“In a global marketplace, nation brand is one of the most important assets of any state. It encourages inward investment, adds value to exports, and attracts tourists.”– David Haigh, CEO Brand Finance
It is essential for a country to well-manage the nation brand in order to draw the finest goods and services to its market. According to Alex Haigh, Nation Brand Director, Brand Finance, smaller countries tend to have the strongest brands because it is easier for governments to manage the image and there is a greater need to be competitive. Turning a nation into a brand is quite a complex exercise. It not only requires boosting tourism through hospitality, but also the traditions, values, and heritage that make a nation’s identity.
Governments who want to influence the world’s perception about their countries shape their impressions through tourist bureaus, chambers of commerce, foreign trade administration and media campaigning. In the same way, businesses through advertising help in persuading the customers to buy their brands. The nation brands perception is derived through different performances and practices like the development of the best products and their export. Germany, for example, is well known for its excellent development of automobiles, Switzerland for banking, Scandinavian states for their dairy products, and China for low-cost manufacturing.
Nation branding, then, has a direct influence on the economy of a state.
The United Arab Emirates (UAE), for example, is all set to challenge Singapore as the country with the strongest international image. A mounting tourism industry, stable government and a big push towards e-commerce have made the UAE the third strongest nation in terms of brand strength. By developing a clear vision for its brands, backed by heavy investments, many of the Gulf States have followed the nation branding lead.
Each Emirate is contributing to the overall image building of the UAE. Its tourism score is on an upward trajectory. Creation of water parks and upmarket resorts has been followed by unique cultural attractions. Moreover, they are international hubs with large modern airports that serve as a base for some of the world’s leading airlines — Emirates, Etihad and Qatar Airlines — and the broader goods and services pillar will see accelerating benefits in the coming years with the 2020 Dubai Expo.
While a country is represented by its policies, tangible representation comes from iconic monuments and events. In the UAE, the record-breakers like Burj Khalifah (the world’s tallest buildingt), JW Marriott Marquis (the world’s tallest hotel), Dubai Mall (the world’s largest mall), Ski Dubai (world’s first indoor desert ski resort), and the Formula Rossa in the Ferrari World (the world’s fastest roller coaster ride) are just a few examples. The seasonal events that highlight local and international sports, culture, tourism, festivals, shopping and glamour constitute the nation brand. Popular culture that showcases the UAE such as movies, television series and popular music has added to the halo branding of the nation. Sporting events including football, cricket, tennis, golf, skydiving, and running are the successful halo branding. Besides sports, Abu Dhabi and Dubai host international film festivals and bid for major international conferences. As the UAE lies at the junction of crises-prone Middle East, acts of war, civil crises and similar aggression are the issues that threaten its reputation. In that context, associations such as the ones formed by housing resorts and hosting events prove especially helpful.
In the future, the UAE should have a nation brand that covers all the seven Emirates, and not just Dubai. Moreover, the balancing of culture and urbanisation is important. The focus on the modern and traditional heritage advertising should also be taken into consideration. Institutions should be established all over the Emirates so the people can stay connected to the old traditions. Creating multiple institutions would enhance the importance and richness of the UAE’s traditions and would also let the younger generation have an idea of the UAE history, culture and heritage. Nation brand values that are embedded in pride and have roots in heritage are more likely to be successful.
The millennium age is the age of cooperation and international relations. Collaboration among states is an urgent need in order that the cooperation that leads to support may grow and develop. This can be done through various associations in the field of health, education, security and cultural exchanges. If the countries are rich in resources, they need to develop the capability to put them to use. They should market it, and attract the foreign citizens to enable harmonisation and long-term relationships. Country branding is based on competency. The competency of India, China, France, Germany, and now the UAE, is boosting the branding competition among the states.
Fuelling the national economy is a must for entering international competition. Nations should control and manage their branding to achieve a significant position in the global marketplace. In order to improve the stereotypes that define a state, and to create a brighter image, one should generate new and positive attraction in the form of events to magnetise tourists. Tourists are drawn to destinations that offer the best services with convenience. The country image helps to influence people to purchase, invest and travel. Media and the entertainment industry play a vital role in shaping this perception. Countries with a positive reputation (culturally rich and politically safe) enter the global market easily. They enjoy trust and amity of other states. On the contrary, a poor reputation — owing to instability and insecurity — makes marketing efforts difficult, and often renders them ineffective. The importance of nation branding, then, cannot be underscored enough for its role in winning hearts and minds internationally and in generating soft power.
The writer is a Defence and Diplomatic Studies at the Fatima Jinnah Women University