Learn about branding opportunities in the Islamic market, explained by Paul Temporal, expert on brand development and management with over thirty years of experience in consulting and training. The interview also offers insights into the recent development of nation branding in Asia and discusses the challenges of branding in the public sphere.
- The importance of inclusiveness in nation branding;
- The challenges faced by nation branding in different Asian countries;
- Place branding opportunities in the growing Islamic market and the key to successful market access and acceptance;
- The role of emotion in brand strategy and implementation and how to develop key emotional drivers to successfully achieve strategic goals;
- Most relevant topics in training professional place brand consultants.
Paul, in your view which is the biggest difference in branding a nation and branding a corporation?
The principles of building a brand are the same whatever the focus, whether it be a nation, an industry or sector, a destination or place, an event, a commercial enterprise of any size or nature, a non-profit organisation or an individual. Having said that, ways in which those principles are applied are dependent on the situation.
Countries are turning to branding techniques demonstrated so successfully by the private sector in order to differentiate themselves from competitor nations and manage their image to achieve various goals. They have seen that, just as in the corporate world, image power leads to economic power, wealth, national confidence and success.
The largest difference between branding a nation and branding a corporation is that nations are enormously complex in nature, with large numbers of stakeholders to listen to, interact with and get buy-in from.
Indeed, there is some debate as to whether the branding of an entire nation is actually possible given its complexity. And it is easier with smaller ones as opposed to larger ones. Nevertheless, it is very clear that countries are trying to maximise the strong elements of their identity and image and improve negative perceptions in order to be more competitive in the global marketplace.
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