Nation brands and the case
study of UkraineKatarzyna Rybka-Iwańska
Course on Public Diplomacy 2017
� Nations continue to shape and reshape their identities/to rebrandthemselves, because their reality changes
�they need to project this real change symbolically to all the audiences with whom they relate
�They want, as far as they can, to align perception with reality
For example: The Dutch East Indies became Indonesia, its capitalBatavia became Jakarta, a new language, Bahasa Indonesia, was constructed.
�There is a need to build a national consensus around language, presumed ethnicity, religion (sometimes), culture, etc.
�Some countires have a long but interrupted history, like Georgia, while others, such as Tajikistan, have been carved out of the former imperium and therefore have difficulties in establishinglegitimacy.
Wally Olins
Source: The New Public Diplomacy. Soft Power in
International Relations. Edited by Jan Melissen,
palgrave macmillan 2005.
Katarzyna Rybka-Iwańska
� Brand export: Mercedes, Audi, BMW, VW are Germany and Germany is cars – it is:
� advantageous – everything connected with engineering and efficiencygets credit � Siemens, Bosch, Braun, Miele
� Disadavantageous – other brands do not underline their German origins � Jil Sander, Hugo Boss, Nivea, Allianz
�If the nation’s leadong brands are based around too narrow a sphere of activity, those flagship brands in the secotr may flourish, but the orherbrands may find it more difficult
�Contradictory examples: Gucci and Ferrari come from Italy; Jaguar, Burberry and Scotch whisky come from Britain, France had Aribus, Dior and Hennessy.
Wally Olins – three areas of the
competition of the nations
Source: The New Public Diplomacy. Soft Power in
International Relations. Edited by Jan Melissen,
palgrave macmillan 2005.
Katarzyna Rybka-Iwańska
� Foreign direct investments, influeced by local legislation, tax
breaks, regional funding, education level of employees,
government attitues, transport infrastructure – but being
fashinable as well
� Tourism – competition over tourists, but the danger of gettinhg
large numbers of tourists that a countiry cannot effectively cope
with and who spend very little money per head is visible
Wally Olins – three areas of the
competition of the nations
Source: The New Public Diplomacy. Soft Power in
International Relations. Edited by Jan Melissen,
palgrave macmillan 2005.
Katarzyna Rybka-Iwańska
� Launching and managing a national branding programme is
inifinitely more complex, sohpisticated, difficult and long term
than managing a similar activity for a commercial organization
� It takes years, and the pay-off is slow + not readily
measurable/tangible
� Politicians like quick, measurable results that get them votes – that
is one of the reasons why so many national branding programmes
are taken up enthusiastically and then dropped.
Wally Olins - summary
Source: The New Public Diplomacy. Soft Power in
International Relations. Edited by Jan Melissen,
palgrave macmillan 2005.
Katarzyna Rybka-Iwańska
Nation Brand hexagon
Source:
http://www.superbrands.com/turkeys
b/trcopy/files/Anholt_3939.pdf
Katarzyna Rybka-Iwańska
Katarzyna Rybka-Iwańska
The Nation Brand Index - Influencers
http://nation-brands.gfk.com/
State/national brands
There were changes – everyone loses
Source:
http://placebrandobserver.com/results-
anholt-gfk-nation-brands-index-2016/
Katarzyna Rybka-Iwańska
Brand Finance – Nation Brands 2016
Source:
http://brandfinance.com/images/upload/nation_brands_20
16_report.pdf
Katarzyna Rybka-Iwańska
Brand Finance – Nation Brands 2016
Source:
http://brandfinance.com/images/up
load/nation_brands_2016_report.p
df
Katarzyna Rybka-Iwańska
The best and the worst performing
nation brands
Source:
http://brandfinance.com/images/upload/nation_brands_20
16_report.pdf
Katarzyna Rybka-Iwańska
The strongest national brands
Source:
http://brandfinance.com/image
s/upload/nation_brands_2016_
report.pdf
Katarzyna Rybka-Iwańska
Country Brand Index 2014-2015
(Future Brand)
Source: http://www.futurebrand.com/uploads/CBI-
14_15-LR.pdf
Katarzyna Rybka-Iwańska
Examples
Source: http://www.futurebrand.com/uploads/CBI-
14_15-LR.pdf
Katarzyna Rybka-Iwańska
Examples
Source: http://www.futurebrand.com/uploads/CBI-
14_15-LR.pdf
Katarzyna Rybka-Iwańska
Examples
Source: http://www.futurebrand.com/uploads/CBI-
14_15-LR.pdf
Katarzyna Rybka-Iwańska
Examples
Source: http://www.futurebrand.com/uploads/CBI-
14_15-LR.pdf
Katarzyna Rybka-Iwańska
Examples
Source: http://www.futurebrand.com/uploads/CBI-
14_15-LR.pdf
Katarzyna Rybka-Iwańska
Examples
Source: http://www.futurebrand.com/uploads/CBI-
14_15-LR.pdf
Katarzyna Rybka-Iwańska
Ones to watch
Source: http://www.futurebrand.com/uploads/CBI-
14_15-LR.pdf
Katarzyna Rybka-Iwańska
Ukraine
Source:
http://bunews.com.ua/investment/item/brand-
ukraine-annual-rating-places-ukraine-among-best-
performing-nation-brands
http://brandfinance.com/images/upload/nation_bran
ds_2016_report.pdf
Katarzyna Rybka-Iwańska
Ukraine – Global Competitiveness
Index
Source: http://www3.weforum.org/docs/GCR2016-
2017/05FullReport/TheGlobalCompetitivenessReport20
16-2017_FINAL.pdf
Katarzyna Rybka-Iwańska
Ukraine – Global Competitiveness
Index
Source: http://www3.weforum.org/docs/GCR2016-
2017/05FullReport/TheGlobalCompetitivenessReport20
16-2017_FINAL.pdf
Katarzyna Rybka-Iwańska
Ukraine
Source:
http://www.transparency.org/
news/feature/europe_and_ce
ntral_asia_an_overall_stagnati
on
Katarzyna Rybka-Iwańska
Ukraine in Country Risk Report 2017
Source: Ukraine Country Risk Report - Q2
2017
BMI Risk Reports; London. (Second
Quarter 2017).
Katarzyna Rybka-Iwańska
Ukraine in the Index of Economic
Freedom
Source:
http://www.heritage.org/index/
pdf/2017/book/index_2017.pdf
Katarzyna Rybka-Iwańska
Ukraine in Freedom Index
Source: https://freedomhouse.org/report/freedom-world/2017/ukraine
Katarzyna Rybka-Iwańska
Ukraine in Fragile States Index
Source: http://fundforpeace.org/fsi/country-data/
Katarzyna Rybka-Iwańska
Ukraine in Fragile States Index
Source: http://fundforpeace.org/fsi/country-data/
Katarzyna Rybka-Iwańska
Ukraine in Global Innovation Index
Source:
https://www.globalinnovationind
ex.org/gii-2016-report#
Katarzyna Rybka-Iwańska
Ukraine in Global Innovation Index
Source:
https://www.globalinnovationind
ex.org/gii-2016-report#
Katarzyna Rybka-Iwańska
Katarzyna Rybka-Iwańska
Ukraine in Human Development
Report 2016Source:
http://hdr.undp.org/sites/default/files/2016_hum
an_development_report.pdf
Katarzyna Rybka-Iwańska
Ukraine in Human Development
Report 2016
Source:
http://hdr.undp.org/sites/default/files/2016_hum
an_development_report.pdf
� Which country has the best and the most stable brand? Why – and will this change?
� Which country has the worst nation brand? Why – and will thischange?
� What kind of a role does the national identity play in forming the nation brand?
� How can a nation brand contribute to security of a nation/country?
� Which fields play a role in nation branding?
� What is more important: politics or economy? politics or people-to-people contacts?
� What role do the international rankings play? Do political leaders careabout them? Should they or should they not?
� In which fields should Ukraine and your respective countries workharder and harder to improve their international images?
Questions to students
Katarzyna Rybka-Iwańska
Thank you very much for your
attention!
Let’s stay in touch:
https://www.linkedin.com/in/katarzyn
a-rybka-iwa%C5%84ska-08856b133/
Katarzyna Rybka-Iwańska