Looking at nation branding for Australia and Thailand

1. BRANDING THE NATION
AUSTRALIA. THAILAND.
ALEX JASPERSE. ALYSSA NADER. PICHAYA SRIWONGTHAI.

2. WHAT IS A BRAND?
LOGO? IDENTITY? PRODUCT?

3. A BRAND IS A PERSON’S GUT FEELING ABOUT A
PRODUCT, SERVICE OR ORGANIZATION.
Source: Marty Neumeier, The Brand Gap

4. SO WHY BRAND A COUNTRY?
IN A GLOBALIZED WORLD IN WHICH WE NOW LIVE, EVERY
PLACE HAS TO COMPETE WITH EVERY OTHER PLACE FOR
SHARE OF MIND, SHARE OF INCOME, SHARE OF TALENT,
SHARE OF VOICE.

5. MOST OF US SPEND NO MORE THAN A FEW SECONDS
EACH YEAR THINKING ABOUT A COUNTRY ON THE
OTHER SIDE OF THE WORLD.
Source: Simon Anholt, Branding Places and Nations

6. IN OTHER WORDS
A NATION BRAND IS THE MIX OF CORE CHARACTERISTICS THAT
MAKE A COUNTRY DISTINCTIVE, MEMORABLE AND COMPETITIVE.

7. NATION BRANDING
TOURISM
PEOPLE EXPORTS
NATION
CULTURE/
BRAND
GOVERNANCE
HERITAGE
IMMIGRATION/
INVESTMENT
Source: Anholt-GfK Roper Nation Brand Hexagon

8. WHO ‘BRANDS’ A NATION?
T S
M EN
N
ER
G OV
L IA
R NA S ED
XTE UMER
E S SS M
N MA
CO
S ES S
IZE
N
IN ESS RIS
T
CIT BU
S TO
U
THE NATION BRANDING FRONTLINE

9. BRAND AUSTRALIA
SPORTS. TOURISM. INVESTMENT.

10. WORKING FOR THE PARENT BRAND
POPULATION
+21 MILLION
GDP
+$800 BILLION
SECTORS
SERVICES 69.8%
INDUSTRY 26.8%
AGRICULTURE 3.4%

11. AUSTRALIA'S SUB-BRANDS

12. BRAND AUSTRALIA
01 USA
02 CANADA
03 AUSTRALIA
04 NEW ZEALAND
05 FRANCE
06 ITALY
07 JAPAN
08 UK
09 GERMANY
10 SPAIN
Source: 2009 Country Brand Index

13. BRAND AUSTRALIA
2008 ANHOLT-GfK ROPER NATION BRANDS INDEX
RANKING COUNTRY
1 GERMANY
2 FRANCE
3 UNITED KINGDOM
4 CANADA
5 JAPAN
6 TALY
7 UNITED STATES
8 SWITZERLAND
9 AUSTRALIA
10 SWEDEN
A REPORT CARD FOR COUNTRIES, MEASURING THE WORLD’S PERCEPTIONS OF EACH
NATION AS IF IT WERE A PUBLIC BRAND. WITHIN THE TOP 10 MOST POSITIVELY
PERCEIVED COUNTRIES, THE RANKING REVEALS A STRONG CORRELATION BETWEEN A
NATION’S OVERALL BRAND AND ITS ECONOMIC STATUS.
Source: Simon Anholt, 2009 NBI

14. NATIONAL SPORTS
A FORM OF CULTURAL EXCHANGE AND ACTIVITIES THAT MAKES IT
DISTINCTIVE, MEMORABLE AND COMPETITIVE.

15. 2000 SUMMER OLYMPICS
E EY
TH
G ING ES DN
HIN LD EN
OP MONI
Y
E S DGE
AC TH RI
RE WOR E B
C ER

16. CREATING A MEMORABLE LOGO
IO N
I SS
U BM
S
O
L LOG
A
A CTU

17. MAKING OF THE MASCOTS
1. BRAND IMAGE
SYMBOLS UNIQUE TO
AUSTRALIA
2. BRAND VALUES
INVESTING VIRTUES

18. HERE COMES GREENPEACE
1. BRAND ETHOS
BUILD A POSITIVE &
ENVIRONMENTALLY-CONSCIOUS
NARRATIVE
2. REFOCUS THE BRAND
ATHLETE COMFORT FIRST...
THEN THE ENVIRONMENT

19. AUSTRALIAN RULES FOOTBALL
CREATION OF A UNIQUE
SPORT THAT NO OTHER
COUNTRY CAN MATCH.
MADE AND PLAYED IN
AUSTRALIA.

20. TOURISM
ONE OF THE LOUDEST BRANDING VOICES USED BY A COUNTRY THAT
MAKES IT DISTINCTIVE, MEMORABLE AND COMPETITIVE.

21. WOULD YOU LET THIS MAN
BRAND THE NATION?

22. WHERE THE BLOODY HELL ARE YOU?
1. OBJECTIVE
ATTRACT INTERNATIONAL VISITORS &
FORM POSITIVE FIRST IMPRESSIONS/
EXPERIENCES
2. STEREOTYPES
MAINLY BEACHES, COASTLINES
3. POSITIONING STATEMENT
UNIQUE TO AUSTRALIA
4. COST
$20 MILLION/4-YEARS

23. COME WALKABOUT
1. OBJECTIVE
INSPIRE A TARGET AUDIENCE OF MID-
LEVEL EXECUTIVES TO VISIT AUSTRALIA
2. STEREOTYPES
OUTBACK, EXPLORATION, WILDLIFE
3. POSITIONING STATEMENT
TRANSFORMATIVE EXPERIENCE THROUGH
A ‘RETURN TO NATURE’
4. TONE
NATIONAL IDENTITY AND TOURISM GONE
BOLD

24. MORE THAN TOURISM
“WHAT WE’VE GOT TO CONVINCE PEOPLE ABOUT IS [AUSTRALIA
IS] A GREAT PLACE TO INVEST, IT’S A GREAT PLACE TO COME
AND BE EDUCATED, IT’S A GREAT PLACE TO LIVE, IT’S A GREAT
PLACE TO BUILD YOUR BUSINESS BASE FROM.”
- TRADE MINISTER, SIMON CREAN (2009)
Source: http://www.abc.net.au/news/stories/2009/08/26/2667137.htm

25. INVESTMENT
ATTRACTING GLOBAL BUSINESS INVESTMENT BY MAKING
AUSTRALIA DISTINCTIVE, MEMORABLE AND COMPETITIVE.

26. A COUNTRY’S BRAND IS A CLEAR AND SIMPLE MEASURE
OF ITS ‘LICENSE TO TRADE’ IN THE GLOBAL MARKETPLACE,
AND THE ACCEPTABILITY OF ITS PEOPLE, PRODUCTS AND
SERVICES TO THE REST OF THE WORLD.

27. $392.8 BILLION
TOTAL INWARD FDI STOCK IN 2009. SINCE 2003, FDI HAS
INCREASED BY AN AVG. OF 9.1% PER YEAR.

28. VALUE PROPOSITIONS
Source: Austrade (2009)

29. QUESTION: IS AUSTRALIA’S BRAND...
STRONG?
NEUTRAL?
WEAK?

30. AUSTRALIA + THAILAND = ?
TAFTA COVERS ALL GOODS, SERVICES &
INVESTMENTS TO TARIFF ELIMINATION
OVER AGREED TIMEFRAMES
Source: Department of Agriculture, Fisheries and Forestry, Australia

31. BRAND THAILAND
SPORTS MARKETING STRATEGIES.

32. WORKING FOR THE PARENT BRAND
POPULATION
+63 MILLION
GDP
+$547 BILLION
ECONOMY
6.5 MILLION TONS
OF RICE/YEAR
TEXTILES
COMPUTERS

33. A SPORTING NATION
S
ME
S A ME ES P S
GA I CG GA
M D CU ME
IC P N RL GA
MP LYM SIA WO SEA
OLY PA
RA A

34. SOUTHEAST ASIAN GAMES
1. OBJECTIVE
MODERNIZE THE
SPORTS BRAND
2. RESULTS
THAILAND HOSTED
THE THE 24TH SEA
GAMES (2007)

35. ARTICULATING BRAND THAILAND
1. TOURISM 3. STADIUM
ADDING FOCUS ON QUALITY
IMPORTANCE
4. SEA GAMES
2. SYMBOLS CELEBRATION AND
INVESTING MEANING SUCCESS

36. SEA GAMES VS. OLYMPICS
1. PUSH THE POSITIVE
‘FULLY-CAPABLE’ NATION
2. TRIM THE NEGATIVE
REFRAME THE CITY
3. MODERNIZE
GARNER INTERNATIONAL ACCOLADE
4. CREATE ATTRACTION
SUSTAIN A POSITIVE IMAGE

37. QUESTION: IS THAILAND’S BRAND...
STRONG?
NEUTRAL?
WEAK?

38. BRANDING THE NATION
COURSE READINGS
Michael E. Geisler, “What Are National Symbols – and What Do They Do to Us?” pp. xiii-xlii in National
Symbols, Fractured Identities: Contesting the National Narrative, ed. Michael E. Geisler (Middlebury:
Middlebury College Press, 2005).
Peter Van Ham, “The Rise of the Brand State: The Postmodern Politics of Image and Reputation.”
Foreign Affairs. New York: Sep/Oct 2001.Vol.80, Iss. 5.
Melissa Aronczyk, ‘Living the Brand: Nationality, Globality and the Identity Strategies of Nation Branding
Consultants,” International Journal of Communication 2 (2008): 41-65.
Jacques DeLisle, “One World, Different Dreams: The Contest to Define the Beijing Olympics,” pp. 17-66 in
Owning the Olympics: Narratives of the New China, eds. Monroe Price and Daniel Dayan (Ann Arbor:
University of Michigan Press, 2008).