culture and cultural development to the world. Arcelik, Vestel, Emirates, and Ulker are amongst the strongest brands of the Middle East, 3 of them being Turkish. However not quantified and positioned well since none of these brands are still represented in the Business Week or InterBrand ranking of Top 100 Global brands. Comparison (against those countries of its region): Successive Turkish governments have spent hundreds of millions of dollars to promote Turkey’s image abroad yet this image is very tourism oriented, most of the time the national logo’s use proves this shortcoming. In order to keep growing and provide a brighter, more penetrating identity among other countries within the continent, Turkey has to keep improving the expressions of the country, through communications as much as concrete policies (and communicating these policies) for a more positive opinion that allows appreciation for Turkey’s truly unique improvements and offerings. In other words “The fact that the “product” is better than the “image” does not mean that the solution is more marketing and communications” as national brand advisor Simon Anhalt suggested for Turkey. Marketing and positioning the national brand to address real perceptions need to be utilized correctly rather than to a greater degree. 24

SCANDINAVIA

NORWAY facts • Country’s full name: Kingdom of Norway. • Population: 5 mill. • Capital: Oslo. • Norway is the smallest country in Scandinavia in terms population. • Currency: Norwegian Krone. • Gross domestic product (GDP) Per Capita $84.443 • Government: Labour coalition. • Monarch: King Harold. • Prime Minister: Jens Stoltenberg. • Constitution: Unitary Parliamentary Democracy. • Religion: Christian Majority. • Last nobel prize: We hand out the Peace Prize. • Norway is a member of the EEA but not the EU.

NORWAY

NORWAY a closer look About/Character: Norway is one of the worlds richest countries in the world with no national debt and a huge petroleum fund. It also has one of Europe’s longest coastlines and and one of the lowest population densities. Norway is renowned for it’s beautiful mountains and fjords. Norwegians enjoy an outdoor lifestyle. The Ministry of Trade and Industry gave Innovation Norway the responsibility for the development and maintainance of the official Visit Norway website. Innovation Norway who worked closely with design and branding firm Making Waves. Visual Assets (Analyze the logo): The visit Norway logo has a modern look set in a light and clean typeface, white type in a red rectangular shape. The red being the same red color as in the Norwegian flag. The logo both stands out an compliments the images that mostly focuses on Norway’s heritage from the wilderness and outdoor life. The same same red color is also used by famous Norwegian companies such as Norwegian Scandinavias premier low cost airline.

NORWAY a closer look Communication Strategies (Brand Positioning): The Visit Norway portal is Norwayâ&#x20AC;&#x2122;s most important distribution channel in the marketing of Norway as a holiday destination both in Norway and internationally. All the most important markets have their own local portals of Visit Norway, for example Germany. Visit Norway is all about creating a lust for traveling to and within Norway and aims to make it easier for tourists to plan their stay through inspiring articles about places to visit and hotels bookings. Comparison (against those countries of its region): As Norway is part of Scandinavia it is natural to compare with Sweden and Denmark. All three countries have a high standard of living and low social divide. The clean and simple Scandinavian style is evident in all three country brands. As Norway has a more spectacular countrysidewith mountains on the coast rising out of the sea and deep inland fjords, much of the Norwegian brand focus is on the nature itself. Clean outdoor living combined with an unbeatable landscape, and the ability to spend time in peace, quiet and natural surroundings, are attributes not so visible especially in brand Denmark. Brand Sweden with itâ&#x20AC;&#x2122;s colorful blue and yellow (also from the flag) can be considered in some ways similar to brand Norway. However with less focus on the coastline and the different color scheme there is a clear differentiation. The red flag of brand Denmark is virtually the only similarity to brand Norway. The danish branding is focussed more on city life and the visit Denmark website is more tired and less clean cut compared to the Visit Norway website. 29

EUROPE

SPAIN facts

• Country’s full name: Kingdom of Spain • Population: 46 mill. (2010) • Capital: Madrid • 4th largest country in Europe after Russia, Ukraine and France. • Currency: Euro • Gross domestic product (GDP) n.13 $1,372,720mill • Government Unitary parliamentary democracy and Constitutional monarchy • King: Juan Carlos I • Prime Minister: José Luis Rodríguez Zapatero (PSOE) • Constitutional democracy of 1978 • Religion: Catholic 73 % Non-Religion 22% • It is a member of the United Nations, European Union, NATO, OECD, and WTO. • 20th highest Human Development Index. • 10th highest quality of life index rating in the world.

SPAIN

SPAIN a closer look About/Character: Spain transformed itself from a backward, inward looking dictatorship into a sophisticated, outward looking democracy without losing its essential Spanish character and personality. Spain is now a respected member of the European Community; its political and cultural weight is recognised in the world. Its politicians have a major influence, its cultural and sporting achievements are respected; its big businesses are as good as the best anywhere in the world. Spain attracts talent and investment. The catalyst for change in Spain was dramatic movement in the political arena and the entry into the European Union, which opened Spain to a new political, social, economic and cultural world. Visual Assets (Analyze the logo): A brand based on passion and a wonderful identity that connects itself through multiple links and layers so it has become the most recognized country mark in Europe. Nearly 30 years ago, a single meeting with Joan Miro was enough to revolutionise Spain’s tourism brand. With the idea “Spain, diversity under the sun.” Joan Miró, one of our greatest artists alive at the time, gave us the red, black and yellow sun that is still our tourism logo to this day. He refused to take any money - he said he wanted it to be a gift “for the King and the government”. Some people thought the logo looked like a fried egg. The Joan Miro sun symbol was an identifier for a massive promotional program closely linked to national change and modernization.

SPAIN a closer look Communication Strategies (Brand Positioning): Institutional and tourist advertising on a national and regional level, the creation of successful international business schools, the growth, privatization and globalization of Spanish multinationals like Repsol, Telefonica and Endesa, the rebuilding and beautifying of major cities like Valencia, Barcelona and Bilbao, the self-mocking, sexually explicit tragicomic films of Almodovar and his contemporaries, political devolution, the Barcelona Olympics and the Seville International Exhibition of 1992, the prestige and influence of European statesmen like Javier Solana, all underline and exemplify the change. Comparison (against those countries of its region): It was the first time any country had created an abstract logo to brand itself but today everybody thinks that all you need to do to rebrand a country is make a logo. Logos are old fashioned. These days, you can communicate almost instantly with the world. And the internet means that message has got to be verbal. How many logos do you ever notice when youâ&#x20AC;&#x2122;re surfing online? If I were in charge of making a new image for Spain now, or a new nation such as Montenegro for that matter, I would not be thinking about a logo. All you need is to be clear about what youâ&#x20AC;&#x2122;ve got to say. In this age of mass communication in English all you need are a few carefully chosen words. 34

ASIA

KOREA facts • Capital: Seoul • Official language: Korean • Official script: Hangul • Government: Presidential republic • President: Lee Myung-bak • Prime Minister: Kim Hwan-sik • National foundation day: October 3, 2333 BCE • Independence declared: March 1, 1919 • Population: 48,875,000 • GDP: $1.556 trillion • Currency: South Korean Won 36

KOREA a closer look About/Character: Although interest in South Korea’s political,economic and cultural development as well as the country’s global role has greatly increased, Korea has yet to secure an international status that matches the level of global interest in Korea. Visual Assets (Analyze the logo):

The letter K represents a passionate and vibrant Korea moving forward. The variety of colors represents Korea as a trend maker, and as well as a reference to the Korean traditional clothing “Hanbok.”

The letter O is represented with a spoon which symbolizes the large variety of Korean food such as, Kimchi, Bulgogi, Bibimbab.

The letter R is made out of a B-Boy, which Koreans are proud to represent one of the best B-boy culture around the world.

The letter E represents Korean rhythmic and joyful culture referencing Korean traditional dance “Nong-ak.”

The letter A represents a fun and exciting shopping culture in Korea.

KOREA a closer look Communication Strategies (Brand Positioning): Although Korea is one of the fastest growing country around the world their culture, traditions, history and even the current status is not know in comparison of its growth. Korea seeks to expand its presence in the world to increase Brand value of the country and as well as to educate how incredible is Korea. Korea is one of the few countries that has it own language and own scripts known as â&#x20AC;&#x153;Hangul.â&#x20AC;? Beneath the 8000 years of history there is a wonderful traditions and way of living and also very unique and extremely delightful food culture. Tae kwon do is one if the most known and practiced martial arts around the world, and in current days the expansion of K-pop and Korean movies are a huge attraction around the world. Korean not only wants to tell their incredible story but also believes that they can be a great influence to make a bolder mark on the world. Comparison (against those countries of its region): Koreaâ&#x20AC;&#x2122;s country brand is now going through a re brand stage to improve its visual representation and a improved way to tell their story. Vast majority of Asian country brand is not well branded in comparison of South American counties nor European countries but they are in its process to elevate their brands. Each Asian countries has a very unique and beautiful history with them but the logos are no more than just good looking name, I believe that the logo needs to be as strong as the representing country and it should be inviting guest from outer seas but currently that is lacking with their logos. One interesting is that Korea is putting out as a brand is not only the touristic and historical locations but its past culture, present culture, the food, the language and entertainment industry are all summed up to create a rich synergy as a country .

Every nation is warm, friendly and welcoming: Slovakia is; ‘a small country with a big heart’; Hungary is; ‘the essence of Europe’; and Slovenia is; ‘the green piece of Europe’. Consequently, they will often languish at the bottom |of the ladder of influence. Similarly, when the reputation is clear and positive, products made in that country carry an extra aura. The brand equity they possess opens doors and wins contracts. Creating a branding program for a country demands an integration policy that most countries do not possess –the ability to act and speak in a coordinated and repetitive way about themes that are the most motivating and differentiating a country can make. 40

Every place is a brand Pablo U. Hui Min lee Bahar Bayraktar Martin Batt Anna Buchbauer

<pablou@pablou.com> <huiminlee87@gmail.com> <bbayrakt@risd.edu> <martinbatt82@googlemail.com> <anna.buchbauer@gmail.com>