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Making a National Brand

  • Wally Olins
Part of the Studies in Diplomacy and International Relations book series (SID)

Abstract

‘If we were looking at the US as a brand we would say this is the time to relaunch the brand’ says Keith Reinhard, group leader of Business for Diplomatic Action (BDA). Reinhard is Chairman of DDB, an advertising agency within Omnicom — the world’s largest marketing and communications business. BDA is very concerned that ‘political developments — including opposition to the Iraq war — are eroding the global appeal of US brands from McDonald’s to Microsoft and MTV’. So senior imagemakers have embarked on an experiment in private sector foreign policy that is designed to rehabilitate the US national brand. Arguing that business can do things that governments cannot, the group is seeking to create a corporate united front that would counter anti-Americanism through means including the promotion of higher-quality cultural exports, says the FT article.

Keywords

Foreign Direct Investment National Branding Motor Industry Public Diplomacy Scotch Whisky 
These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.

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Notes

  1. 2.
    Wally Olins, Wally Olins On Brand (London: Thames & Hudson, 2004).Google Scholar
  2. 4.
    Wally Olins, ‘Polish Brands and the European Union’, Harvard Business Review Polska, 2004.Google Scholar
  3. 6.
    Wally Olins, Wally Olins O Marce (Warsaw: Fundacja Promocja Polska-Instytut Marki Polskiej, 2004).Google Scholar

Copyright information

© Wally Olins 2005

Authors and Affiliations

  • Wally Olins

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