NBI (Nation Brand Index)

Countries are constantly in competition with each other to attract investors, tourists and build up an image for themselves to inspire support from their respective citizens. The success of a country in doing so is measured using the NBI (Nation Brand Index). The NBI was developed by Simon Anholt a world leading specialist in creating strategies for countries, cities and regions. When it was launched in 2005 it was referred to as the ‘Simon Anholt Nations Brands Index’ and it was fielded four times a year.

Nation branding is practised by many states including South Africa, America, Europe, Canada, France, Japan, China etc. In these countries it is officially referred to as public diplomacy. These Countries Governments have resources dedicated to nation branding. They do this in hopes that it will improve their global standing, as a well put together image of a country can influence its success in attracting investment, tourism and increase its political influence in the world.

The NBI is also parent to another survey known as the ‘Monocle Soft Power Survey’ which was established in 2009. This survey ranks nations according to their attractiveness and level of influence on the world. The following elements of a country are evaluated: Diplomatic infrastructure, cultural output, level of governance, appeal to business and capacity of education. The list is then calculated with the use of an estimated fifty factors which indicate the use of soft power. These factors include but are not limited to: Olympic medals, cultural missions, business brands and the quality of country’s architecture.

South Africa is not doing too well on either of these surveys. On the NBI it is sitting at number thirty six and on the Monocle Soft Power Survey it is at number twenty. South Africa did not make it to the top ten of either survey. This essentially means that South Africa has very little influence globally despite the fact that it is the largest exporter of gold, other minerals, and has and internationally revered political icon in the form of Nelson Mandela. South Africa has all the potential to make it to the top of the rankings yet it lacks what it needs most at this point; a carefully articulated and successful brand image.

References:

http://en.wikipedia.org/wiki/Nation_branding

http://mountainrunner.us/2011/01/bruce_gregory_reading_list_54/#.Ue0srNL-HTo

http://www.southafrica.info/business/investing/anholt-241012.htm#.Ue0paNL-HTo

Branding South Africa

Have you ever thought about whether countries brand themselves, and how some manage to keep their image intact no matter what situation they come across? Well then just like companies have structures in place to promote and maintain their image countries do the same, but the only difference is the type of branding countries undertake is slightly different and referred to as 'policy based branding. What this essentially means is that all the money spent on it directly benefits the economy.

Every country is united under its largest symbol, its national flag. The flags are symbolic representations of everything the country stands for and it is also through these flags that countries identify each other e.g. In the South African flag the black, yellow and green are colours used by the democratically elected ruling party the ANC, the other three colours red, white and blue were used on the old flag of Transvaal, and the blue and white were also found in the old South African Flag. This fusion of colours signifies a country embracing its past, present and future. Some countries such as America have created successful brand extensions of these flags with strategic placement for maximum visibility e.g. the uniform worn by the American Olympic team. This allows them to imprint their brand image on everyone’s mind repetitively.

South Africa has been trying to build a brand for itself of similar calibre ever since 2002 when Brand S.A was established. It is a marketing initiative mandated by former president Thabo Mbeki to Change the country’s image locally and internationally. Unfortunately it has not achieved much within the last decade, which is disappointing considering the ample amount of time and money given to the cause. My research paper seeks to understand why South Africa’s image has remained stagnant and how it can be saved.

References: 
http://en.wikipedia.org/wiki/Flag_of_South_Africa

Fable Font Creation

I have recently undertaken a personal task to design a decorative font, for my own amusement. It came about when I was tasked with the production of a logo for a perfume. It was one of my two strongest ideas, but obviously one got chosen over this one. Fable always stuck out in my mind though, there was a childlike innocence about it which I liked a lot, hence me carrying out the initial idea and extending it into a full font.

The term fable is defined as a short story, typically with animals, inanimate objects, plants or forces of nature conveying a moral. A fable is one of the most enduring forms of folk literature; they can be found almost everywhere. They are most often stories passed down from parent to child throughout generations, one that I can vividly remember being told by my grandmother is that of ‘The Tortoise and The Hare’ a story that I’m sure most are familiar with.

The inspiration behind the font is the popularized cartoon depiction of a beehive, derived from Skeps which originated two thousand years ago. These structures are made of straw and meant to protect the honeycomb which the bees produce inside the Skep.

The font can be used to write titles for a series of kids books and products which would be extensions of these books. I will post the rest of the font when I am done with it, but for now below are pictures of the inspiration and what is to come.

a Skep.

 Cartoon beehive.

Font outline.Fable Font.

Branding 101

When a company succeeds in the working environment it is most likely because it has been well branded. Branding can be defined as "as a name, logo, slogan and/or design scheme associated with a product or service" and brand management is "the application of marketing techniques to a specific product" (Wikipedia).

Companies like Coca Cola are a quintessential example of good branding. Cola Cola is arguably the most recognizable brand in the world as it appeals to the young and old. The company has even been honored with the Cannes Creative Marketer of the Year Award for 2013.

With successful branding a company gets prospective customers to see it providing the only solution to their problem e.g. when you are thirsty and within close proximity to a shop you automatically think about buying Coca Cola. the company has embedded itself in the consumers minds as a thirst quencher.

When you brand a product you are also giving it a personality, which is like assigning human characteristics to it e.g. loving, caring, exciting etc. This makes a product easily receivables to consumers. The design aspect   is also important as it forms the foundation and makes the product distinct from its competitors. The main types of brand personalities are as follows.

1. Excitement
2. Sincerity
3. Ruggedness
4. Competence
5. Sophistication

Coca Cola fits into the excitement category as it presents itself as young, carefree and spirited. I used Coca Cola to explain the key elements of branding as i understand them because just about everyone has come across their beverages and is familiar with their marketing.