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Simon Anholt on Brand Bulgaria - NATION BRANDING - 0 views

nation-branding.info/...simon-anholt-brand-bulgaria

Branding Bulgaria

shared by Pedro Gonçalves on 11 Mar 11 - No Cached

According to Anholt, a country has a good and strong brand image if people in other countries feel happy that it exists. If people know that Bulgaria exists but are not grateful that it exists, then something needs to be done.
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“There are at least 25 things that excite people all over the world such as poverty, climate change, education, women’s rights, children, crime, terrorism,” said Anholt, adding that the country can choose one of these things, focus on it, to try to change it, thus making itself important for the rest of the world. As an example, he mentioned South Korea’s nation branding efforts, which include improving its image by spending more money on international financial assistance for poor countries.
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“This is real politics, real innovation, not something dreamed up by PR agencies,” said Anholt. He warned that inventing a logo or slogan in order to advertise Bulgaria will not be enough and that it will not change people’s perceptions across the world about Bulgaria.
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...1 more annotation...
Much more important than advertisements, he considers relevant news events to be of interest to people and more likely to make them pay attention to the country. “The promotion of individual sectors is different from building the complete image of a country and the two should not be confused. Effective tourism promotion can help improve the country’s reputation indirectly, because it encourages more people to visit; if they have a good experience, they can then become positive advocates for the country,” said Anholt. He advised the government not to spend taxpayers’ money simply on providing yet more information about Bulgaria, because “we live in an information age” and this can be found easily on the Internet. “The challenge is to get people interested in accessing the information”,
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Branding Israel - Israel Opinion, Ynetnews - 0 views

www.ynetnews.com/...0,7340,L-3392321,00.html

Brand Israel Israel

shared by Pedro Gonçalves on 24 Jul 09 - Cached

Research has shown that a very limited, in many ways distorted, image of Israel and its people has been allowed to shape the standard perceptions in the United States and other Western countries.   This is in part because of the relentless circulation of a false view by Israel’s antagonists. It is also in part because of media outlets that find pictures of armed Israelis in uniform and of a concrete wall between Jerusalem and Bethlehem - and, let it be said, of black-clad bearded men in prayer next to the Western Wall - to represent the “typical” Israel. And it is in part because the friends of Israel and those making Israel’s case have not been fully conscious of the problem or of ways to address it.
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Consider, for example, the passage in Carlyle’s epoch-defining essay “Characteristics” (1831,) which proclaims: “The healthy Understanding, we should say, is not the Logical, argumentative, but the Intuitive; for the end of Understanding is not to prove and find reasons but to know and believe.”
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In his preceding sentence, Carlyle says: “As in the higher case of the Poet, so…in that of the Speaker and Inquirer, the true force is an unconscious one.” Applying these concepts, it can be suggested that, while charges regarding Israeli “apartheid” can be rebutted by logical arguments disproving the accuracy of such terminology, the impression of Israel that branding is meant to reverse is of a harsh, brutal land whose residents are unwelcoming and utterly without feeling.
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...3 more annotations...
Other countries engage in nation branding to advance trade, tourism, and the like
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material ends like those are secondary for the Brand Israel effort.
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At its core, it has the higher goal of enabling its audience to really “know” Israel and to connect with its ultimate reality. That is a goal worth aspiring to both for the general populations of those countries to which Israel is reaching out, whose sympathetic connection is so important, and also for the Jewish community, and especially its younger generations, whose connections with Israel are of such centrality for the future of the Jewish people and cannot be taken for granted.
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Mudam-se os tempos… mude-se a marca Portugal! | Imagens de Marca - 0 views

imagensdemarca.sapo.pt/...empos-mude-se-a-marca-portugal

Portugal Nation Branding

shared by Pedro Gonçalves on 03 Jun 13 - No Cached

A marca Portugal perdeu cerca de 30% de valor no TOP 100 do estudo Nation Brands, da Brand Finance, em apenas 1 ano. Avaliada em 94 mil milhões de euros, em 2011, viu a sua posição descer da 39ª posição para a 53ª. Em 2012, a marca Portugal foi avaliada em 60 mil milhões de euros.
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