How Germany won the World Cup of Nation Branding

How Germany reinvented her Country Brand during the FIFA World Cup through Experiential Marketing and Brand Advocacy
Rating: 4.5 out of 5 (46 ratings)
4,849 students
English
English [Auto]
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

Requirements

  • none

Description

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)

Who this course is for:

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

Course content

10 sections40 lectures3h 5m total length
  • Who is Dr Nik?
    07:32
  • What this Course is all about
    03:15

Instructor

Chief Executive Officer: The Future Leader Forum
Dr Nik Eberl
  • 3.8 Instructor Rating
  • 393 Reviews
  • 15,569 Students
  • 2 Courses

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A Secret that is best described by a Formula that is at the Core of the Greatest Brands in History:

PBL = R x E²

In other words, Personal Brand Loyalty is determined by evoking ????????????? ??????? ?????????

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thereby leveraging the most fundamental ?????? ???????? ?? ????????, the Principle of Reciprocation - which means you have to

❶ Be the FIRST to Give and

❷ What you give is UNEXPECTED and

❸ Highly PERSONALIZED

When you turn your focus from yourself to others, both in business and in life, doors will open that ??? ??? ??? ???? ???? ??????? – from Company Directorships to TEDx talks across the World & Industry Awards

And the best Way to win ??? ?????? ?? ???? ???????? and build deeply meaningful Relationships that will last you a lifetime, is to elevate others before you elevate yourself

When I applied Reciprocation in my own life (and business) I was able to

❹ build a ?????? ????? ????? (on the likes of CNBC and Carte Blanche)

❺ help South Africa achieve the ??????? ????? ???????? ????? in the history of the FIFA World Cup (92%)

❻ develop Strategic Relationships with Global Leaders, ????????? ? ????? ?????????, Olympian Athlete and one of the most celebrated World Record Holders

And it was as a result of Reciprocation that enabled a Consulting Client of mine to grow their Business ??? ???? ?? ?????

and propelled my FIFA World Cup Book to Bestseller Status with ½ ??????? ?????? in Print

When I started to apply Reciprocation on LinkedIn and promote others rather than myself, I earned ?,?? ??????? ??????? Views in 100 Days

And so can you, thanks to the ?????????????™ ?????????: The 7 Steps to attracting Clients-for-Life on LinkedIn