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Regional branding versus national branding

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... strategy must be kept in mind when building your own national brand identity ... Creating a brand strategy for the BSR, we are trying to find the true, ... – PowerPoint PPT presentation

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Title: Regional branding versus national branding


1
Regional branding versus national branding
Erki Peegel Director Marketing
Communication Enterprise Estonia
2
Regional branding versus national branding
  • The overall regional strategy must be kept in
    mind when building your own national brand
    identity
  • All countries are establishing their own national
    identities and the BSR identity should add value
    to the national identity
  • The idea is to align and co-ordinate national
    efforts and expanding and developing a strong
    common and competitive regional brand

3
Regional branding benefits
  • By joining forces BSR can leverage commercial
    spending of many millions of euro, if we can tell
    one good, coherent story for the Region
  • Best stories of the Region establish itself as a
    region with a particular positive reputation and
    image
  • By aligning our efforts we can build the
    reputation of the BSR much faster

4
Regional branding challenges
  • Creating a brand strategy for the BSR, we are
    trying to find the true, compelling, distinctive,
    fascinating story about the region.
  • There is a need to establish a branding strategy
    for the 11 countries of the BSR under one
    umbrella
  • A common message, a common belief, a common
    story?
  • BSR must have a reputation, which takes a long
    time to build but is extremely important
  • How we can use branding to help make BSR an
    economic, social and cultural reality?

5
Our region strengths and competencies
  • We combine skills, sustainability and dynamism,
    which is something others envy about our region
  • The BSR offers one of the most New Technology
    savvy markets in the world. Internet telephony
    (Skype), ancillary services to mobile phones,
    wireless access in public places, and software
    and hardware development and testing
  • The region can be your European logistical hub
    with its year-round deepwater ports, world-class
    airline services covering five continents, and
    railway connections from Valencia in Spain to
    Vladivostok on Russias Pacific coast, and across
    central Asia to China.
  • Our greatest collective strengths are IT
    telecoms, life sciences and engineering and
    automotive
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