Zīmols kura nav

LU SZF publiskā diskusija " Vai Rīga jau gatava: pilsētas tēla veidošana“

2010. gada 23. martā

$1triljons $1miljards

$1miljons

http://www.cnbcmagazine.com/story/corporate-makeover/1102/1/

Pasaules valstu zīmolu veidošanas tirgus

Kas ir vietas zīmola veidošana?

Dubaija

Take Dubai: its brand promise has been aggressively projected over the last decade by the creation of a series of truly powerful and differentiating experiences (sporting events, the Burj, the ski slopes etc) which have substantially determined how the world now views the Dubai brand.

http://nation-branding.info/2009/01/21/branding-the-united-arab-emirates-uae/

Abu Dabi

"The most important thing about this facility is that first and foremost it's a communication tool for Abu Dhabi and that was proved very clearly in terms of the Grand Prix and how it got the name out there -- people now know where Abu Dhabi is."

Francija

In an increasingly globalized planet where the English language and Hollywood dominate, the French are taking all things French very seriously. France spends a whopping $1.4 billion each year promoting its culture and language abroad.

http://edition.cnn.com/2010/WORLD/europe/02/12/frenchness.diplomacy.culture/index.html

Dānija

“Sports events today are much more than a sports competition. They are an experience for the athletes and participants – and for the tv-viewers at home. They are a tool to attract visitors to a country. They are a catalyst for social development and communication of values”, says Lars Lundov

http://nation-branding.info/2009/04/18/denmark-brands-itself-with-sports/

D. Koreja

South Korea’s new plan to nurture 300 small- and mid-sized enterprises (SMEs) with high growth potential, commonly known as “hidden champions,” into competitive global players by 2020. It will help consolidate the country’s reputation as a technological powerhouse and, in the long run, enhance its global image.

http://nation-branding.info/2010/03/20/update-on-south-korea-nation-branding-project/

Austrālija

SYDNEY (AFP) Jan 12, 2009 — An Australian state has launched a global search for candidates for "the best job in the world" -- earning a top salary for lazing around a beautiful tropical island for six months. The job pays 150,000 Australian dollars Tourism Queensland campaign generated US$ 70M of global publicity, while its estimated cost is only US$ 1 M.

http://www.google.com/hostednews/afp/article/ALeqM5jaxcIb71fkpboX3q4GHTJl3prH_A

Latvija

http://www.latvijaexpo2010.lv/en/tag/latvija-expo-2010/

Kas nav valsts zīmols?

• Tikai par tūrismu • Tikai logo• 60” klips CNN• Tikai ārzemniekiem• Īstermiņa projekts• Kosmētika• Tas pats, kas korporatīvais zīmols• Viegli• Jaunums• Ieguldījums neizmērāmu rezultātu

“A country brand strategy therefore is a plan for defining the most realistic, most competitive and most compelling strategic vision for the country.

Country branding harmonizes national policies as varied as acts and policies of government, the values and behaviors of the citizenry, education, culture, sports, health, taxation, public diplomacy, look and feel of settlements, export and investment promotion, and infrastructure development.

Mathias Akotia

http://nation-branding.info/2010/02/17/what-is-nation-branding-brand-ghana-ceo-writes/

Kāpēc valstij nepieciešams zīmols?

Sabiedrības un elites interesēs ir lai nauda tiktu tērēta tās teritorijā

Trīs valstu konkurences virzieni

• Eksports• Investīciju piesaiste• Tūrisma piesaiste

Affect the way its nationals are treated as tourists or potential employees as well.

Kā izveidot vietas zīmolu?

• Noalgo sešciparu formu (no ārzemēm).• Ļauj “ekspertiem” iepazīties ar situāciju. • Atlasi kādu no piedāvātajiem logo un saukļiem.• Noorganizē preses konferenci.• Izveido jaunu veblapu.• Brīnies kāpēc sabiedrība to nepieņem un vispār

kāpēc tas viss nestrādā.

Travis Sheridan, AuthentiCity: The Secret of Place Brandinghttp://travissheridan.blogspot.com/2009/07/authenticity-secret-of-place-branding.html

Enterprise Estonia operates in the following sectors:

• Increase of sustainability and acceleration of growth of the new companies;

• Improvement of export and product development capability of the Estonian companies;

• Involvement of foreign direct investments in the Estonian economy;

• Increase of tourism export and development of domestic tourism.

ikp - EE, LT, LV

Jose Filipe Torres

“The impact on the GDP- establish an objective and go after it. When it comes to rankings and polls, they don’t necessarily imply higher GDP, more talent or more tourism. You can have a good opinion about some country, but that doesn’t necessarily make you want to go there, invest there or move there.

http://nation-branding.info/2009/06/17/exclusive-interview-country-branding-consultant-jose-filipe-torres/

Austrālija

Some of Australia’s leading executives are pushing a new lobby to convince the Australian government to manage its country brand holistically, fearing a drop in popularity of Australia’s nation brand worldwide. Australia was 9th at last year’s Nation Brands Index, and 1st at the Country Brands Index 2008.

http://nation-branding.info/2009/07/29/brand-australia-council/

“Austrālija

But all this seems to lack cohesion between key players and their ideas and initiatives regarding our image and identity. This has long been the problem: government departments, industry sectors and major institutions all going their own way in reflecting Australia to the world without any common thread or unity of vision.Malcolm Long

http://www.abc.net.au/unleashed/stories/s2810333.htm?site=gippsland

D. Koreja

With an annual budget of $5.8 million, Presidential Council on Nation Branding is operating as a watchtower of pan-government, related departments, and streamlines all processes and presses all kinds of keys, at all times.

http://nation-branding.info/2010/01/13/south-korea-update-country-nation-branding-seriously/

Zviedrija

Part of Sweden’s celebrated image can be credited to the fact that the country has a unified brand platform, the result of incorporating the Swedish Institute, VisitSweden, the Ministry for Foreign Affairs, Invest in Sweden Agency and the Trade Council into the Council for the Promotion of Sweden, which generated a common brand platform for most of the relevant aspects of the country.

http://nation-branding.info/2009/12/02/brand-sweden-goes-local/

?Kāds ir vēstījums?

no valsts ekonomiskā tēla viedokļa daudz būtiskāka ir "ātrās un dinamiskās Latvijas

ideju virzīšana".

"Piemēram, iespējams, vidējais Ķīnas tūrists no Latvijas vēlas saņemt kompaktā laikā noteiktu ceļojumu paketi, nevis nesteidzīgu atpūtu. Pirms virzām ideju par

Latviju kā nesteidzīgas atpūtas zemi, ir jāsaprot, ko vēlas katra tūristu grupa,"

Rīgas reklamēšanas kampaņu "Live Rīga", kurā tiek saturiski integrētas sadaļas "Look Riga", "Feel Riga", "Stay Riga" un "Work

Riga", drīzumā varētu papildināt arī ar sadaļu "Slow Riga", tematiski sasaistot ar jauno Latvijas tūrisma tēla koncepciju.

Vita Jermoloviča

Andris Ozols

Pēteris Strautiņš

Latvijas jaunais zīmols popularizēs Latviju kā vietu, kurā, tūristam atbraucot, ir iespēja mainīt savas dzīves tempu, lai izbaudītu

nesteidzīgu, niansētu atpūtu, kas ļautu iegūt jaunu pieredzi, rast harmoniju un atklāt savas patiesās vērtības.

Aldis Kušķis

Vally Olins

“Nesaskaņota valsts un tās pilsētu zīmolu veidošana ir "pilnīgi bezjēdzīga naudas tērēšana"

http://ow.ly/1d6pi

Vai zīmols ir tikai ekspertu joma?

Vai cilvēki jūt piederību?

Vai cilvēki jūt piederību?

“Simon Anholdt

Riga - which I mentioned in an earlier post as one of my favourite European cities - has risen from 46th to 9th position since a newspaper article mentioned the contest. Naturally, thousands of the good citizens of Riga got voting, and succeeded in pushing their city up the rankings.

Omāna

For Oman to be successful, both economically and socially, it is critical for its citizens, consumers, businesses and workers to develop a positive concept of what Oman stands for and where it is going. We must first develop this internally before we can hope to convince the rest of the world.

http://nation-branding.info/2009/02/04/national-brand-for-oman/

Kosova

"It's creating an image of something we're not," she says. "It's too superficial." Albin Kurti

http://www.time.com/time/world/article/0,8599,1964625,00.html

‘Cool Britannia’

Why did Tony Blair’s campaign fail so miserably? When they invented “Cool Britannia,” nobody asked the Brits, “Do you feel cool?”

Nicolas Papadopoulos

“Nicolas Papadopoulos

....if you’re trying to sell yourself or your country or your place to others on a certain brand proposition, you can’t separate that out from how the people see themselves and understand their own identity

“I-am-because-we-are”

Get Wildly Creative About South Africa, inviting people to dream up great ways to promote this colorful African country. Opening March 15, as a part of a major nation branding research project.

http://sanfrancisco.bizjournals.com/prnewswire/press_releases/California/2010/03/01/NY61784

Fresno – zīmola platforma bez logo

Fresno – zīmola platforma bez logo

Fresno – zīmola platforma bez logo

Fresno – zīmola platforma bez logo

Politikas loma valsts zīmola vērtībā

“Simon Anholdt

As head of state, Obama has boosted the value of "Brand America" by just over $2 trillion, up from $9.7 trillion in 2008 to $11.8 trillion this year. That means U.S. goods, services, people, and even the country's landscape are about 20 percent more enticing to the global market than they were in 2008.

The $2 Trillion Man

Anholt-GfK Roper Nation Brands Index

Nations measured in each wave of the survey include:

• North America: Canada, US • Western Europe: Austria, Belgium,

Denmark, Finland, France, Germany, Holland/The Netherlands, Ireland, Italy, Scotland, Spain, Sweden, Switzerland, UK

• Central/Eastern Europe: Czech Republic, Estonia, Hungary, Lithuania, Poland, Romania, Russia, Turkey

• Asia Pacific: Australia, China, India, Indonesia, Japan, Malaysia, New Zealand, Singapore, South Korea, Taiwan, Thailand

• Latin America: Argentina, Brazil, Chile, Columnbia, Cuba, Ecuador, Mexico, Peru

• Middle East/Africa: Angola, Egypt, Iran, Kenya, Saudi Arabia, South Africa, United Arab Emirates

Like Iceland, Dubai, Latvia and a few others before, the relatively small country of Greece has been on the eye of an economic storm recently.

http://nation-branding.info/2010/02/13/greeces-image-into-the-storm/

Paldieshttp://twitter.com/StirnaGun

http://stirnagun.posterous.com