Nation Brands of the 21st Century

Simon Anholt

Argues that associations with an appropriate country of origin can add considerably to the equity of a global brand.

Nation Brands of the 21st century

Simon Anholt

The idea that countries behave rather like brands is by now fairly familiar to most marketers, and to many economists and politicians too. Originally a recondite academic curiosity, the notion is gaining broader acceptance, and its value as a metaphor for how countries can position themselves in the global marketplace in order to boost exports, inward investment and tourism is pretty well understood. International marketers, too, are at last beginning to understand just how much equity can be added to their brands through the judicious leveraging of their real or perceived country...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands