Canaan Bridges Consulting Inc. 3 min read
Our world is constantly changing. Likewise, consumer brand preferences and market choices evolve over time. While products and services are the most common examples of successful brands, geographic origin also has its place in brand positioning. Countries (and places within countries) can become dynamic brands in consumer markets. The connection is sometimes clear – as in the sale and distribution of specific well-known cheeses, wines, and coffees from certain countries. Overtime, the food product becomes synonymous with the country (as in Champagne and Italy, Quebec and poutine, Blue Mountain coffee and Jamaica, and Feta cheese and Greece). In other instances, the relationship is not so clear, yet there is an underlying synergy between origin and branding. A recent film you’ve watched depict scenes of a destination’s culture, aesthetics, and people. You now find that you’re searching for tropical themed vacation spots. Place, culture, and attributes unique to specific places are all commonalities in these examples. Within this dynamic, there is an opportunity to effect positive changes in tourism numbers through nation branding. Nation branding involves the use of a place’s natural and capital resources to create national identity brands that drive competitiveness in tourism markets. Solid synergies can be formed between local attractions, talent, culture, people and promoting tourist arrivals to destinations.
The pandemic has had a debilitating impact on tourism for several economies. Since the pandemic, tourist shortfalls have affected employment, cross-sectoral innovations, and the GDP of most tourism-intensive economies. As we enter the COVID-19 economic recovery phase, one of the sustainable development questions worth addressing is how best to create tourism futures that represent domestic realities, but also appeal to global visitors. There are subsets to nation branding – city, town, or even regional branding of places, done right, can contribute to long term economic growth and human welfare objectives.
How IP and innovation content can be integral to nation branding:
Sustainability is the key to results with any of these initiatives. A short-sighted approach is unlikely to result in any long term gains in branding where you live.
For tailored approaches to nation branding solutions, contact Canaan Bridges Consulting.