by Hajra Abdul Ghafoor
When we say the name of a country, what pops into our mind, the perceptions, the feelings, and the emotions that we associate with a nation are defining its identity, that is nation branding.
Have you ever wondered what are the factors that qualify to be the representatives of a nation’s culture and its identity? Is it merely history reflected through books or the persona through its rich craft and creativity in products reflecting its uniqueness and distinction in this flood of products?
So, why is it important to create unique expressions of cultural identity?
A very enlightening quote that resonates with the idea of reflection of cultural identity in the products is by Ernst Fisher, that says:
“In a society of decay, art, if it is truthful, must also reflect this decay, if it wants to hold faith to its social function, art must show the world to be changeable and help to change it”.
We must keep in mind that even in the present times, we are still in the “construction-phase” and the continued changes in the society very much define the need for the redefinition of identity.
Are nation brands a logo?
It is a common perception that the logo is the brand, no, there are great country brands that have no logo e.g., one cannot specify the logo of Japan or France but the name of these countries equip with them a certain emotion and perception, and that is the brand, not the logo.
Why is nation branding important?
If you do not work and manage your country brand, someone else will! It is very important for countries to work on their reputation and perception because it has an economic and social impact on the country because if your country of origin has better perception, you would have a remarkable edge as compared to other companies from other countries.
What is the impact of good branding?
The image that a country’s brands have influences the willingness of five groups of international stakeholders, it affects:
- Trade – uniqueness leads to the rise in export.
- Investment – attract foreign investors.
- Tourism – giving a refreshing experience.
- Talent – affects the workforce and lifestyle.
- Prominence – relating to general reputation and admiration.
How to build a national brand:
There are five major steps:
- Identify the central idea – What do you want to be known for?
- Stakeholder Engagement – Getting all the businesses and citizens on board with the concept.
- Policy Making – Creating actions, activities and policies that enable the national brand to be delivered.
- Digital Identity – Synchronizing real-world and online activities and events.
- Marketing – Getting the word out to the rest of the world.
Australian-Made Logo:
This logo is the true mark of “Aussie” authenticity, it is the most trusted and widely recognized country of origin symbol. It is under third party accreditation system which ensures products that carry the logo are certified as genuinely Australian. Consolidating its international reach, the Australia-made logo is now a registered trademark in the USA, China, South Korea, and Singapore with more to follow!
Top Australian Brands 2019:
These brands are not only the face of Australia but a great impact to Australian economy and a positive image in the international market.
If you need any assistance or more information regarding your brand registration in Australia and its impact in Australian market, contact our team at ONE IP INTERNATIONAL.
