international image

Chile & Patagonia Flags
July 11, 2017

A study by USC Annenberg alumnus César Jiménez-Martínez about Chilean nation branding through the eyes of local practitioners.

Brand South Africa in collaboration with the Gauteng Department of Economic Development, will host various stakeholders ... as part of its workshop to build South Africa’s competitiveness and a cohesive image of the South African Nation Brand. Government asserts that; “the Nation Brand alignment workshops are a critical part of achieving coordinated and coherent manner of presenting the country. This year we aim to further drive these conversations... making it inclusive and diverse with the core message, to build a strong Nation Branding.”

This week’s PD News roundup looks at nation branding efforts from Rwanda to North Korea. 

There are no I  [❤]  North Korea bumper stickers, no shot glasses with North Korean city names. But imagine a reality where the 69-year-old totalitarian state was a free and open country that welcomed tourists to frolic in its streets. This improbable reverie inspired the Swedish design agency Snask to create a ready-to-use nation brand identity kit, complete with a new North Korean flag brandishing a message of love.

Last week, U.S. Secretary of State Rex Tillerson finally met with the State Department’s workforce to outline how President Donald Trump’s “America First” agenda applies to foreign policy. In his remarks, Tillerson focused on the core mission of national security. He insisted that American values still matter, but was clear that the U.S. is no longer in the business of promoting those values as universal aspirations. It’s a big loss for American influence in the world.

Ahead of youth month, Brand South Africa has partnered with the Sunday Times Generation Next to host this year’s youth marketing conference. The conference looks at youth brand preference and consumer behavior and explores how the youth can drive growth in local brands. This partnership is in line with Brand South Africa’s domestic objective of promoting and championing programmes that enhance the Nation Brand. 

Mark Donfried, founder and director general of the Berlin-based Institute for Cultural Diplomacy (ICD), is not surprised at the comparatively low level of knowledge in the US about the Arab world, as revealed in a recent YouGov/Arab News survey. “Between 70 and 80 percent of Americans don’t have passports and so don’t go abroad. Most of the ones who do go to Canada and Mexico, some to Europe, but few of them make it to the Middle East,” he said.

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