- I -  

  Outline NA  

1.  Introduction  1

2.  Theoretical Approach  2

2.1.  Definition of National Branding 2  

2.2.  The Nation Brand Hexagon 2  

2.3.  The Nation Brand Architecture 4  

2.3.  The Process of Creating a National Brand 4  

2.5.  Concept Critics 6  

3.  National Branding in Practice  7

3.1.  Brand Germany 7  

3.2.  The Benefit of a National Brand 9  

3.3.  The Nation Brand Index 11  

4.  Possible Future Development and Conclusion  12

  - II -  

List of Illustration

  Illustration 1: Nation Brand Hexagon 3  

  Illustration 2: National Brand Architecture 4  

  Illustration 3: Phases of the National Brand Creating Process 5  

  Illustration 4: German National Brand Logo 8  

  Illustration 5: Export Volume Germany 10  

  Illustration 6: Development of the National Brand Index Ranking 11  

References

Anholt, Simon. 2004. Branding places and nations. in: Ahmad, Sameena; Simmons, John; Clifton, Rita. Brands and Branding. Bloomberg Press, London.

Anholt, Simon. 2005. Anholt Nation Brand Index Report Q4 2005. http://www.earthspeak.com/Download%20articles%20Dec%2006/Anholt%20Nation% 20Brands%20Index%20Report%20Q4%202005.pdf, date of retrieval: 10.08.2008.

Anholt, Simon. 2006a. Why brand? Some practical considerations for nation branding. in: Place Branding and Public Democracy, Vol.2 Issue 2, 97-107.

Anholt Simon. 2006b. Anholt Nation Brand Index Report Q4 2006. http://www.earthspeak.com/Download%20articles%20Dec%2006/Anholt%20Nation% 20Brands%20Index%20Report%20Q4%202006.pdf, date of retrieval: 10.08.2008

Anholt, Simon. 2007. Anholt Nation Brands Index Summary Data Q4 2007. http://www.earthspeak.com/Anholt%20Nation%20Brands%20Index%202007%20Q4 %20overall%20results.pdf, date of retrieval: 10.08.2008.

Association for Place Branding & Public Democracy. 2007a. What is Place Branding? http://www.nationbranding.de/site_deutsch/placebranding.php, date of retrieval: 06.06.2008.

Association for Place Branding & Public Democracy . 2007b. Building Reputation,

Shaping Images: Place Branding http://www.nationbranding.de/site_deutsch/news/070830_building-reputation- shaping-images.php#results, date of retrieval: 06.06.2008.

Dinnie, Keith. 2008. Nation Branding: Concepts, issus, practice. Butterworth – Heinemann, Oxford.

Gfk Custom Research North America. 2008. The Anholt-Gfk Roper Nations Brand

Index. http://www.gfkamerica.com/practice_areas/roper_pam/nbi_index/index.en.

html/, date of retrieval: 13.08.2008.

Marketing für Deutschland Gmbh. 2008. Land der Ideen.

http://www.landderideen.de/, date of retrieval: 11.08.2008.

Oxford Advanced Learner’s Dictionary. 2000. Sixth Edition. Oxford University Press,

Oxford.

Presence Switzerland.

http://www.presence.ch/d/900/902e.php, date of retrieval: 02.02.3008.

Statistisches Bundesamt. 2007. Statistisches Jahrbuch 2007 – Außenhandel.

http://www.destatis.de/jetspeed/portal/cms/Sites/destatis/SharedContent/Oeffentlich/

AI/IC/Publikationen/Jahrbuch/Aussenhandel,property=file.pdf, date of retrieval:

09.08.2008.

Szarek, Danuta. 2006. Nation Branding: Der Staat als Marke. http://www.dw-

world.de/dw/article/0,,2178556,00.html?maca=de-rss-de-all-1119-rdf, date of

retrieval: 11.06.2008.

Werner, Henry. 2007. Nation

bb.de/fileadmin/user_upload/medianet/Spotlight/070222_NationBranding.pdf, date of

retrieval: 11.06.2008.