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East West Communications -- Branding Nations to Compete Globally

For the purposes of this sample report, we have not used the names of the three countries analyzed.
Sample Report -- Powered by PerceptionMetrics
Based on analysis by Perception Metrics*, the following sample report provides a detailed overview of the Country A brand. By isolating and measuring the messages used to describe a nation, the brand identity of the nation can be analyzed. Analyzing the media discussion surrounding a nation allows for a better understanding of the risks it faces, the strengths it possesses and the environment it exists in. Understanding a nation's brand identity allows for messaging and public diplomacy to be pursued with greater precision to achieve the ultimate level of relevance in contemporary discussion.

This analysis is based on a media collection of major world newspapers published in May and June 2008; articles mentioned Country A, Country B or Country C.

 

Evaluating the Competition

Brand Perception Index

Media articles citing Country A, Country B, or Country C were analyzed for both tone (or perception) and volume of coverage. The graph below compares the perception of Country A to two competitor nations. Country B had the highest perception at 0.65, Country A's perception was 0.61, and Country C's was the lowest at 0.54.






Media Mentions vs. Competition

The pie chart to the left compares the volume of media coverage of Country A to the two competitors. Country B had the smallest volume with 597 mentions, Country A generated 1,016 articles, and Country C had the highest volume at 1,043 articles.

 

Perception Metric

The graph below illustrates the media perception of Countries A, B and C. It is calculated by comparing positive messages to overall messages over time.



By volume, the strength indicators most commonly associated with Country A are "win," "victory," "good," "best," and "favorite." These indicators were most often mentioned in the context of a major international soccer tournament.

Strength Indicators






By volume, the risk indicators most commonly associated with Country A are "injury," "attack," "force," "defeat," and "difficult." These indicators were also most often mentioned in the context of a major international soccer tournament.

Risk Indicators







Brand Differentiation - International Competition

A nation brand image's power lies in its uniqueness to neighboring and competing countries. Based on the analysis of relevant media, the following diagram identifies the top strength indicating words shared between Country A and its competitors.

Strength Indicators

 

 

Brand Differentiation - International Competition

Based on the analysis of relevant media, the following diagram identifies the top risk indicating words shared between Country A and its competitors.

Risk Indicators






Positioning Your Brand and Building Your Message

Developing and Analizing Brant Attributes

The extent to which the Country A brand is represented in media may or may not align with how Country A chooses to present itself.

How does the relevant media text compare to the self-described brand identity of Country A? The following graph shows the specific words or phrases of Country As' brand identity and the frequency that they were grammatically connected to Country A in the media collection during the time period analyzed.

 

About Perception Metrics Brand Analysis

This is an example of an East West Nation Branding Report, based on text analysis by Perception Metrics, an industry leader in the field. This analysis is based on a sample Lexis-Nexis download of news articles, published in English, available in full-text format, containing a reference to Country A, B or C.

About Brand Perception Index Scoring

The Perception Scores are categorized in the following way:
0.00 - 0.49 Negative Perception Score
0.50 - 0.79 Neutral Perception Score
0.80 - 1.00 Positive Perception Score

About Strength and Risk Indicator Messages

For the purposes of this report, expressed "strength" (positive) and "risk" (negative) messages are words and phrases that communicate an unambiguously and overwhelmingly agreed-upon positive or negative connotation. This report relies on only such messages that are grammatically and conceptually associated with Country A and its competitors.

 
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