Is there a case for national branding? can national branding improve export competitiveness? Branding experts, business executives and government officials debated the issue as part of the Executive Forum process.

• Author: Domeisen, Natalie

When looking at strategies to increase national exports, decision-makers typically consider options such as promoting priority sectors, encouraging investment, the role of ICT (information and communication technology), market research and promotion campaigns. Developing a national brand -- and managing it to increase export revenues -- is usually furthest from their thoughts. And yet, though unusual and provocative, few topics in the Executive Forum debates intrigued participants more.

A positive national image is an essential ingredient for export promotion, and also for investment promotion. Should countries invest in national branding as part of the image-building strategy? National branding represents a considerable investment.

National branding consists of developing an image and communicating it, both internally and externally, based on a country's positive values and perceptions that are relevant to export development. The brand concepts, once researched, tested and defined, are then used as the basis of targeted promotional campaigns, when encouraging trade, tourism and inward investments.

Few 'branding' models

Very few countries have successfully launched a national brand. Even developed countries do not find brand management an easy task. Hardly any research has been available on branding initiatives in developing countries. The Journal of Brand Management has documented several cases, and Executive Forum participants contributed research papers and presentations. These are available on the Executive Forum web site (http://www.intracen.org/execforum).

As a result of Executive Forum debates, participants from Ecuador, Ghana, Kyrgyzstan, Malta, Pakistan and other countries are looking closely at national branding in the export strategy process. These participants can also be contacted through the Executive Forum site by searching the network members' database.

Sectors suited to national branding

Tourism, and eco-tourism in particular, are the obvious associations made with national branding. Tourism is a fast-growing business, and developing a national brand can be part of an effective strategy in managing national growth in tourism. One key point to retain regarding tourism and national branding is differentiation. Sun and sand are essentially commodities, noted the experts. In developing a national brand that will support tourism growth, a country's unique architecture, history, art and other cultural forms must be included, if it is to be applied successfully.

National branding can be used successfully for other sectors, or a combination of them, as the case of 'Scotland the Brand' shows. Some 350 member companies from 23 sectors adhere to a common branding...