How Germany won the World Cup of Nation Branding

How Germany won the World Cup of Nation Branding , available at Free, has an average rating of 4.2, with 40 lectures, 6 quizzes, based on 50 reviews, and has 5387 subscribers.

You will learn about To understand the key drivers of national Brand Image To identify the primary Archetype of the Country Brand To coin a Brand Promise that is genuine and authentic This course is ideal for individuals who are Destination Branding Executives or Nation Branding Executives or Marketing & Brand Executives or Government Communicators or Heads of State It is particularly useful for Destination Branding Executives or Nation Branding Executives or Marketing & Brand Executives or Government Communicators or Heads of State.

Enroll now: How Germany won the World Cup of Nation Branding

Summary

Title: How Germany won the World Cup of Nation Branding

Price: Free

Average Rating: 4.2

Number of Lectures: 40

Number of Quizzes: 6

Number of Published Lectures: 40

Number of Published Quizzes: 5

Number of Curriculum Items: 46

Number of Published Curriculum Objects: 45

Original Price: Free

Quality Status: approved

Status: Live

What You Will Learn

To understand the key drivers of national Brand Image
To identify the primary Archetype of the Country Brand
To coin a Brand Promise that is genuine and authentic

Who Should Attend

Destination Branding Executives
Nation Branding Executives
Marketing & Brand Executives
Government Communicators
Heads of State

Target Audiences

Destination Branding Executives
Nation Branding Executives
Marketing & Brand Executives
Government Communicators
Heads of State

In depth analysis of how Germany managed to rebrand the entire country through the 2006 FIFA World Cup – and how country brands might apply this formula to rebrand their national image. This case study is the first ever detailed analysis of the newly emerging discipline of Destination Branding through Movement Marketing and has had significant impact on Germany's tourism brand, yielding a 31% increase in international leisure tourism year-on-year and a 47% increase in business tourism for the host city of Berlin (which has also doubled the number of hotel bookings over the past five years)

Course Curriculum

Chapter 1: Course Introduction

Lecture 1: Who is Dr Nik?

Lecture 2: What this Course is all about

Chapter 2: Transforming the Country Archetype

Lecture 1: Reclaiming the Archetype

Lecture 2: The Transformation of Brand Germany

Lecture 3: From Grumpy to Happy: The NEW Germany

Lecture 4: Nation Branding Scorecard: Country Archetype

Lecture 5: Self Assessment: Discover Your National Archetype

Chapter 3: Activating the Brand Promise

Lecture 1: Coining the Brand Promise

Lecture 2: Navigating the Brand Promise

Lecture 3: Internalizing the Brand Promise

Lecture 4: Symbolizing the Brand Promise

Lecture 5: Delivering the Brand Promise

Lecture 6: Upholding the Brand Promise

Chapter 4: Restoring Civic Pride

Lecture 1: Reuniting the People behind the Common Cause

Lecture 2: Creating the World's Biggest FAN Club

Lecture 3: Uniting the Nation behind Symbols

Lecture 4: Capturing Moments of Glory

Lecture 5: Nation Branding Scorecard: Civic Pride

Chapter 5: Reversing Media Stereotypes

Lecture 1: Reversing Stereotypes about the Country & People

Lecture 2: Replacing the Old Cliches: Partyotism 2.0

Lecture 3: Converting the Media to Brand Advocates

Lecture 4: Nationbranding Scorecard: Media Perceptions

Chapter 6: Converting Visitors to Brand Advocates

Lecture 1: Germany's Service & Friendliness Campaign

Lecture 2: Delivering World Class Service with a Smile

Lecture 3: Attracting 1 Million Visitors in 100 Days

Lecture 4: The Verdict: What Visitors had to say

Lecture 5: Measuring Brand Advocacy

Lecture 6: Nationbranding Scorecard: Brand Advocacy

Chapter 7: Reversing Domestic Perceptions

Lecture 1: Transforming Citizens to Brand Ambassadors

Lecture 2: Turning Pessimists into Optimists

Lecture 3: Overcoming National Idiosyncracies

Lecture 4: Nationbranding Scorecard: People Brand

Chapter 8: Socializing the Country Brand

Lecture 1: FAN Centricity

Lecture 2: Turning Visitors into FAN's

Lecture 3: The FAN Festival Phenomenon

Lecture 4: Reinventing the Visitor Experience

Lecture 5: Nationbranding Scorecard: FAN Centricity

Chapter 9: Positioning the Country Brand for Business

Lecture 1: Land of Ideas Campaign

Lecture 2: Wirtschaftwunder 2.0

Chapter 10: Course Conclusion

Lecture 1: Course Conclusion

Instructors

Dr Nik Eberl
Chief Executive Officer: The Future Leader Forum

Rating Distribution

1 stars: 1 votes
2 stars: 3 votes
3 stars: 12 votes
4 stars: 14 votes
5 stars: 20 votes

Frequently Asked Questions

How long do I have access to the course materials?

You can view and review the lecture materials indefinitely, like an on-demand channel.

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