2017国家品牌报告（英文版）.pdf

Nation Brands2017The annual report on the worlds most valuable nation brandsOctober 2017Brand Finance Nation Brands October 2017 3.Brand Finance Nation Brands October 20172.Foreword 3Expert Insights: Attracting Green Field Investment 4Expert Insights: Nation Brand Strength and M&A 5Expert Insights: Opportunities for Asian Products 6Expert Insights: Nations as Tourism Brands 7Executive Summary 8Expert Insights: Brand Power Matches FDI Power 13Brand Finance Network Comments 14 Full Results 16Methodology 18Our Approach 20Our Clients 20Expert Insights: National Quality Marks 21About Brand Finance 22Contact Details 22The effect of a countrys national image on the brands based there and the economy as a whole is now widely acknowledged. In a global marketplace, it is one of the most important assets of any state, encouraging inward investment, adding value to exports, and attracting tourists and skilled migrants. The Brand Finance Nation Brands report shows the benefits that a strong nation brand can confer, but also the economic damage that can be wrought by global events and poor nation brand management. The most important trend to emerge in this years study is the gradual shift of the global centre of gravity from West to East. Asia is on the march, while established Euro-Atlantic nation brands stagnate. Particularly striking is the rise of China, which is narrowing the value gap with the United States at breakneck speed. The beginning of the 21st century has witnessed the rise of China as an economic and political power. The country has become the worlds largest manufacturer and exporter, and the largest economy by purchasing power. Chinas economic growth has in turn bolstered its political standing. With the leaders of the United States and Europe pursuing inward-looking agendas, China is seizing the moment to take on a global leadership role it has aspired to for a long time. However, in an increasingly multipolar world, Asia is not the only challenger of Western dominance. Many African and Latin American nation brands, although starting from a lower base, have made considerable gains, hinting to where the global balance of power is heading in the years to come. Nevertheless, not all of Europe is vegetating as those nation brands that many considered unable of making a full recovery, after the troubles that had plagued them since the Great Recession and the Eurozone Crisis, are now growing at double-digit rates. This is equally true of Southern European nations as of Ireland and Iceland the fastest-growing nation brand of 2017.In this time marked by change, it is more important than ever that governments, trade bodies, and businesses take steps to ensure that their nation brand is strategically appropriate and well-managed.The team and I hope you enjoy this report and look forward to speaking to you soon.ForewordDavid HaighCEOBrand Finance plcContentsBrand Finance Nation Brands October 2017 5.Brand Finance Nation Brands October 20174.Nation branding applies widely used marketing concepts to countries in the interest of enhancing their reputation principally among institutional investors - and why not? Corporate marketing has created immense value through brands, based on a clear understanding of certain consumption patterns and how brands meet them. Much like consumers, investors are predictable, and nation brand managers need to study their needs. Central to positioning a nation brand is a clear understanding of what drives investor decision-making. Having had the opportunity in the past to help define brand strategy for the investor relations arm of the Mexico country brand, what was critical to success in that project was an understanding of what is most important to investors, and what drives their motivation to select one nation over another. The results of ad-hoc research that was commissioned made it abundantly clear that the first and foremost reason for selecting a country to invest in, was political and economic stability. In fact, confidence and understanding of Mexicos political and economic conditions, were of critical importance, and came before any other choice driver was even considered. Almost of equal importance to stability, were geographic location and market size. Mexicos physical proximity to the United States was a no-brainer, and when the size of the countrys population was added to the mix (130 million), a strong attraction to considering an investment decision was evident. Third came the availability of skilled labour, and last but not least, the ease of doing business factor. Communicating the facts was in this case central to the strategy of attracting foreign direct investment. There exists a popular adage in the advertising world that states: “Nothing kills a bad product faster than good advertising”. By using fact-based marketing, related to the ease and speed of doing business, Mexico literally put their money where their mouth was. Brand Mexicos messaging was developed around the idea of how long it takes to start a business in the country. As a matter of fact, in Mexico it is 9 days, compared to 33 in China, and 119 in Brazil. Focusing on measurement and collecting the right data going forward is a competitive advantage in itself, and knowing what not to measure can be as important as understanding what should be measured. Certainly the closer a metric is to income or in this case, investment the more seriously it will be taken by management. For instance: How many leads do we need in order to hit our investment targets? What is the average deal size? Are we retaining our investors?As nations compete for investment, nation branding becomes a more recognised and a more familiar concept, and in this process, it is important to note that the principles and basics for nation branding are not too distant from those applied to traditional brands.Attracting Green Field InvestmentLaurence NewellManaging DirectorBrand Finance MexicoWhen looking to invest in a country unless you literally spot a gold mine there is always going to be another choice. Deciding between such options involves both financial and emotional arguments and it is where nation brands come into play.The value-based rationale is obvious. Technically speaking, the brand valuation methodology employs various risk rates, the same rates used by potential investors when assessing the target country. However, perceptions are equally powerful, and it was often demonstrated that investment and B2B decisions are far from being exclusively rational. On the ground, the diversity of Europe offers many cases illustrating the correlation between the strength of the nation brand and the flow of M&A.For instance, since the Brexit referendum, the pound has depreciated, making British brands attractive targets for foreign companies. If not for a strong Brand Britain, the countrys corporate brands would either be sold at less-than-competitive prices or for nothing at all, unable to attract investors. For private brands, this is a casebook argument for the importance of measurement and valuation when managing a brand and proofing it for turbulent times like those brought about by Brexit.But stars in the European constellation do not all shine with the same light. For instance, Brand Romania, Brand Slovakia, Brand Bulgaria in the east of the continent, are much weaker than their western neighbours and with a long way to go before they could shoulder moments of economic distress. This was and is reflected also in the M&A flow over the past decades.After the year 1989, with the former communist block stepping into capitalism, the mixed privatisation record produced some notable results see VW Groups acquisition of Skoda in the Czech Republic or Renaults takeover of Dacia. Dacia is a successful, recognisable Romanian brand which flourishes under foreign ownership whilst retaining its importance for the home economy, and it is now the most valuable brand in Romania. However, once the gold rush was over, it was back to business as usual, and after the Great Recession, the M&A flow picked up much slower in Central and Eastern Europe compared to the West even though the former showed resilient GDP growth rates.The moral of the story is that the economic and political tribulations will not end today. The M&A will continue to flow according to a mix of rational and emotional criteria, and as such, a value-based mindset would work best for both nation and corporate brands. It is worth bearing in mind, therefore, that managing the nation brand is less about national pride and more about the economic uplift a strong nation brand could bring and maintain for its country.Nation Brand Strength and M&AMihai BogdanManaging DirectorBrand Finance RomaniaBrand Finance Nation Brands October 2017 7.Brand Finance Nation Brands October 20176.By virtue of a countrys bio diversity, climate conditions, heritage and culture, many unique commodities and products are made available that generate appeal among customers in other countries. Whilst these are often traded, there is an opportunity for greater value creation by protecting their source of origin, so that similar products from another region cannot unfairly exploit the reputation that has been amassed.Every nation in the world has such valuable intangible assets. These exported products add to the perceptions around a nation brand. However, a lot of work needs to go into protecting, regulating, and managing them in order to create an effective global marketing strategy and extract the hidden value. Ceylon tea is a good example of a country of origin product that has survived for 150 years after it was first exported to the UK. Although it still retains the perception of being a good quality tea, it is now under pressure to use modern marketing and branding techniques to stay relevant in these rapidly changing times. Ceylon cinnamon has been less fortunate, as cheaper and inferior cassia from other Asian countries has impacted its ability to charge a premium. It is only now being recognised in many global markets as a much more superior product in terms of the health benefits it provides. The means of protecting these assets are complex as can be observed on the example of Kobe beef from the Tajima strain of Wagyu cattle, raised in Japans Hyogo Prefecture according to rules set out by the Kobe Beef Marketing and Distribution Promotion Association.Branding strategies centering on the geographical origin of a product are a key basis for differentiating them from commodity products. And the use of such “geographical indication” (GI) can involve a range of unique quality characteristics associated with a particular location. A GI can be a name or a sign used on certain products which corresponds to that specific geographical location (which could be a town, region, or country). The GI tag ensures that none other than those registered as authorised producers (or at least those residing within the geographic territory) are allowed to use the popular product name. As consumers in developed markets increasingly search for new experiences, they are open to experimenting with Asian brands. Significant opportunities are available to export well-known national brands, and a good example is beer. This is a category which uniquely embodies the essence of a country and is therefore perfectly suited to travel across continents. Australias Fosters, Japans Asahi, The Philippines San Miguel have all found acceptance amongst consumers in the West. There are many more opportunities for Asian goods and products which can be taken to global markets through better branding and marketing.Opportunities for Asian ProductsRuchi GunewardeneManaging DirectorBrand Finance Sri LankaNations as Tourism BrandsJeremy SampsonDirectorBrand Finance South AfricaIt was not that long ago that brands and branding were seen as the sole preserve of the FMCG (fast moving consumer goods) brigade. Not anymore. Today, everything is brandable from people to countries. And that means a value can be put on everyone and everything.Tourism is a major potential source of income for all countries, regions, and cities. But competition is intense and so it is essential to ensure all touchpoints of the brand are aligned to provide the best possible experience. One of the unexpected consequences of Brexit, with the fall of the pound against the euro, has been the increase in tourists visiting London. Everyone knows of the numerous attractions, a wide choice of accommodation and restaurants, but pricing can be crucial.A couple of years ago, the London Financial Times in the Travel section of their Weekend edition, ran a headline along the lines of: Would you take your children on holiday to Africa. Perhaps not surprisingly, the letter of outrage I wrote to the editor, and I am sure I was not alone, went unpublished. Just as the world is your oyster, when it comes to travel and holiday options, sadly, there remain parts of the world thought to be best left unvisited, from countries to even cities.Africa is a patchwork quilt of 54 countries, with a plethora of different cultures, currencies, and local languages. This fragmented geography, slowly harmonising, remains an obstacle to both easier trade and tourism. Another issue is the perception that Africa is a long way from everywhere, which is far from the reality. South Africa remains the gateway to the continent, with Johannesburg the hub. An overnight flight from Europe to Johannesburg is 10 - 11 hours, time for a good nights sleep and more time for reading, thinking and catching up on movies, and the time zones are much the same. Cape Town is a further 1000 miles or a two-hour hop to the south-west.As I write this, I have flown from Johannesburg to Cape Town this morning, had a business meeting, and am now flying back, an easy day trip. My shuttle bus driver was enquiring what the hurry was? He reminded me that the whales were frolicking off Hermanus, the desert flowering in season on the west coast, the vines beginning to bud around Stellenbosch. Certainly when it comes to wine tourism there can be few more beautiful places in the world. Whilst in my British Airways in-flight magazine, veteran broadcaster John Simpson muses where he would live if not in Oxford. Natures Valley gets an honorable mention. He could have added the number of visitors popping in for medical procedures, or those simply in search of some sun, And I have not even mentioned the abundant wildlife. Yes lions and elephants, but no tigers that is another continent. Some years ago, Jamaica broke the mould with some stunning advertising. Today, everyone has to fight for a share of the tourism wallet. Remember: its the brand, stupid!Brand Finance Nation Brands October 2017 9.Brand Finance Nation Brands October 20178.Executive SummaryNation BrandsTop 20 Most Valuable Nation Brands