If you don't like the way you are perceived in the
world, you can do
something about it. Like any corporation would seek
an optimal niche for its products and services in the
global marketplace, your country can undertake a process
to position itself effectively by differentiating what
it offers the world. This process both involves and
benefits key stakeholders by using an integrated approach
to incorporate and promote everything from culture and
tourism to investment and international public diplomacy
in support of your foreign policy agenda.
Countries are not the same as corporations and nation
branding requires more than knowledge of branding processes.
It requires in-depth knowledge of how governments and
the international system work, including how countries
interface with international trade and security and
how the right government policies are critical to effective
positioning and to achieving desired levels of investment,
trade and tourism.
East West has extensive experience in helping governments
improve their positioning and messaging, and can help
you develop effective positioning, branding and communications.