By Simon Anholt
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Extra info for Competitive Identity: The New Brand Management for Nations, Cities and Regions
The more of them a country makes, and the more successful they are (in terms of their creativity, boldness and synergy with the strategy), the sooner it will improve its reputation. If we want people to change from the story they currently believe about a country, we have to give credit to their attachment to that story. As I said earlier, they are very warmly attached to it: it is simple, credible, and functional, and it has helped them reduce the complexity of a global world, possibly for decades.
The present value of that stream of hypothetical brand contribution payments represents the value of the brand.
If it follows these steps, a country will already be managing its reputation better than most other places have ever managed to achieve. 2 and try to run it in reverse, starting from the top and moving around clockwise rather than anti-clockwise, this is a pretty accurate depiction of propaganda: having a new vision for the country, and attempting to persuade people that it is already true, rather than going to the trouble and expense of doing things to prove the reality of the vision. It is difficult to discuss the reputations of countries in any depth without such moral questions coming into the debate, and it is equally hard to discuss brand image and reputation without raising philosophical questions about reality and perception.