A Place in the World: Countries’ Brands

A Place in the World: Countries’ Brands

5th edition (2011): A Place in the World: Countries’ Brands

What concepts, attributes, or images are associated with a country, a city, a place? How do these concepts influence the decision to travel there, to buy a product made there, or to approach a person from there?

Building a country brand requires a meticulous process that must involve citizens, businesses, and institutions; it must also observe carefully the perceptions of those who visit or who buy the products.

The fifth FemCAT Forum provided an example of successful management of a country brand, and made a proposal of core values for a Catalan brand. The Forum featured speakers such as Ariane Derks, Director of Lan der Ideen Management GmbH; Josep Maria Oroval and Marta Conejos, from the ESADE Brand Center, and the Honorable, Artur Mas, President of the Generalitat of Catalonia.

  • Ariane Derks: “The results of a brand project for a country are very difficult to measure. From the beginning, you must be clear about what you want to do and be consistent. “
  • Carles Sumarroca: “A country brand cannot work if the values it appeals to are not shared and reinforced consistently over time.”
  • Josep Maria Oroval: “Catalonia, a privileged environment for talent.”
  • Artur Mas: “Working for the Catalonia brand, FemCAT has got it right again.”

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Activities

  • Work areas
  • Entrepreneurship & Innovation
  • Competitiveness
  • Social Cohesion
  • Showcasing Catalonia
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