ABOUT GLOBAL NATION BRANDING
The Global Nation Branding Masterclass will examine global best practice in managing and building competitive identity in this changing world. Globalisation and the media revolution have made every nation state around the world more aware of its brand - increasingly the smaller nation states are enjoying the greatest success in building trade, inward investment and tourism through successful nation branding strategies. Simon Anholt will provide a detailed analysis of the complex nation brand global landscape and draw lessons from recent changes on the Nation Brands Index™ to identify which countries are successfully employing nation strategies that are creating real competitive advantage.
Led by Simon Anholt, the leading expert on managing and measuring national identity and reputation. Simon advises governments around the world, as well as organisations including the United Nations, The World Economic Forum and the World Bank.
IN ASSOCIATION WITH
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| Thank you to all who attended this fantastic event. | |
| DATE | Thursday 12 November 2009 |
| CONTACT |
Clare Dewhirst for further details |
| DELEGATE FEEDBACK | |
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"I listened to Simon like I haven’t listened to anyone for a long time. Most interesting." - John Bell, Hills Balfour Synergy, Global 2009 |
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"Very useful, very interesting, case studies are extraordinary." - Jelena Popovic, National Tourism Organisation of Montenegro, Global 2009 |
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"One of the most interesting and captivating sessions I have ever attended." - Emily Foster, Orchestra, Global 2009 |
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"Very interesting and gave a great insight into the consumer's mindset." - Sandra Ishmael, Netherlands Board of Tourism, Global 2009 |
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| GUEST SPEAKERS | |
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Dileep Mudadeniya, Managing Director, Sri Lanka Tourism Promotion Bureau |
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Daniel Ritterband, Director of Marketing, Office of the Mayor of London, GLA |
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John Bell, Freelancer, Hill Balfour Synergy |
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Brigita Stroda, Director, Latvian Tourism Bureau |
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Lord Tim Bell, Chairman, Chime Communications
08:30 Delegate registration
09:00 WELCOME
Tanya Beckett, Presenter, World Business Report, BBC World News
09:15 OPENING KEYNOTE ADDRESS
Lord Tim Bell, Chairman, Chime Communications
Lord Bell will share his experiences of advising world leaders and governments around the world on the management of their reputations.
09:45 UNDERSTANDING NATIONAL IMAGE
Simon Anholt
What is a national image? Simon will explain the basics of place branding and the links between perception and reality. Why is this important? How does a good image enhance competitiveness, and how does a weak or negative reputation block or reverse development? What makes perceptions change? Simon will end this first presentation by revealing the realities of altering a national image; when it happens, and why – employing many real-life examples from the last four centuries.
10:50 Refreshments
11:20 MEASURING NATIONAL IMAGE
Simon Anholt
Explaining the “Anholt Nation Brands Index”: a look at how national images are measured and analysed – with data trends since 2005. Which countries are rising and falling, and why? What do the winners have in common? Simon will reveal the qualities and assets that people admire in other countries.
12:30 Lunch
14:00 AFTERNOON KEYNOTE
Dileep Mudadeniya, Managing Director, Sri Lanka Tourism Promotion Board
Dileep will discuss the strategy behind the Sri Lanka "small miracle" campaign and discuss the particular issues that Sri Lanka faces.
14:30 INFLUENCING NATIONAL IMAGE
Simon Anholt
Simon will now move onto Competitive Identity and will provide the framework for an approach to understanding, measuring and influencing the images and reputations of places. What is involved in building a national strategy? How does a country go about creating the teams, institutions, policies and conditions that equip countries to compete more effectively in the ‘age of reputation’. How can stakeholders be aligned? What structures are required for creating effective collaboration between tourism, foreign policy, culture, foreign investment, exports, civil society, education and sport?
15:30 Refreshments
16:00 PANEL DISCUSSION
Progressive thought leaders will discuss the lessons of the day and their own experience of implementing nation branding strategies. Participants will include:
Dileep Mudadeniya, Managing Director, Sri Lanka Tourism Promotion Board
Daniel Ritterband, Director of Marketing, Office of the Mayor of London, GLA
John Bell, Freelancer, Hills Balfour Synergy
Brigita Stroda, Director, Latvian Tourism Bureau
17:00 CLOSE