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Pedro Gonçalves

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.
  • “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.
  • “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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  • 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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