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23 THE INFLUENCE OF NATIONAL BRANDS Would Germany still be associated with performance and engineering if the likes of Mercedes and BMW cars were never manufactured? Or would France be associated with glamour and style if the likes of Chanel and YSL never graced our stores? Perhaps not, although now the perceptions of these nations are so ingrained in our minds that the answers to these questions are somewhat irrelevant now. However, by observing how closely linked the image of consumer brands are with their country of origin we can begin to gain an understanding into how the image of such nations can be developed over time. It will also provide us with food for thought on how less globally developed nations can begin to reposition themselves by better leveraging their sole exports. The following analysis takes a varied sample of global brands from a number of leading nations and then goes on to assess how closely linked their image is with their country of origin.
24 UNDERSTAND NATIONAL BRANDS A number of countries that have a significant number of truly global brands have been taken for this analysis. These brands have been assessed as an aggregated bundle (or “pot”) so that general conclusions can be sought. This analysis reveals a number of things: 1. Brands can and are used (beyond tourism) to project the image of a nation abroad 2. A country’s national DNA can be seen in their exported brands to varied degrees � Note: National DNA was determined from a separate analysis (see appendix) 3. If national brands are inconsistent, this may affect the image of a nation
Page 1 and 2: NATION BRANDING HOW COUNTRIES ARE P
Page 3 and 4: 2 WHY DOES IT MATTER? Understanding
Page 5 and 6: 4 CONTENTS 1. The nine fundamental
Page 7 and 8: 6 POSITIONING A COUNTRY Although ma
Page 9 and 10: 8 THE NINE COUNTRY BRAND POSITIONIN
Page 11 and 12: Can stem from a lack of positive br
Page 13 and 14: 12 TRUSTED CLASS DIFFERENT NATIONAL
Page 15 and 16: 14 CONCLUSION 1 Most countries (or
Page 17 and 18: 16 PERCEPTUAL CONSISTENCY The findi
Page 19 and 20: 18 BRAND RUSSIA IS GENERALLY PERCEI
Page 21 and 22: 20 BRAND UK HAS A MULTI-DIMENSIONAL
Page 23: THE INFLUENCE OF NATIONAL BRANDS IN
Page 27 and 28: 26 INTERNATIONALLY KNOWN USA BRANDS
Page 29 and 30: 28 INTERNATIONALLY KNOWN GERMAN BRA
Page 31 and 32: 30 INTERNATIONALLY KNOWN ITALIAN BR
Page 33 and 34: 32 CONCLUSION 3 Measuring the level
Page 35 and 36: 34 BRAND PARTNERSHIPS The image of
Page 37 and 38: 36 48 Image attributes IMAGE EXCHAN
Page 39 and 40: 38 Response (raw %’s) 16 14 12 10
Page 41 and 42: 40 FURTHER THOUGHTS It should be no
Page 43 and 44: 42 UNDERSTANDING THE BASICS OF COUN
Page 45 and 46: * Top 7 traits (if applicable) vers
Page 47 and 48: * Top 7 traits (if applicable) vers

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