ABOUT THE MIDDLE EAST AND NATION BRANDING
As global recession hits even the oil rich nations of the Middle East, this Nation Branding Masterclass will examine how the nation brands are faring and suggest strategies for the future. The nation brand is a clear and simple measure of a country’s “licence to trade” in the global marketplace – the acceptability of its people, hospitality, culture, policies, products and services to the rest of the world. Much more than a destination marketing exercise – nation branding allows governments to better manage investment, tourism, trade and talent. Simon Anholt will lead a day of analysis and debate for the Middle East region.
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.
If you were a delegate who attended this Masterclass, please CLICK HERE to access presentations from the day.
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| Thank you to all who attended this fantastic event. | |
| DATE | Thursday 10 December 2009 |
| CONTACT |
Clare Dewhirst for further details |
| DELEGATE FEEDBACK | |
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"A most interesting and rich day of content. Great style of presentation, I could have listened for much longer." - Nameer Kanderian, Atom Brand, Dubai 2009 |
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"Amazingly interesting and I feel privileged to have been a part of the event." - Anna Heuchenne Bauge, TTG MENA, Dubai 2009 |
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"Very interesting information...excellent speaker who is back by a wealth of statistics and experience." - Ousma Ghannoum, Aldar Properties PJSC, Dubai 2009 |
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"Very insightful" - Loret Wessels, Omnicom Media Group, Dubai 2009 |
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| GUEST SPEAKERS | |
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Mona Al Marri, CEO, Brand Dubai |
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Rawan Darwish, Senior Client Manager, Landor Associates |
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Robert Govers, Adjunct Associate Professor, University of Leuven, Belgium |
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09:00 WELCOME
Nima Abu Wardeh, Presenter, Middle East Business Report, BBC World News
09:15 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.
10:30 Refreshments
11:00 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.
12:15 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?
14:45 Refreshments
15:15 NATIONAL IMAGE & THE MIDDLE EAST
Simon Anholt
Much of the capital – reputational as much as economic – which flowed into the Middle East during the past decade seems to be flowing back out again. Now that the pace of development has slowed, what is the future for the nation “brands” of the Middle East? Will they slip back into the uncomfortable stereotype of closed, selfish, regressive societies, or will they find a way to re-start the growth of their economies and their reputations? Many Middle Eastern governments have sought answers in the new field of nation “branding”, perhaps expecting to find quick solutions in the direct manipulation of their national images. But countries are always judged by what they do, not by what they say.
15:45 PERSPECTIVES ON DUBAI
Robert Govers, Adjunct Associate Professor, University of Leuven, Belgium
In their book “Place Branding: Glocal, virtual and physical identities constructed, imagined and experienced”, Robert Govers and Frank Go report extensively on their research on case Dubai. In this presentation Robert will share some of the main insights and conclusions, as well as how this case study can offer interesting learnings for the wider middle eastern region.
16:15 PANEL DISCUSSION
Progressive thought leaders will discuss the lessons of the day and their own experience of implementing nation branding strategies. Participants will include:
Mona Al Marri, CEO, Brand Dubai Office
Rawan Darwish, Senior Client Manager, Landor Associates
16:45 CLOSE