How Germany won the World Cup of Nation Branding

Name: How Germany won the World Cup of Nation Branding
Rating: 4.2 (51 reviews)

How Germany reinvented her Country Brand during the FIFA World Cup through Experiential Marketing and Brand Advocacy

Created byDr Nik Eberl

Last updated 12/2013

English

What you'll 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

Course content

10 sections • 40 lectures • 44m total length

Who is Dr Nik?7:32
Interview on CNBC Africa with Peter Ndoro about lessons from Germany's Brand Transformation during the 2006 FIFA World Cup and the 2010 Scorecard for South Africa's Nation Branding Campaign
What this Course is all about3:15
In depth analysis of how Germany transformed her national brand image through the 2006 FIFA World Cup and lessons for country brand managers

Reclaiming the Archetype2:33
How Germany transformed her Country Archetype from Ruler to Lover
The Transformation of Brand Germany1:40
The socio-economic benefits of Germany's rebranding campaign, one year after the World Cup
From Grumpy to Happy: The NEW Germany2:17
How Germany transformed 82 million Citizens to Brand Evangelists
Nation Branding Scorecard: Country Archetype2:00
Nation Branding Scorecard: Reclaiming the Archetype
Self Assessment: Discover Your National Archetype0:11
Find out which is your country archetype by answering these ten questions

Coining the Brand Promise0:59
Germany's Brand Promise "A Time to make Friends" - aimed at internal branding and encouraging Germans to make visitors feel at home
Navigating the Brand Promise2:36
How Germany communicated the Brand Promise effectively to their citizens
Internalizing the Brand Promise2:10
How Germany designed the Friendliness Campaign to enable citizens internalise the brand promise
Symbolizing the Brand Promise1:15
How the German goalies Kahn and Lehmann symbolised the brand promise of making friends on the field
Delivering the Brand Promise0:58
How the German Police delivered the Brand Promise and went out of their way "to make friends"
Upholding the Brand Promise2:59
How Germany upheld the Brand Promise of "A Time to make Friends" after the semifinal defeat against Italy
Activating the Brand Promise

Reuniting the People behind the Common Cause2:17
Germany tapped into a psychological phenomenon of brand transformation called 'The Hero's Journey'
Creating the World's Biggest FAN Club6:00
Case Study: Team Spirit 82 (Million Citizens)
Uniting the Nation behind Symbols8:00
Case Study: Fan Club Germany
Capturing Moments of Glory8:00
How Germany extended the legacy of the 2006 World Cup by documenting the Journey of the Team and sharing it with the Nation
Nation Branding Scorecard: Civic Pride2:00
Restoring Civic Pride

Reversing Stereotypes about the Country & People8:00
The Perception of Germany in the UK media before the World Cup and after
Replacing the Old Cliches: Partyotism 2.011:00
Converting the Media to Brand Advocates17:00
What the International Press had to say about Germany after the 2006 World Cup
Nationbranding Scorecard: Media Perceptions2:00
Nationbranding Scorecard: Media Perceptions
Reversing Media Stereotypes

Germany's Service & Friendliness Campaign2:10
How Germany conceptualised their Friendliness Campaign to transform the brand image from boring to friendly
Delivering World Class Service with a Smile12:00
Germany's Hospitality Campaign that was instrumental to converting Visitors to Brand Advocates
Attracting 1 Million Visitors in 100 Days7:00
The Knut Phenomenon that extended the tourism legacy of Germany's rebranding campaign to attract one million visitors to the Berlin Zoo
The Verdict: What Visitors had to say1:30
What English Fans had to say about Germany at the end of the 2006 FIFA World Cup
Measuring Brand Advocacy2:33
How to measure Brand Advocacy from Visitors: The Net Promoter Score
Nationbranding Scorecard: Brand Advocacy2:00
The Benchmarks for delivering the best Visitor Experience Ever
Converting Visitors to Brand Advocates

Transforming Citizens to Brand Ambassadors1:54
How Germany extended the Friendliness Campaign to the entire nation
Turning Pessimists into Optimists6:00
How the World Cup transformed the German collective psyche from pessimistic to optimistic
Overcoming National Idiosyncracies4:00
How the World Cup helped heal some of the unpleasant idiosyncracies of German people
Nationbranding Scorecard: People Brand2:00
Nationbranding Scorecard: People Brand
Reversing Domestic Perceptions

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

How Germany won the World Cup of Nation Branding

What you'll learn

Explore related topics

Course content

Course Introduction2 lectures • 11min

Transforming the Country Archetype5 lectures • 9min

Activating the Brand Promise6 lectures • 11min

Restoring Civic Pride5 lectures • 26min

Reversing Media Stereotypes4 lectures • 38min

Converting Visitors to Brand Advocates6 lectures • 27min

Reversing Domestic Perceptions4 lectures • 14min

Socializing the Country Brand5 lectures • 35min

Positioning the Country Brand for Business2 lectures • 13min

Course Conclusion1 lecture • 3min

Requirements

Description

Who this course is for: