THE COUNTRY BRANDING TOOLKIT
Nowadays many platforms are available for a company/organization for communication. The number of tools is so enormous that it is not that easy to choose – especially since the appearance of internet and social media platforms.
Furthermore, this toolkit is expanding rapidly, and even within a few years, completely new set of tools may appear. On the other hand, the resource to be spent on marketing communication is limited, therefore the elements of the media-mix must be considered thoroughly, in order to find the best options in terms of cost versus benefit. To this end, we must understand how these tools can be categorized, and what are the advantages of their application.
WE HAVE ANALYSED 171 COUNTRY LOGOS – HERE ARE THE CATEGORIES
In 40% of country logos, the colours of their national flag appears: either in the focus, in a creative was, or slightly hidden. The second group consists of logos with plants and animals on them. Besides several well-known symbols, presentations with flowers and in support of “green” communication also belong here. And there are eight other, well discernible groups – you can get to know them from our collection.
“EXPLORE YOUR DESTINATION!”
Grouping of country slogans: how to they lure tourists to visit them
The slogan may be the most tangible element (after the logo) in the branding of destinations. It serves its purposes the best if it is able to grab the character, story of the place, differentiates it from its competitors, and first of all, if it inspires tourists to get to know more about the destination, and also to travel to that particular place. This present study attempts to categorize the touristic slogans of countries on the globe, to find the most typical solutions. Overall, the slogan of 170 countries have been examined, ending in 11+1 groups. The study also reveals that it is better to use a medium length slogan in the long run, that to create a new one every year, since this latter makes it quite difficult to build brands consistently. Yet, as we have come to see by analysing the slogan of 32 countries, only 9 of them used the slogan in 2017 which they had already used in 2009, while in 23 cases, it has been replaced. The current relevance of this article is also supported by the fact that the Hungarian Tourism Agency selected Hungary’s new touristic slogan in 2018, therefore it was worth exploring both the suggestions submitted for the tender, and the winning slogan.
SERVING THE FAN IS A “SAINT” CAUSE – THE DIGITAL TRANSFORMATION OF SOUTHAMPTON
With the Premier League becoming a global business, the competition for fans has also started to grow off the stadiums. Southampton aspires to keep the pace with its new digital strategy, in order to enter the global market.
THE WHOLE WORLD HAS BEEN TALKING ABOUT THEM
Here is the latest rank of the most famous sportsmen.
How can you quantify the value of a sportsmen’s fame? The platforms of the digital era and social media may be able to provide an answer for this quite subjective indicator which is hard to define. ESPN published its latest World Fame 100 list by using a simple method. There are not so many surprises in the TOP10, but we may find interesting results amongst the rest.