A brand is a storehouse of trust that matters more and more as choices multiply.
Chado Investment Promotion Agency has always applied this marketing insight to its Image Building core function. Our job is to transform the hosting country into a trustworthy and resonant brand among investment destinations.
The image building of a country is nothing less than creating the objective of the Investment promotion, whose goal is to improve and sell the country’s image within the investment community as well as build an attractive household for future a prospective investment.
Image Building is critical for countries which are new to the attraction of the FDIs exercise and especially for countries which have experiencing political and/or economic issues or that may be size wise too small and therefore received little or no international media coverage.
The image of the country can be perceived as the image, the reputation, the stereotype according to which the businessmen and consumers attach to the products of a specific country. How a country is perceived, at once of the country and abroad, the quality of its goods and services to the attractiveness its culture and tourism, investment opportunities and ease of creation entrepreneurship policy, economic policies and foreign policy, can be shaped under a brand.
The branding process strengthens democracy and helps both internal and external development successful integration into the global community. It is important that countries use the marketing and advertising tools of modern societies to achieve their main economic and political agendas. Progressive improvement of the image of a particular country goods and services, economic entities and manufacturers, and countries as a whole, can build and strengthen its competitiveness and attractiveness.
The concept of branding has traditionally been associated with businesses and their products and services, whether in the consumer market or in B2B markets.
Today this concept is also used to shape the image of a country:
Governments are responsible for the economic and political development of their countries. National development cannot be in isolation from the international community, while markets and policies in the international arena. The complex of these elements and political, economic, the legal and cultural environment all contribute to the identity and image of a nation.
Generally, each country is already a brand: it already exists in the minds of others an entity with positive and negative attributes. On the basis of these perceptions, other countries and individuals will interact with it, either by contributing to its development or by hindering it. This raises a question for any country wishing to raise its profile in the world and increase the key development factors: trade, investment and tourism.
Effective brand management and competition at all levels is a very important issue for many countries. It has been almost universally recognized that the promotion of tourism by the government good idea that brings great results for the money invested and the positive image of the country created. The tourism industry generates jobs like no other, and its development generally leads the advancement of the economy in all areas, from infrastructure to education and related industries of construction and services.
To facilitate this development, governments have put in place of tourism ministries or agencies and allocate budgets for the promotion of national tourism.
However, tourism is only one of the areas that every country needs to develop and only one of the sectors that can benefit from the brand image of the country.
After all, a country with a fine beach may not be as easy or safe to invest if the relevant legislation is not place and the rule of law firmly established or the economic development trend is not clearly declared.
How is a country perceived, both at home and abroad, about the quality of its goods and services, the attractiveness of its culture and its tourism and investment opportunities, policies, economic policies and foreign policies can be shaped.
The branding process strengthens democracy and helps both internal and external development successful integration into the global community at all levels.
Economically, a qualitative and quantitative indicator of the economy capabilities and competitiveness create an image conducive to close business ties. This can facilitate trade concessions and incentives as well as larger investment flows. These in stimulate the national economy, create jobs and increase wealth, with increased taxes.
While the world demands greater corporate responsibility, it the fact for governments. Terms such as transparency, accountability and good citizenship more and more are being applied to government institutions as well as private companies. A lot of companies have used friendly labels to polish their images, and governments will have to do the same to protect and develop the goodwill of others. The image of a government at the international level affects its economy and inversely.
Similarly, the country's brand image should be developed in the widest context, helping to shape national identity at home and abroad. The use by the state of the mark of its history, its geography and its ethnic motives to build its own distinct image is a benign campaign that does not have the deep and often antagonistic meaning of national identity and uniqueness that can accompany nationalism. Smart states build their brands around reputations and attitudes in the same way as smart companies.