ABOUT ASIA AND NATION BRANDING
What next for the Asian tigers? As global recession hits Asian export markets, how are the nation brands of Asia reorganising? What are the challenges? Which nations will emerge as brand leaders in the post recession world? At this Nation Branding Masterclass, Simon Anholt will provide up-to-date analysis of the performance of Asian nation brands and demonstrate how these connect to trade and profitability – providing the expertise to devise guidelines for immediate and future brand development strategy.
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
PARTNERS
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| Thank you to all who attended this fantastic event. | |
| DATE | Tuesday 20 October 2009 |
| CONTACT |
Clare Dewhirst for further details |
| DELEGATE FEEDBACK | |
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"Simon is an engaging speaker and provided very interesting examples that were thought-provoking." - Marisa Law, Contact Singapore, Asia 2009 |
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"I attend 50+ events per year. This is streets ahead of the rest." - Jason Loe, Ministry of Trade & Industry, Asia 2009 |
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"Simon Anholt was illuminative on a number of factors. His delivery was impeccable and made for easy listening." - Government Representative, Asia 2009 |
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"Excellent delivery by Simon - an interesting and very pragmatic view of what can and can't be done." - Government Representative, Asia 2009 |
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"Simon is a brilliant speaker and an original, great thinker. It was a comprehensive, well-structured, informative, insightful masterclass. Congratulations and thank you!" - Kund Florian, National University of Singapore, Asia 2009 |
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| GUEST SPEAKERS | |
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Kim Faulkner, CEO, Get Singapore |
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Karthik Siva, Founding Chairman, Global Brand Forum |
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Calvin Soh, COO, Publicis Asia |
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08:45 Delegate registration
09:15 WELCOME
Sharanjit Leyl, Presenter and Producer, BBC World News Asia Business Report
09:30 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 enhances competitiveness, and how does a weak or negative reputation can 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.
10:45 Refreshments
11:15 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
13:45 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?
15:00 Refreshments
15:30 NATIONAL IMAGE & ASIA
Simon Anholt
With several Asian nations showing remarkable resilience in the face of the global economic crisis, is reputational power shifting eastwards? Consumers around the world already trust Japanese cars and electronics as much or more than their European equivalents. How long before trust in their governments and populations, and the desire to experience their cultures, learn their languages, and move there to study, to work or to invest reaches equal levels? Do steady improvements in the “brand images” of Asian countries confirm the dawning of an ‘Asian Century’ – or is it just a temporary disenchantment with the values and imagery of the West?
16:30 PANEL DISCUSSION
Our guest panel reflect on the lessons of the day and discuss the issues specific to the region - focusing also on the relationships between nation or place brands and corporate brands. Moderated by our BBC host, Sharanjit Leyl, the panel discussion will give delegates further opportunity to ask questions and join the debate.
Our panellists:
Kim Faulkner, CEO, Get Singapore
Karthik Siva, Founding Chairman, Global Brand Forum
Calvin Soh, COO, Publicis Asia
17:15 CLOSE