Brand Finance at Davos: Nation branding as the key to reimagining growth

20 de janeiro de 2025

No dia de abertura do Fórum Econômico Mundial, Eu tive a honra de moderar um painel distinto de líderes de marcas nacionais no centro de negócios poloneses em Davos para discutir o papel crítico da marca nacional na formação de percepções globais e impulsionando o sucesso econômico. Abaixo, resumi os pontos mais importantes da minha sessão. Os três participantes do painel de discussão, co-organizados com o Eastrise Group, foram:

Participants

The session was opened by Krzysztof Gawkowski, Deputy Prime Minister and Minister of Digital Affairs of Poland. The three participants of the panel discussion, co-organised with Eastrise Group, were:

thebe ikalafeng, presidente da marca África
Mirjam Loertscher, Economichhin e inovação Advisernman do Ministério do Ministério Estrangeiro de Estonias | E por que isso importa?
Alexandre Edelmann, Head of Presence Switzerland

What is Nation Branding and Why Does It Matter?

Cada país tem uma marca, com formação intencional ou não. A marca nacional refere -se a gerenciar estrategicamente essas percepções para posicionar um país favoravelmente no cenário mundial. Ele abrange uma ampla gama de iniciativas, incluindo:

Nation branding is not just about tourism campaigns or logos. It encompasses a wide array of initiatives, including:

Construindo uma narrativa global que reflete os pontos fortes e aspirações de um país. mais opcional no mundo interconectado de hoje. É um ativo estratégico que pode moldar o futuro de um país. Empresas e instituições culturais devem colaborar para garantir mensagens e impactos consistentes. continuamente. Turismo. e oportunidades de crescimento econômico, particularmente em setores como tecnologia e energia renovável. Os países que gerenciam ativamente suas marcas estão melhor equipados para:
Attracting foreign investment and fostering trade.
Supporting cultural diplomacy and boosting soft power.
Encouraging innovation and entrepreneurship.

Managing a nation's brand is no longer optional in today's interconnected world. It is a strategic asset that can shape a country's future.

How to Build and Manage a Nation Brand

Effective nation branding requires:

Investment in Strategy: Successful branding begins with a commitment to understanding global perceptions and aligning them with national goals.
Collaboration Across Sectors: Governments, businesses, and cultural institutions must collaborate to ensure consistent messaging and impact.
Leveraging Strengths: To differentiate themselves, countries should focus on their unique strengths, whether in technology, culture, or natural resources.
Measuring Impact: Data and insights must be used to track the effectiveness of branding initiatives and improve them continuously.

Examples of Nation Branding in Action

Our panel discussed several examples of nation branding in practice:

Switzerland: Known for its precision, neutrality, and innovation, Switzerland has crafted a brand synonymous with quality and trust, leveraging its strengths in finance, manufacturing, and tourism.
Estonia: A digital pioneer, Estonia has established itself as a global leader in e-governance and technological innovation, showcasing how small nations can punch above their weight on the world stage.
Africa: As a continent, Africa is increasingly redefining its brand through initiatives highlighting its diversity, vibrant cultures, and opportunities for economic growth, particularly in sectors like technology and renewable energy.

The Road Ahead

In our discussion, we emphasised that nation branding is not a one-time campaign but a continuous process of refinement and adaptation. Countries that actively manage their brands are better equipped to:

atraem talentos globais. A discussão completa para explorar essas idéias em mais profundidade. 19/20 de fevereiro.
Enhance their geopolitical influence.
Build resilience in times of crisis.

I hope these insights inspire leaders, businesses, and citizens to think strategically about the image of their nations and how they can contribute to shaping it.

Watch the complete discussion to explore these ideas in more depth. Let's continue the conversation about how nations can harness the power of branding to build brighter futures at the launch of the next iteration of the Global Soft Power Index.

See you at the Global Soft Power Summit 2025

The Global Soft Power Index 2025 will be released at the Global Soft Power Summit in London on 19/20 February. A cúpula explorará o papel do poder sofrimento nas relações e negócios internacionais - uma ferramenta essencial para entender a marca da nação como a chave para reimaginar o crescimento. O índice é o estudo de pesquisa mais abrangente do mundo, que mede as percepções das marcas da nação e uma ferramenta -chave para o gerenciamento eficaz da marca nacional. Este ano, a cúpula se concentrará em

John Kerry, the 68th U.S. Secretary of State, will be the keynote speaker. This year, the summit will focus on Respondendo ao declínio da globalização. A comunidade internacional está se tornando cada vez mais dividida, revertendo os processos inevitáveis de globalização anteriormente pensados. Como as nações podem mobilizar seu poder suave para reunir nosso mundo fragmentado? Você pode Clique aqui para se registrar no Summit Global Soft Power 2025 em Londres. Ele se encaixa nos clientes, dirige projetos de consultoria e é responsável pela criação e promoção do Índice Anual de Power Soft Global, marcas de nação e estudos de índice da cidade. Antes de ingressar no financiamento da marca, ele trabalhou na embaixada polonesa em Londres, onde desenvolveu e entregou campanhas bem -sucedidas de comunicação de marketing, bem como programas de relações com a mídia de compromissos oficiais do presidente, primeiro -ministro, ministros do governo e embaixador. Turismo. Ele tem um histórico comprovado na execução de estratégias de comunicação integradas, tendo sido responsável por publicar quase 100 relatórios da indústria e do país sobre as marcas mais valiosas do mundo anualmente. Ele estudou estudos europeus no King's College London e na Universidade Humboldt em Berlim, e relações internacionais com ciências políticas BA na Universidade de Birmingham. Toque

About the Author

Konrad Jagodzinski

Place Branding Director

Brand Finance

Konrad leads Brand Finance’s place branding and soft power practice. He liaises with clients, directs consulting projects, and is responsible for the creation and promotion of the annual Global Soft Power Index, Nation Brands, and City Index studies.

Konrad has extensive experience in advising clients in the fields of place branding and public diplomacy. Before joining Brand Finance, he worked at the Polish Embassy in London where he developed and delivered successful marketing communications campaigns as well as media relations programmes of official engagements by the president, prime minister, government ministers, and the ambassador.

In his role at Brand Finance, Konrad has advised a variety of place branding organisations, including the GREAT Britain and Northern Ireland Campaign, New Zealand Story, and Cape Town Tourism.

Before moving on to grow the place branding practice, Konrad was the Communications Director of Brand Finance and Managing Director of Brand Finance’s PR agency – Brand Dialogue for 5 years. He has a proven track record in executing integrated communications strategies, having been responsible for publishing nearly 100 industry and country reports on the world’s most valuable brands on an annual basis.

Konrad has qualified with the Professional PR Diploma from the Chartered Institute of Public Relations (CIPR). He studied European Studies MA at King’s College London and the Humboldt University in Berlin, and International Relations with Political Science BA at the University of Birmingham.