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Travel-Nature

Published on March 26, 2008

Author: Jancis

Source: authorstream.com

The Importance of Image in National Competitiveness:  The Importance of Image in National Competitiveness The ICI Partnership:  The ICI Partnership The Country Image Specialists:  The Country Image Specialists World’s top specialized consultancy on country image A quarter of a century experience Countries are like brands, only bigger and more important.:  Countries are like brands, only bigger and more important. Image can make a country commercially viable.:  Image can make a country commercially viable. The best examples::  The best examples: Germany Engineering Japan Quality USA Technology Italy Design France Fashion Switzerland Precision Thailand Tourism Country product image is cultural/personality in origin, but mostly brand driven.:  Country product image is cultural/personality in origin, but mostly brand driven. Brand personalities::  Brand personalities: Mercedes = Germany Sony = Japan Chanel = France Rolex = Switzerland Microsoft = USA Giant = USA or Taiwan? Which came first, Made in Japan or Sony?:  Which came first, Made in Japan or Sony? Image, not just reality, kills.:  Image, not just reality, kills. Colombia is an example::  Colombia is an example: Drugs Violence Guerrilla warfare But, what about…:  But, what about… Coffee Flowers Emeralds Leather Scenery Brand name apparel Stop being defensive! Go on the image offensive!:  Stop being defensive! Go on the image offensive! Rule #1 Realize the importance of image or branding.:  Rule #1 Realize the importance of image or branding. First, what is a brand?:  First, what is a brand? Product vs. Brand:  Product vs. Brand IBM is a registered trademark of IBM Corporation Photo courtesy of Montgomery County Historical Society Brand vs. Product Brand Emotional Product Functional:  Brand vs. Product Brand Emotional Product Functional = “In the factories, we make cosmetics. In the stores, we sell hope.”:  “In the factories, we make cosmetics. In the stores, we sell hope.” Charles Revson, founder Revlon Benz®: Who cares about cars?:  Benz®: Who cares about cars? Mercedes-Benz is a registered trademark of DaimlerChrysler Rolex®: Who cares about time?:  Rolex®: Who cares about time? Rolex is a registered trademark of Montres Rolex S.A. The Marlboro® Man How much is he really worth?:  The Marlboro® Man How much is he really worth? $400 million or $40 billion? Marlboro is a registered trademark of Philip Morris Companies Inc. How Swatch Changed the Swiss Watch Market:  How Swatch Changed the Swiss Watch Market Old Market Need Appeal Basic Skill Watch Information Accuracy Craftmanship New Market Swatch Fashion Appearance Design “To have your own brand should be the ultimate goal of all manufacturers, but it’s a long-term process.”:  “To have your own brand should be the ultimate goal of all manufacturers, but it’s a long-term process.” Stan Shih Founder & Chairman Acer Some Facts about Brands:  Some Facts about Brands Brands are market leaders Brands have higher profit margins Brands do not have lifecycles like products, they are bigger than products Image Positioning:  Image Positioning The key differentiator Need vs. want (transport vs. Toyota) Answer the question: Why Colombia? The World’s Top Brands:  The World’s Top Brands Coke Marlboro Sony McDonald’s Disney Ford Shell IBM Pepsi Honda Conclusion: Brand image creates long-term, sustainable, competitive advantages.:  Conclusion: Brand image creates long-term, sustainable, competitive advantages. Part II Country Image Case Studies:  Part II Country Image Case Studies New Zealand:  New Zealand Problem: Too much reliance on European Market Solution: “The 7/11 of Asia” Mexico:  Mexico Problem: No financial confidence Solution: “The new Administration means business!” Thailand:  Problem: Fragile investor confidence engendered by Asian financial crisis Solution: “Admit ills and commit to painful cures” Thailand Thailand:  Thailand The Importance of Image:  The Importance of Image A “Made in Taiwan” Case Study A serious economic problem caused by image:  A serious economic problem caused by image The 25% “discount” International jokes Consumer prejudice A Public & Private Sector Initiative:  A Public & Private Sector Initiative Vice Minister of Economics P.K. Chiang Secretary General of CETRA Agustin Liu Stan Shih, Acer King Liu, Giant Frankie Hong, Proton Kunnan Lo, ProKennex BIPA (Brand International Promotion Assoc.) Three Five-Year Plans:  Three Five-Year Plans 1990-95 1995-00 2000-05 1st Five-Year Plan:  1st Five-Year Plan It’s Very Well Made in Taiwan” Attack weakness- Quality Create a Signature:  Create a Signature Communications Strategies:  Communications Strategies Connect with top brands Connect with high-end products Use IMC Competitive SOV Target Audience:  Target Audience Influentials Business Mass Priority Markets:  Priority Markets USA 50% EUR 30% JAPAN 10% S.E. ASIA 05% LATIN AMERICA 05% Budgets:  Budgets Five year, $60 million Each year: Advertising: $5 million PR: $1.5 million Events: $2.5 million Program: $3 million TOTAL $12 million Awards Program:  Awards Program Broad: Symbol of Excellence Focused: Gold & Silver Awards Seminar Program:  Seminar Program Upgrade promotion materials How to deal with foreign media Product launches/corporate identity Advertising & media planning Taipei News Bureau:  Taipei News Bureau Central information point MATs Wire service features Major media hits Creativity driven International Advertising:  International Advertising International Advertising:  International Advertising International Advertising:  International Advertising Event Marketing:  Event Marketing Award winner exhibitions Product launches Annual National Awards Ceremony Domestic Communications:  Domestic Communications Monthly newsletter Media relations Events Product launches Awards Program 2nd Five Year-Plan:  2nd Five Year-Plan Attack with strengths! Core Competencies:  Core Competencies Genius for cost-down manufacturing Innovation for affordability/commercialization Functions up, cost down added value Long-term Competitive Advantages:  Long-term Competitive Advantages Flexibility Time to market Low-cost engineering base Components infrastructure Gallup Benchmark Survey:  Gallup Benchmark Survey Chief Strengths: Value for Money Innovative Slide55:  We coined a new term: Innovalue. Taglines::  Taglines: Taiwan. Your Source for Innovalue. Taiwan. Innovalue Island. Innovalue:  Innovalue Innovalue:  Innovalue Innovalue:  Innovalue Result?:  Result? Transformed the “Made in Taiwan” image from rubber ducks to Silicon Island. Part III Summary of Eight Essential Steps:  Part III Summary of Eight Essential Steps Realize the importance of image! Conduct proper analysis/positioning Create a signature Build unity and consistency Make a long-term commitment to goals Make a competitive investment/SOV Use IMC Set world-class standards Part IV A Case for Colombia?:  Part IV A Case for Colombia? Colombia:  Colombia Location Location Location! Challenges:  Challenges Current image Few international brands Commodities-based economy Travel advisories Advantages:  Advantages Location Soft imagery Creative High standards Committed to goals Juan Valdez icon Potential for robust economic growth Youthful nation New Start Colombia’s Hidden Treasures:  Colombia’s Hidden Treasures Coffee #3 Flowers #2 Lingerie #3 Bananas #3 Emeralds #1 Orchids #1 Carnations #1 Roses #3 Adidas clothes #1 Biodiversity #1 Fresh water #4 Keeping secrets! #1 The New Colombia:  The New Colombia A makeover for Juan Valdez Brand name apparel Flowers Biodiversity Shakira!!!!!!!!!!!! Some Recommendations:  Some Recommendations Get a head start, don’t wait for competition Build strategic foundation first Make a long-term commitment/vision Conduct domestic campaign Simultaneous political PR Support the new Administration Go on the OFFENSIVE!! Final Thought:  Final Thought Remember the Germans and Japanese!

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