Nation Branding Lab

A WINDOW INTO HOW CITIES, DESTINATIONS, AND NATIONS LIVE THEIR BRANDS

Tag: public diplomacy

Ido Aharoni on Israel’s Nation Branding

Ido Aharoni, Israel’s Consul General to New York, talks on Knowledge@Wharton about Israel’s nation branding. Watch the full video clip to hear his excellent insights and experience of positioning Israel.

Israel’s brand used to be a producer of conflicts and bad news. When the challenge was defined,  instead of trying to win a debate about an issue, he thought Israel should focus on building a relationship that is meaningful to both the country and consumers by broadening the conversation beyond conflicts and finding ways through research to better communicate Israel’s assets such as creative spirit and innovation.

His long-term effort demonstrates what he believes to take to position a place or a nation: the ability to identify your own competitive edge and to communicate that competitive edge to relevant audience.

During the interview, he names the city of New York, Spain, and Croatia as very successful place positioning efforts. Also, he believes that self-congratulatory messages as one of the least effective strategy in place positioning.

China’s Campaign Lacks Truthfulness

Back in January, I wrote about the nation branding campaign of China in Time Square of NYC. In the article I talked about the possible conflict between China’s current branding strategy and the government’s integrity.

China’s recent diplomacy contradicts its endeavor to re-brand itself with soft-power. It proves that their branding campaign lacks transparency and truthfulness. While China tries to appear to be open, inviting, and friendly on the global stage, its government continues to keep its odd criteria of censorship on the Internet and speech, human rights on its people, and foreign policy on its neighbors.  With these negative attributes, the new image China wants to promote is never attainable.

Below is the link to an article from Human Rights Watch. Australian Prime Minister Gillard expresses her concern over the serious human rights problems in China as she visits the country.

http://www.hrw.org/news/2011/04/23/australia-gillard-should-spotlight-rights-regression-china

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