What we can learn from country branding
- Posted by Ephraim Cohen on February 24th, 2006 filed in Advertising, General, Public Relations
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Marc Babej’s post on an example of bad (and good) country branding brought to memory an article in Foreign Affairs from a few years ago – The Rise of the Brand State.
Being a public policy journal, the article on the Brand State does a good job of laying out the bottom line economic and strategic importance of branding to the economy and country’s reputation as a whole.
This is worthwhile reading for all marketers but specifically for B2B marketers who often need to articulate the importance of branding when targeting only higher level decision makers. Countries often share that problem as their branding is often aimed at attracting private investments. In other words, targeting senior executives to make large decisions.
