Nation brands and the case study of Ukraine

Nation brands and the case
study of Ukraine
Katarzyna Rybka-Iwańska
Course on Public Diplomacy 2017

Nations continue to shape and reshape their identities/to rebrand
themselves, because their reality changes
they need to project this real change symbolically to all the
audiences with whom they relate
They want, as far as they can, to align perception with reality
For example: The Dutch East Indies became Indonesia, its capital
Batavia became Jakarta, a new language, Bahasa Indonesia, was
constructed.
There is a need to build a national consensus around language,
presumed ethnicity, religion (sometimes), culture, etc.
Some countires have a long but interrupted history, like Georgia,
while others, such as Tajikistan, have been carved out of the
former imperium and therefore have difficulties in establishing
legitimacy.
Wally Olins
Source: The New Public Diplomacy. Soft Power in
International Relations. Edited by Jan Melissen,
palgrave macmillan 2005.

Brand export: Mercedes, Audi, BMW, VW are Germany and
Germany is cars – it is:
advantageous – everything connected with engineering and efficiency
gets credit Siemens, Bosch, Braun, Miele
Disadavantageous – other brands do not underline their German
origins Jil Sander, Hugo Boss, Nivea, Allianz
If the nation’s leadong brands are based around too narrow a sphere of
activity, those flagship brands in the secotr may flourish, but the orher
brands may find it more difficult
Contradictory examples: Gucci and Ferrari come from Italy; Jaguar,
Burberry and Scotch whisky come from Britain, France had Aribus, Dior
and Hennessy.
Wally Olins – three areas of the
competition of the nations

Foreign direct investments, influeced by local legislation, tax
breaks, regional funding, education level of employees,
government attitues, transport infrastructure – but being
fashinable as well
Tourism – competition over tourists, but the danger of gettinhg
large numbers of tourists that a countiry cannot effectively cope
with and who spend very little money per head is visible
Wally Olins – three areas of the
competition of the nations

Launching and managing a national branding programme is
inifinitely more complex, sohpisticated, difficult and long term
than managing a similar activity for a commercial organization
It takes years, and the pay-off is slow + not readily
measurable/tangible
Politicians like quick, measurable results that get them votes – that
is one of the reasons why so many national branding programmes
are taken up enthusiastically and then dropped.
Wally Olins - summary

Nation Brand hexagon
Source:
http://www.superbrands.com/turkeys
b/trcopy/files/Anholt_3939.pdf

The Nation Brand Index - Influencers
http://nation-brands.gfk.com/
State/national brands

There were changes – everyone loses
Source:
http://placebrandobserver.com/results-
anholt-gfk-nation-brands-index-2016/

Brand Finance – Nation Brands 2016
Source:
http://brandfinance.com/images/upload/nation_brands_20
16_report.pdf

Brand Finance – Nation Brands 2016
Source:
http://brandfinance.com/images/up
load/nation_brands_2016_report.p
df

The best and the worst performing
nation brands
Source:
http://brandfinance.com/images/upload/nation_brands_20
16_report.pdf

The strongest national brands
Source:
http://brandfinance.com/image
s/upload/nation_brands_2016_
report.pdf

Country Brand Index 2014-2015
(Future Brand)
Source: http://www.futurebrand.com/uploads/CBI-
14_15-LR.pdf

Examples
14_15-LR.pdf

Ones to watch
14_15-LR.pdf

Ukraine
Source:
http://bunews.com.ua/investment/item/brand-
ukraine-annual-rating-places-ukraine-among-best-
performing-nation-brands
http://brandfinance.com/images/upload/nation_bran
ds_2016_report.pdf

Ukraine – Global Competitiveness
Index
Source: http://www3.weforum.org/docs/GCR2016-
2017/05FullReport/TheGlobalCompetitivenessReport20
16-2017_FINAL.pdf

Ukraine
Source:
http://www.transparency.org/
news/feature/europe_and_ce
ntral_asia_an_overall_stagnati
on

Ukraine in Country Risk Report 2017
Source: Ukraine Country Risk Report - Q2
2017
BMI Risk Reports; London. (Second
Quarter 2017).

Ukraine in the Index of Economic
Freedom
Source:
http://www.heritage.org/index/
pdf/2017/book/index_2017.pdf

Ukraine in Freedom Index
Source:
https://freedomhou
se.org/report/freedo
m-
world/2017/ukraine

Ukraine in Fragile States Index
Source: http://fundforpeace.org/fsi/country-data/

Ukraine in Global Innovation Index
Source:
https://www.globalinnovationind
ex.org/gii-2016-report#

Ukraine in Human Development
Report 2016 Source:
http://hdr.undp.org/sites/default/files/2016_hum
an_development_report.pdf

Ukraine in Human Development
Report 2016
Source:
http://hdr.undp.org/sites/default/files/2016_hum
an_development_report.pdf

Which country has the best and the most stable brand? Why – and
will this change?
Which country has the worst nation brand? Why – and will this
change?
What kind of a role does the national identity play in forming the
nation brand?
How can a nation brand contribute to security of a nation/country?
Which fields play a role in nation branding?
What is more important: politics or economy? politics or people-to-
people contacts?
What role do the international rankings play? Do political leaders care
about them? Should they or should they not?
In which fields should Ukraine and your respective countries work
harder and harder to improve their international images?
Questions to students

Thank you very much for your
attention!
Let’s stay in touch:
https://www.linkedin.com/in/katarzyn
a-rybka-iwa%C5%84ska-08856b133/

Nation brands and the case study of Ukraine

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