national and public sector branding: strategic
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WWW.SBS.OXFORD.EDU EDUCATING LEADERS FOR 800 YEARS
National and Public Sector Branding:
Strategic Opportunities for Branding
Malaysia and the Public Service
Dr. Paul Temporal, February 2013
©Paul Temporal 2013
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Agenda
• What is branding?
• Types of nation/public sector branding
• Why does the public sector (or a nation) need branding?
• The power and rewards of branding for countries and the
public sector
• The ‘Nation Brand Effect’
• Challenges in Nation and public sector branding
• Brand architecture and intra-brand competition
• Building a strong public sector/nation brand
• Brand management
©Paul Temporal 2012
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So What Is Branding?
• Branding is much more ….service delivery,
relationships, consumer emotional
associations, good experiences, and positive
perceptions in every possible dimension
• Relationships between buyers and sellers
• Branding is concerned largely with intangible
associations that consumers think and feel
about those items
• Emotional associations are critical to power
branding, especially Trust
©Paul Temporal 2013
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An Investment not a Cost
•As in the corporate world, the branding of nations is now
an imperative
•Image power means economic power
•The cost of not building a brand, or managing brand
image, will be relatively detrimental in the long term
©Paul Temporal 2013
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Country-of-Origin and Brand
Preference
• Attributes of a Nation brand influence the “country of origin” (C-
O-O) effect
• Nations with strong association to certain attributes influence the
image of brands associated with the nations.
• Examples:
– French wines: Positive perception because France is
renowned for their competency in producing quality wine
– German cars: for their reliability and quality based on the
technical and precision engineering competency associated
with Germans.
Nation branding
C-O-O
Brand Image
©Paul Temporal 2013
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Nation Brand Strategy
Exporting Products
& Services
Attracting
Investments
Representing
Culture
Promoting
Tourism
Public Sector & Nation Branding
5 Main Aims
Retaining and
attracting Talent
©Paul Temporal 2013
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Why Does The Public Sector Need Branding?
• The need to differentiate in the face of increasing
competition
• A dawning recognition that a nation’s image is made up of
‘perceived value’, and that value can consist of intangible as
well as tangible elements
• Brands are strategic assets and can bring both power and
financial rewards
• The need to manage perceptions and control their image in
order to manage particular issues of national concern
©Paul Temporal 2013
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Why Does The Public Service Need Branding?
• The Public Service is often in
the ‘front line’ in dealing with
India’s ‘customers’.
• Investors, businesses and
visitors often judge a nation
by the efficiency of its Public
Service.
• A highly efficient Public
Service can be a Brand Vector
for national identity and
image.
• Policies and public diplomacy
influence a country’s image
more than trade promotions
and industry, although all are
important.
Nation Brand image
Private Sector
Brand images Public Service
Brand image
©Paul Temporal 2013
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Types of Public Sector
Branding
Multi-National
Branding
Nation Branding
Industry & Tourism
Branding Government-
Linked
Corporations
Branding
Government
Ministry, Stat
Boards &
Dept
Branding
Non-profit
Organizations
Types of Public Sector Branding
©Paul Temporal 2013
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Power & Rewards of Branding for Countries
•Currency stability
•Restoration of international credibility and investor confidence
•Reversing international ratings downgrades
•Attraction of global capital
•Greater international political influence
• Increase in the growth of branded exported products and services
• Increases in inbound tourism and foreign direct investment
•Development of stronger international partnerships….. Enhancement of
nation building (confidence, pride, harmony, ambition, national resolve)
•Attraction and retention of talent – the human resource and global
knowledge
•Greater access to global markets
•An improvement in the ability to win against regional and global business
competitors, and defend their own markets
•And more
©Paul Temporal 2013
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Some Challenges In Public Sector Branding
•Public Sector branding is complex in nature
•Within countries there exists a great deal of internal competition, as
different institutions, government-related organizations and
Ministries/ Departments compete for funding, public support, and
talent
•Competitive influences also exist via the private sector
•Difficulty in getting ‘inclusiveness’ – buy-in from all interest groups
and people
©Paul Temporal 2013
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The Strong Nation Brand Effect Cycle
Essence, & Core
Values generate
National Brand Identity
Nation Brand Effect
(NBE) on
Organisations
Brand Success
(esp. globally)
Reinforcement Of Ingredients
(People, Culture, Historic, Circumstantial)
that generate Brand Essence
and core values
©Paul Temporal 2013
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No defined Essence &
core value-based Nation
Brand Identity
Does not generate the
Nation Brand Effect
Which does not reinforce
Internal Nation Brand
Culture
(The Country or Its Companies)
Does not reinforce the
process of Brand
building
Weak National Brand
The Weak Nation Brand Effect Cycle
©Paul Temporal 2013
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The Need to Improve Image
•Canada – seen mainly as a holiday and education destination,
wants to be seen as a hi-technology & top food producer
•Korea – disappointed with its brand image and value
compared to Japan and other countries – concerned also
about corporate brands and the Korean image
•Singapore – has to support key industries to overcome size
and cost disadvantages
•Malaysia? Positive or negative NBE?
©Paul Temporal 2013
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Industry Brand Image Building
Faced with national brand image difficulties, countries are
branding key industries to bridge the gap and drive
forward their nation brand, e.g.
Canada - Food & Agriculture
Singapore – ICT
Korea – Technology
©Paul Temporal 2013
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Brand Architecture
Brand Vision & Values
Architecture
Brand Management
(Behaviour &
Communications)
Brand Positioning
©Paul Temporal 2013
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What is Brand Architecture?
•Its like a family tree or organisation chart for brands – defines how a
master brand and sub- or product brands link together
•Brings consistency and structure for brand management,
communications and extensions
•Avoids intra-brand competition; can strengthen Master brand
©Paul Temporal 2013
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Product Brands
(Departments, Stat. Boards,
Places, Destinations,
Attractions)
Sub-brands
(Public Service, Industries,
Ministries, etc)
Master Brand
(Nation)
Disciplined National Brand Architecture
©Paul Temporal 2013
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Addressing Intra-brand Competition
• At present, many countries do not have an integrated
brand strategy, that can produce consistent messages
and a win-win situation for all members
• Sub-brands often too busy sending out their own
messages
• A structure is needed to manage the national (and public
service) brands
©Paul Temporal 2013
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Brand Vision
Brand Vision & Values
Architecture
Brand Management
(Behaviour &
Communications)
Brand Positioning
©Paul Temporal 2013
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What Is A Brand Vision?
•A brand vision defines what your brand stands for
emotionally in the minds of your consumers
•It is high level, and broad enough to carry the brand
anywhere it wants to go
©Paul Temporal 2013
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What Do Nation Brands Stand For?
•National messages are often tourism led
e.g. Thailand, Singapore, Malaysia
•Some nations are now trying to articulate more widely
what they stand for
e.g. Hong Kong, New Zealand, Switzerland
©Paul Temporal 2013
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Brand Values (and Personality)
Brand Vision & Values
Architecture
Brand Management
(Behaviour &
Communications)
Brand Positioning
©Paul Temporal 2013
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BRAND IDENTITY AND IMAGE
BRAND
PERSONALITY
BUILDING THE BRAND PLATFORM
STRATEGIC
POSITIONING
Creating the Brand Platform:
©Paul Temporal 2013
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Brand Identity vs Brand Image
•Brand Identity – who you think you are and how you
want to be seen
•Brand Image – what people think of you (can be fact or
fiction), and how they see you
•The difference = perception gap
•All perception gaps must be closed to get power brand
status
©Paul Temporal 2013
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Brand Positioning
Brand Vision & Values
Architecture
Brand Management
(Behaviour &
Communications)
Brand Positioning
©Paul Temporal 2013
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Brand Positioning
•Positioning is concerned with differentiating a brand
from others in the minds of consumers
•It depends on perceptions, which can be fact or fiction
•Positioning helps to answer two key questions:
Why are you different?
Why are you better?
©Paul Temporal 2013
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A Positioning Template
Brand X
is better than
Competitive Set
for
Target Market
because
Strategic competitive advantage
with the result that
Key proposition (emotional benefits for consumers)
©Paul Temporal 2013
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Elements Of Implementation
Brand
Strategy
Implementation
Brand
Communication Brand Engagement
Brand
Management
©Paul Temporal 2013
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Brand Management
Brand Vision & Values
Architecture
Brand Management
Brand Positioning
©Paul Temporal 2013
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What Is Brand Management?
• A process that tries to take control over everything a
brand does and says, and the way in which it is
perceived
• Manages every touch point the consumer has with the
brand
©Paul Temporal 2013
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Attractions,
Culture,
Heritage Infrastructure,
Facilities Public Service/ Private Sector Alignment
“Value” Added,
Efficiency & Quality
Perception
Policies & Public
Diplomacy
Political &
Economic
Stability
Speed, Flexibility &
Innovation
Capability
Government Pro-
business Attitude “National
Spirit” –
Friendliness,
etc.
Employee
Engagement,
Intra-brand
Alignment
Focused, targeted,
consistent
communications
Strategic
Alliances Brand Ambassadors
Managing
National Brand
Strategy &
image
Nation Brand Management Wheel
©Paul Temporal 2013
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Summary
•Public sector and nation branding programmes are on the increase
•The benefits are now very clear and seen as important by
governments
•Malaysia needs to consider how these concepts fit with its Vision,
and what needs to be done – at national, public service and industry
level
•There are some pitfalls to avoid………
©Paul Temporal 2013
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Pitfalls In Public Sector & National Branding
•Failure to have a sustainable differentiation strategy, based on a
clear vision and values
•Campaigns, campaigns, campaigns! Consistency v. change
•Too much intra-brand competition
•Failure to control the brand, manage it from top down, not bottom up
(lack of structure)
•Political Instability
•Inefficiencies in the public sector
•Poor public diplomacy and policies
©Paul Temporal 2013
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