By Simon Anholt
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Additional resources for Competitive Identity: The New Brand Management for Nations, Cities and Regions
When, on the other hand, it becomes implicit in the way the country is run – almost, as it were, a style of policy making rather than a method in its own right – it can speed up change in the most dramatic way. Competitive Identity is, you might say, the art of playing chess with reality against perception. The government has a number of pieces at its disposal for achieving national goals (some powerful, some less so), and most governments are pretty good at planning their moves and playing the market.
9 The currently depressed popularity of American culture, policies, products and services will create a vacuum in the global marketplace for clearly positioned and consistently presented places to build real competitive advantage. The list could continue for page after page. The common driver of all these changes is globalization: a series of regional marketplaces (and by marketplaces I mean not just markets for products or funds, but for ideas, for influence, for culture, for reputation, for trust and for attention) which is rapidly fusing into a single, global community.
This approach assumes a country does not own its own brand and calculates how much it would need to pay to license it from a third party. The present value of that stream of hypothetical brand contribution payments represents the value of the brand.
Competitive Identity: The New Brand Management for Nations, Cities and Regions by Simon Anholt