I was looking at the NBI (Nation Brand
Index) recently and something on the list jumped at me, Canada is rated as
having the second best nation brand in the world. It even surpasses arguably
the most well known country in the world, America, which now sits at number
eight on the list. This was kind of weird to me as I have known Canada to be
the subject of a lot of degrading jokes in a string of American films and TV
series. Anyway back to the Canadian brand and what makes it tick. Canada’s image
got reworked back in 2004 by CTC (Canadian Tourism Commission) in order to
change the outdated perception people had about it. The brand’s logo is basically a stylised version of the
leaf found on the Canadian flag. Them using the leaf as their symbol makes
perfect sense to me as it is what comes to mind when someone mentions Canada to
me. The catchphrase they went with is “keep exploring”, this phrase ties in
with their brand’s selling points perfectly.
The
Canadian brand has five selling points which it emphasises in its marketing campaign
in order to appeal to a domestic and international audience. These selling
points are:
1. Vibrant cities on the edge
of nature
2. Personal journeys by land,
water, air.
3. Active adventure among awe-inspiring
natural wonders.
4. Award winning Canadian
local cuisine.
5. Connecting with Canadians.
Although
they are nothing new (even they admitted it on their website), the angle at
which they are marketing them is refreshing. This leads me to think that if the Canadian brand can be ranked second on the list after only nine years of having
established itself, bear in mind that it wasn't even on the top ten list when
the NBI started out in 2005, then why can’t South Africa do the same?
Especially after knowing that South Africa had a two year head start on Canada
with Brand S.A. being in business since early 2002. I would love to hear your
thoughts on Canada taking the second spot on the list, are you as shocked as I
was?
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