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2_4_SANTANGELO

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2_4_SANTANGELO

  1. 1. IX LVIV INTERNATIONAL ECONOMIC FORUM COUNTRY AND REGIONAL BRANDING STRATEGIES MARKETING & MOBILIZING ENDOGENOUS REGIONAL POTENTIAL 2 OCTOBER 2009
  2. 2. First question: Is Ukraine a country brand?
  3. 3. No, the Ukraine brand is not yet developed enough to qualify as a true country brand FutureBrand ® Rank denotes place out of 102 brands measured, a rank of 29 means the Ukraine had the 29th best Top 2 Box rating for the measurement Top 2 Box is the percentage that rated the brand “Very Good” or “Excellent” (6 or 7 on a 7-point scale) for a specific quality Global Rank / Top 2 Box Rating Decision/Visitation 29 / 24.6% 68 / 67.1% 74 / 2.2% 90 / 0.2% 63 / 1.3% 49 / 6.9% Top 25 Rankings Fine Dining Ease of Travel Awareness Familiarity Associations Preference Consideration Advocacy
  4. 4. Second question: So how do you build a country brand?
  5. 5. Leverage existing assets, build opportunities into strengths, minimize the impact of weaknesses...and get your message out to key audiences Not perceived as friendly/open, little-known history outside the region Strong institutions and environment; overall hurt by political infighting Difficult to do business with and graded as unfree Ease of travel is a strength, telephony is good, internet pen & tourism lags Strategic location, mineral/metal resources and agriculture Architecture, museums, art from medieval-present times Very low profile, relatively unknown outside the region Historical sites, fine dining, nightlife & beach; need resorts Economy Governance Authenticity Infrastructure Geography Attractions Ethos Tangible Abstract Needs Wants Culture Strength Key Opportunity Weakness
  6. 6. Third question: What are the best strategies for building your country brand?
  7. 7. It is the one that aligns best with your vision, assets and resources Approach Mystique Niche Authenticity Example Orientation Chic/Happening Specialized Undiscovered and/or Unspoiled Implication Hype > Product Hype = Product Hype < Product Defining Question Have you been there? Have you been to the beach there? Have you really experienced this place? Character A place to be seen The place to be for a specific reason A place to discover Requirements Big investment to make big splash Consistent delivery & no major negatives Assets & open/friendly population
  8. 8. Dubai’s Mystique
  9. 9. Aruba’s Niche
  10. 10. St. Lucia’s Authenticity
  11. 11. Fourth question: What is the right emphasis of region/city brands vs the country brand?
  12. 12. It is the one that aligns best with your vision, assets and resources Approach Regions First Country First Balanced Example Orientation Emphasis on regions/cities Primary emphasis on the country Country & regions share focus Key Assets Cancun, Mexico City, Acapulco, Cabo San Lucas, Puerto Vallarta, Tijuana, etc. France, Paris, Loire Valley, Cote d’Azur, Provence, Bretagne, Rhone-Alpes, etc. Spain, Barcelona, Madrid, Seville, Pamplona, Cordoba, Bilbao, Granada, etc. Implication Many region/city brands are better known than the country Strong country brand, weaker region/city brands (except Paris) Strong brands for country plus Barcelona, Madrid, Pamplona Requirements Big investment to support multiple campaigns Less investment required for one primary campaign Country & regions market as needed
  13. 13. FutureBrand ® 08/17/09 Thank You

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