A unique company in Nation Branding
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Nation branding is one of the most direct, solid, social and cohesive ways to ensure progress for emerging countries: for those that have to resurrect themselves as nations, for those that have been released at last from conflicts that had prevented them from moving forward and also for those with newly available social and economic opportunities to foster their progress.
Our exceptional professional expertise has made us specialists endowed with great determination and enthusiasm in this new discipline of Strategic Communications: one which sets out to create and transmit a country as a brand in her own right with the aim of generating the country’s identity and attracting social and economic interest in her.
This is a new discipline that faces a global world, a world of new challenges and, undoubtedly, of new opportunities. GRANTA CONSULTING is also an innovative and brave venture in the world of Nation Branding. It is a company focused on those emerging countries that are seeking a unique path to development. Moreover, it is a company that is convinced of the huge potential that sports, cultural interaction and the solidifying strength of training and education hold as the real levers for such progress.
The space or position a country enjoys regarding International Public Opinion is a key factor in its progress and development. Each country already has a place in the International Collective mind: a place created and shaped by her history, culture, geography and her own and other countries’ deeds.
But it is clear that a country must decide strategically and independently what place she wishes to assume amid International Public Opinion, and then design a Strategic Plan for rigorous execution.
Although this positioning has been achieved over the years by means of open and direct courses of action in most cases, such as opting for advertising campaigns to attract tourism and investments, the current concept of Nation Branding seeks alternative and more sustainable ways to give a country a positive place within the domain of Public Opinion.
Nation Branding involves complex methods in its planning. These methods adhere to a strategic picture designed by the nation’s government in direct collaboration with all the National Brand Stakeholders – economic, social, sports-related and cultural actors. Outmoded methods of planning the image and reputation of a country through conventional or simplistic advertising to draw tourism or investments lack a strategy and so are unsustainable in the long-term.
A Strategic Plan of Nation Branding must take into account all social, economic, sports-related and cultural aspects of the country when the former is conceived and executed. A country must observe herself from a global perspective when deciding what is the international image she wants to have in the global arena, where she must find her own and unique space.
Every single country is forever communicating, be it in an orchestrated or spontaneous manner. Any national element – such as the population, companies, sportsmen, artists…collectively transmit signals that shape the reputation of a country in the international collective mind.
We might suppose that a lack of image in the international context is a handicap for a country. (Every single country wants to be recognised internationally)... But, in today’s globalized world of instant communications, be they on a personal or global level, the absence of an international image should be perceived as a golden opportunity, rather than as a disadvantage.
Why do we see countries that communicate their strengths automatically, countries that everyone immediately associates with clear concepts and substance? For example why is Spain synonymous with passionate living, open and vibrant people? Furthermore, why is it a template of progress for many other nations?
A lot of countries perceived the need to create and manage their own image many years ago, and they designed a strategy, which they learnt how to execute rigorously. Strategy and execution. These are the two core values necessary for designing a Nation Brand.
Why have a Nation Brand? And, moreover … Why be a brand? A country is created by her people. The desire to be acknowledged is a human desire. Our pride at being known, recognized and admired is fundamental to our nature.
In the case of a country, being a brand - being someone in an international context - will bring her benefits through tourist, economic and commercial flows. It will engender progress.
Furthermore, Nation Branding offers any country the opportunity to be a player in an international context, as it has no direct relation to a nation’s GDP or the productivity of its inhabitants. Rather it is directly connected to a strategic plan and its execution.
It is clear that all countries need an international image and reputation. Countries need to create and possess their own brand. What is more: countries must be brands in themselves.
This is how our company, GRANTA, an experienced team in Strategic Communications and Public Diplomacy, understands the issue. This modern and innovative team has in the mere space of a few months attracted the interest of local and national governments.
Today’s concept of Nation Branding makes this new discipline an authentic tool for the development and progress of a country. Nation Branding comprises the strategic actions planned and executed by a country using official, public and private means to create and communicate its own image and attract general international interest by way of tourism, investments and positive regard. Nation Branding must generate a solid, believable image of the country, consistent with reality and sustainable over time.
Our specialized professionals that constitute GRANTA´s team have developed their wide expertise in different areas of the discipline. Today, GRANTA has assembled a unique team and a concept of Nation Branding which stem from a country which is an excellent example of this discipline’s current development. Spain undoubtedly offers a unique example of a Strategic Plan and its exemplary execution. The evolution of the image and reputation of Spain amid International Public Opinion demonstrates this.
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