O efeito da imagem nacional de um país sobre as marcas e a economia como um todo agora é amplamente reconhecida. Em um mercado global, a marca nacional é um dos ativos mais importantes de qualquer país, incentivando o investimento interno, agregando valor às exportações, atraindo turistas e imigrantes qualificados. O país se tornou o maior fabricante e exportador do mundo e a maior economia por compra de poder. O crescimento econômico da China, por sua vez, reforçou sua posição política. Com os líderes dos Estados Unidos e da Europa buscando agendas cada vez mais de aparência interior, a China está aproveitando o momento de assumir um papel de liderança global para o qual aspirou há muito tempo. Em um círculo virtuoso, a imagem nacional transformada da China está reforçando as marcas chinesas e a atratividade do país para investidores e turistas.
The beginning of the 21st century has witnessed the rise of China as an economic and political power. The country has become the world’s largest manufacturer and exporter, and the largest economy by purchasing power. China’s economic growth has in turn bolstered its political standing. With the leaders of the United States and Europe pursuing increasingly inward-looking agendas, China is seizing the moment to take on a global leadership role it has aspired to for a long time. In a virtuous circle, the transformed national image of China is reinforcing Chinese brands and the country’s attractiveness to investors and tourists.
em comparação com a Ásia, o Ocidente está em estagnação. No entanto, a Itália e algumas marcas da nação européia, que muitos consideraram incapazes de se recuperar completa após os problemas da crise da zona do euro, implementaram as reformas necessárias e agora estão crescendo a taxas de dois dígitos. Uma coisa é construir crescimento, outra para sustentá -lo e algo ainda diferente para se recuperar após um golpe. Oriental e oeste têm muito a aprender com suas respectivas experiências. Dessa forma, a marca nacional italiana agrada a uma infinidade de públicos e suporta uma variedade de indústrias. Se a China quiser manter seu crescimento impressionante, pode ter que absorver parte desse carisma europeu, que, além da eficiência, acentua também o individualismo. Agora, a iniciativa do cinturão e da estrada pode ser a chave para a troca leste-oeste, assim como a antiga rota da seda, famosa pelo italiano, Marco Polo, estava no passado. Valor.
One of the most successful nation brands in Europe, Italy has built its reputation on the distinctive style of its luxury brands, such as Ferrari and Gucci, as well as on the delicious cuisine and relaxed character of its people. In this way, the Italian nation brand appeals to a multitude of audiences and supports a variety of industries. If China wants to maintain its impressive growth, it may have to absorb some of that European charisma, which alongside efficiency accentuates also individualism. Now, the Belt and Road Initiative can be key to East-West exchange just as the ancient Silk Route, made famous by the Italian, Marco Polo, had been in the past.
As well as presenting an opportunity to explore the findings of this year’s research in more detail, including the rise of ’brand China’ and the resilience of ‘brand Italy’, the Nation Brands Forum 2017 will offer practical insights on how to manage nation brand value.
Junte -se a nós enquanto discutimos esse tópico fascinante em um momento crítico. Descobertas
| 18:00- 18:30 | Drinks Reception |
The Lounge, Brand Exchange |
| 18:30 - 18:40 | Presentation of Findings |
Alex Haigh, Diretor, Financeiro da marca |
| 18:40 -18: 55 | Marcas nacionais e IDD |
Courtney FinGar, editor -in -Chief, revista IDD || 145 |
| 18:55 - 19:10 | Italy: The Nation Brand |
Stefano Nigro, FDI Department Director, Italian Trade Agency |
| 19:10 - 19:25 | A ascensão da China Inc |
Sir Tom Troubridge, Presidente, China Business Group, PWC |
| 19:25 - 20:00 | Panel Discussion and Q & A |
Moderated by Konrad Jagodzinski, Gerente de comunicações sênior, financiamento da marca |
| 20:00 - 21: 00 | bebidas de networking |
The Lounge, Brand Exchange |
Alex is an all-rounder on all areas of valuation and quantitative market research but is a technical specialist in the assessment on the return on investment of Diferentes opções de arquitetura de marca e posicionamento da marca. Grande parte dessa experiência se concentrou em identificar as estruturas da marca, investimento em mídia, mix de mídia e gerenciamento de canais de distribuição necessários para minimizar o risco e maximizar a oportunidade de qualquer alteração da marca.
His other area of expertise is the use of market research and brand valuation for licensing strategy and transfer pricing having helped to set up brand licensing teams and structures with many clients.
Ele é um contador fretado, consultor tributário e concluiu o diploma antecipado em impostos internacionais, com uma especialização em preços de transferência. Ele possui um diploma duplo em Economia e Política Ambiental pela London School of Economics e concluiu o treinamento em análise de dados e estratégia de marketing. Ele trabalhou internacionalmente em todos os continentes e na maioria dos setores e agora gerencia as equipes da Brand Finance e o trabalho de clientes na Ásia e na Australásia. Experiência. Ela apareceu na televisão e no rádio em dezenas de países como comentarista e foi chamada duas vezes para dar provas ao Parlamento do Reino Unido sobre investimento interno. Consultoria boutique Aconselhando os governos sobre promoção de investimentos, marketing de localização e criação de conteúdo e clientes do setor privado sobre comunicações estratégicas e relações de mídia. Ela também atua como consultora sênior da Associação Mundial de Agências de Promoção de Investimentos e é membro do Conselho Consultivo da Câmara Global. Anteriormente, ela serviu como editora-chefe de
Courtney Fingar is a leading expert on foreign direct investment (FDI) and a business editor with more than 20 years of media experience.
She has covered business stories in all major regions of the world and has been on assignment to more than 80 countries, interviewing heads of state and government ministers as well as business leaders. She has appeared on television and radio in dozens of countries as a commentator and has twice been called to give evidence to the UK Parliament about inward investment.
An in-demand moderator, master of ceremonies and keynote speaker, Ms Fingar has participated in hundreds of business events globally and advises event organisers on content and strategy.
In early 2023, she set up Fingar Direct Investment, a boutique consultancy advising governments on investment promotion, location marketing and content creation and private-sector clients on strategic communications and media relations. She also serves as senior advisor for the World Association of Investment Promotion Agencies, and is a member of the advisory board of the Global Chamber. She previously served as the editor-in-chief of Monitor de investimento, uma publicação digital focada no investimento transfronteiriço e antes que passou 15 anos com aFinancial Times where she ran the group’s specialist FDI publication.
Ms Fingar has a BA in journalism from the University of Alabama in the United States and an MSc in International and European Politics from the University of Edinburgh in Scotland.
Sir Tom is Chairman of the China Business Group (CBG) for the PwC UK firm. He is also a Vice Chairman (and Chairman of the audit committee) of the China-Britain Business Council (CBBC), a 60-year old trade body partly funded by the UK government, which helps UK companies set up business in China. CBG is the Group responsible for looking after PwC’s Chinese clients based in the UK and relationships with other stakeholders such as the Chinese Embassy in London, the Department of International Trade and trade associations connected with China. He visits China two to three times a year for either PwC or CBBC, most recently attending President Xi’s Belt and Road Forum in Beijing in mid May 2017.
Stefano is the newly appointed Director of the Foreign Direct Investment Department at the Italian Trade Agency (ITA). ITA acts on behalf of the Italian Government to promote FDI to Italy and to support foreign investors. He has 10 years of experience in investment promotion. Before joining ITA, he was the Head of the Investment Promotion Department in the Lombardy Region, the main business area in Italy, accounting for 20% of the Italian GDP and hosting more than 60% of foreign companies in the country. He was previously involved in strategic and operational consultancy. He holds an M.Sc. in Economics from Warwick University.
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.
Antes de seguir em frente a crescer a prática de marca, Konrad foi o diretor de comunicações de financiamento e diretor administrativo da agência de relações públicas da Brand Finance - diálogo da marca por 5 anos. Ele tem um histórico comprovado na execução de estratégias de comunicação integradas, tendo sido responsável por publicar quase 100 relatórios do setor e do país sobre as marcas mais valiosas do mundo anualmente. Ele estudou estudos europeus mestrado no King's College London e na Universidade Humboldt em Berlim, e relações internacionais com ciências políticas BA na Universidade de Birmingham.
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.