Reputation

The downward trend of nearly all the world’s most valuable nation brands is not entirely surprising. With COVID-19 contributing to the rise of protectionism, we may see a reversal of the economic growth brought about by globalisation. Nevertheless, with analysts’ forecasts looking less dire than initially predicted, and with a working vaccine in place, the future is certainly looking brighter.

The potential reputational risks involved in communicating about and during COVID-19 are many. But here are a few things that should be considered when deciding how to handle communications in a world turned upside down by this crisis.

While 'brand New Zealand' resonates globally, Auckland - the country's largest city - is less well known. Discover how they created a brand strategy that became the focal point of their recovery strategy and won them the 2020 Place Brand of the Year award.

Nation Branding architects face great adversity in getting the ball rolling and even more so as they fight an uphill battle. It is our hope that this guide will be used as a supportive reference for brand builders throughout the long and arduous process of strategizing a resilient nation brand.

Your place brand has intrinsic value – akin to that of your personal savings – and the investment strategy you choose for your reputation capital will regulate the return on investment. What strategies can you use to leverage your data in your decision-making?

A new study by Bloom Consulting revealed that 68% of people have changed their perceptions of a country based on public governance and their management of the COVID-19 crisis. But what does this mean for countries in Latin America?

Pittsburgh is revolutionising their talent attraction strategy – and having the hard conversations about racism and inequality. Alison Treaster, Senior Director of Talent, at the Allegheny Conference on Community Development, shared how the Pittsburgh Passport initiative is connecting to talented individuals around the world and helping the region move towards a more equitable future.

The 1992 Olympics were a turning point for Barcelona. 25 years on, the city wanted to identify a new value proposition. How did they leverage lessons from a successful Olympics to further transform the city's image?

While most of the world looks to domestic tourism to shore up their tourism economy, this simply isn’t a viable solution for many destinations that rely heavily on international travel. Thoyyib Mohamed, Managing Director at the Maldives Marketing & PR Corporation, explained how the islands prepared for their July opening and how they are anticipating their strategies evolving in  the wake of COVID-19.