For Years Brand Canada has been considered one of the top most valuable country brands. It appeals to travellers, businesses, immigrants, and contrary to its southern neighbour it does not conjure up any negative images. It’s nothing new for nations to care about image, but the past 10 -15 years represent a turning point in the methods countries use to manage their reputations. Governments now hire public relations and communications firms and apply brand management theory—formerly the domain of corporate communications departments and business-school seminars. Countries hire firms to help them launch sophisticated branding campaigns aimed at luring foreign investment, facilitating trade, improving private-sector competitiveness, or even securing geopolitical influence. Nations have become far more cognisant of the value of their brand as an asset.
[pmc_quote border_color=”#E04028″] Berlin is a city of change, a city of growth. Everywhere you look, there is something new being built up or reconstructed. It makes me feel inspired and energised, but also strangely disconnected from the city I first got to know in the 1990s the city that back then was still divided into two, or some would claim three distinct parts. David Bowie once said: Berlin, the greatest cultural extravaganza that one could imagine… It makes me think, when I come back here in 10, 20 years, this will be an entirely different city.
Understanding valuation helps countries better understand the investments they make in their image. For instance: To what extent does a catchy slogan help attract foreign investment? We live in a world where countries are trying to become the same in terms of infrastructure and quality of life. However, national objectives, including a universal core agenda to promote trade, investment and travel/tourism, are best achieved through differentiation.
It is a somewhat new way of looking at a country, but every nation is a brand. That is, it has an image in the minds of people living elsewhere, at least those people who are aware of its existence. Some countries are known for good things, some for bad, and some are largely unknown. Tourism promotion has traditionally dominated nation-branding efforts among many countries. Their efforts go far beyond visuals, logos, and slogans. A great example here is Visitnorway, Visitbritain, or Australia.com.
Canada Keep Exploring
A tourism brand embodies the imagination and emotion a country inspires in visitors. It has a major influence on where people choose to travel. It therefore needs to reach out and strike an emotional chord with travellers. The Canada. Keep Exploring brand does just that. It captures the authentic and inviting personality of Canadians while emphasizing a strong sense of place. It motivates and inspires travellers to see Canada as a destination where they can experience something extraordinary.
Canada has been has been investing in its images and brand for decades already. Throughout the 20th century it used its image to compete with US in order to attract most valuable immigrants and foster its international trade. Today Canada is respected and recognized around the world. The beauty of its nature, quality of life, friendly people, foreign policy focused on peace keeping, multiculturalism, cosmopolitan metropolis and trustworthy nature are recognizable trademarks of the country. In additional Canada is perceived as an innovative country with technology at the front. Today the brand is well integrated with business activities of Canadian companies . The Canada Brand strategy uses Canada’s strong image to help companies cut through the clutter and distinguish themselves in the global marketplace.
Federal Government Canada Logo
The Canada word mark (federal government logo) is mandatory on virtually all government communication materials. It covers approximately 160 institutions and over 20,000 facilities across Canada and worldwide. Among the applications are stationery, forms, vehicular markings, signage, advertising, published material, electronic communications, audio-visual productions, expositions, personnel identification, awards, plaques, packaging, buildings, labelling, and identification of equipment. Established in 1980, the Canada wordmark is essentially a logo for the government of Canada: it consists of the word “Canada” written in a serif font, a modified version of Baskerville, with a Canadian flag over the final ‘a’. In a 1999 study commissioned by the federal government, 77% of respondents remembered seeing the Canada wordmark at some point in the past. Television viewers may be familiar with the logo from seeing it in the credits of Canadian television programs, where it is used to indicate government funding or tax credits.
Brand Canada ranked no. 2 in the world
In 2013 FutureBrand, a global brand consultancy, conducted its annual Country Brand Index, which measures and ranks global perceptions around the world’s nations, from their cultures, to their industries, to their economic vitality and public policy initiatives. Brand Canada was ranked no. 2 in the world.