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.”