EXCHANGE ZONE EXCHANGE ZONE

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35 BRAND PARTNERSHIPS HAVE BEEN USED TO HELP PROMOTE AND POSITION A COUNTRY E.G.BRAND BRAZIL AND SELFRIDGES In May 2004, Selfridges ran a month-long promotion “Brazil 40º”: � The “celebration of the icons, the passions and the rhythms of a culture on the move,” as Selfridges itself quoted The centerpiece to Brazil 40° was a giant replica of Rio de Janeiro’s "Christ the Redeemer" which stood 13 metres high on the front of Selfridges Oxford Street store. From the windows in, a “touristy Brazil” and a “Brazil of business” was presented and experienced. (Source: www.apexbrasil.asia/) Brazil was identified as one of the most influential forces in fashion, design and performance and selected because of its "creative centre bursting with fertile new ideas and a spirit of experimentation." (Source http://www.brandrepublic.com/)
36 48 Image attributes IMAGE EXCHANGE MAP – ASSESSES THE DEGREE OF EXCHANGE BETWEEN TWO BRANDS ..The further away the attribute from the line, the greater the difference between the brands STRONG WEAK EXCHANGE ZONE LOW ASSOCIATION MUTUAL REINFORCEMENT EXCHANGE ZONE WEAK STRONG Brand “Y” Imagery
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 and 24: THE INFLUENCE OF NATIONAL BRANDS IN
Page 25 and 26: 24 UNDERSTAND NATIONAL BRANDS A num
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: 34 BRAND PARTNERSHIPS The image of
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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