How Germany won the World Cup of Nation Branding

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)

• What are the requirements?
  • none
• What am I going to get from this course?
  • Over 40 lectures and 3 hours of content!
  • 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
• What is the target audience?
  • Destination Branding Executives
  • Nation Branding Executives
  • Marketing & Brand Executives
  • Government Communicators
  • Heads of State

SECTION 1: Course Introduction

SECTION 2: Transforming the Country Archetype

SECTION 3: Activating the Brand Promise

SECTION 4: Restoring Civic Pride

SECTION 5: Reversing Media Stereotypes

SECTION 6: Converting Visitors to Brand Advocates

SECTION 7: Reversing Domestic Perceptions

SECTION 8: Socializing the Country Brand

SECTION 9: Positioning the Country Brand for Business

SECTION 10: Course Conclusion