David Haigh on the Meaning and Valuation of Nation Brands and Soft Power
David Haigh of Brand Finance, on current trends and developments in nation brand valuation and soft power performance.
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Nation Branding
Nation Branding is a concept often misunderstood by political leaders as a magical wand through which marketing techniques could be used to “fix” the tarnished image of their nation in order to attract investment, visitors or skilled labor. (Un)fortunately, things aren’t that easy. The following articles offer summaries of latest research and reflections on the brand positioning and reputation of nations, often linked to public diplomacy.
Jason McGrath on Measuring the Perceptions and Brands of Cities and Countries
Jason McGrath of Ipsos on how cities and countries can determine and improve their brand and reputation; the importance of sustainability and how to communicate well in times of crisis.
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Soft Power of Countries and Nations: Why It Matters and How to Measure It
Soft power specialists Brand Finance share key insights from a recent white paper on the importance of soft power, leading nations and how the coronavirus pandemic is impacting perceptions.
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The Good Country Equation by Simon Anholt: Why You Should Read This Book
The Good Country Equation: How We Can Repair the World in One Generation is the latest book by Simon Anholt. Here’s why you should read it.
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South Africa a Good Place to Live, Invest or Visit? Country Report
South Africa: how attractive for visitors, investors, talent? How does it approach country branding and destination marketing? How does it fare in global benchmarking studies? Find out in our special report.
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