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)
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
In depth analysis of how Germany transformed her national brand image through the 2006 FIFA World Cup and lessons for country brand managers
How Germany transformed her Country Archetype from Ruler to Lover
The socio-economic benefits of Germany's rebranding campaign, one year after the World Cup
How Germany transformed 82 million Citizens to Brand Evangelists
Nation Branding Scorecard: Reclaiming the Archetype
Find out which is your country archetype by answering these ten questions
Germany's Brand Promise "A Time to make Friends" - aimed at internal branding and encouraging Germans to make visitors feel at home
How Germany communicated the Brand Promise effectively to their citizens
How Germany designed the Friendliness Campaign to enable citizens internalise the brand promise
How the German goalies Kahn and Lehmann symbolised the brand promise of making friends on the field
How the German Police delivered the Brand Promise and went out of their way "to make friends"
How Germany upheld the Brand Promise of "A Time to make Friends" after the semifinal defeat against Italy
To assess the understanding of Germany's Brand Promise Activation
Germany tapped into a psychological phenomenon of brand transformation called 'The Hero's Journey'
Case Study: Team Spirit 82 (Million Citizens)
Case Study: Fan Club Germany
How Germany extended the legacy of the 2006 World Cup by documenting the Journey of the Team and sharing it with the Nation
Measure the Civic Pride Index of your Nation
The Perception of Germany in the UK media before the World Cup and after
What the International Press had to say about Germany after the 2006 World Cup
Nationbranding Scorecard: Media Perceptions
Managing Media Perceptions
How Germany conceptualised their Friendliness Campaign to transform the brand image from boring to friendly
Germany's Hospitality Campaign that was instrumental to converting Visitors to Brand Advocates
The Knut Phenomenon that extended the tourism legacy of Germany's rebranding campaign to attract one million visitors to the Berlin Zoo
What English Fans had to say about Germany at the end of the 2006 FIFA World Cup
How to measure Brand Advocacy from Visitors: The Net Promoter Score
The Benchmarks for delivering the best Visitor Experience Ever
Converting Visitors to Brand Advocates
How Germany extended the Friendliness Campaign to the entire nation
How the World Cup transformed the German collective psyche from pessimistic to optimistic
How the World Cup helped heal some of the unpleasant idiosyncracies of German people
Nationbranding Scorecard: People Brand
Reversing Domestic Perceptions
How Germany placed the visiting fans at the center of the event (rather than the country brand)
The Land of Ideas Campaign - to reposition Germany as a place of innovation
How Visitors rated Germany's new brand image after the world cup and how the media reported about Germany's Brand Transformation
The author of “BrandOvation™: How Germany won the World Cup of Nation Branding”, and the sequel “The Hero’s Journey: Building a Nation of World Champions”, Dr Nikolaus Eberl holds a PhD from the Free University of Berlin and a Postgraduate Diploma from The Johns Hopkins University, Baltimore. Dr Nik headed the Net Promoter Scorecard research project on South Africa’s Destination Branding Success Story during the 2010 FIFA World Cup™, and he is the co-author of the World Cup Brand Ambassador Program 'Welcome 2010' and chairperson of the inaugural 2010 FAN World Cup.
Dr Nik is the author of “The Seven Secrets of IziCwe: Conquer Life!”, a uniquely South African Life Skills Program, and “a must for anyone who wants to overcome career and personal challenges!” (The Business Day). The sequel, “The IziCwe Code: Internal Branding” was introduced to the international media at the Global Leaders Summit 2006, sharing the platform with leadership gurus Tom Peters, Rudy Giuliani and Michael Porter, and has become recommended reading for government leaders at national, provincial and local level.
Dr Nik's 2006 FIFA World Cup™ book, “BrandOvation™: How Germany won the World Cup of Nation Branding”, was featured extensively in the local and international media (CNBC, Carte Blanche, Business Day, The Star, The Mercury, 702, SAfm, MetroFM etc). Based upon the Brand Innovation Lessons from the 2006 FIFA World Cup™, BrandOvation™ is a Novel Concept of Brand Leadership, merging the disciplines of Internal Branding and Touch-Point Innovation.
Dr Nik's work has received acclaim from a number of eminent South African leaders:
· “We share a vision for the development of leaders and strongly believe in building the capacity of people and society at large.” (John Samuel, CEO Nelson Mandela Foundation)
· “Nikolaus Eberl and Herman Schoonbee have thrown down the gauntlet. It is up to us to take up the cudgels to unearth pearls of wisdom from other great Africa Leaders.” (Reuel Khoza, Chairman Nedbank, President: Institute of Directors)
From May 2007 to August 2010, Dr Nik authored the Business Day’s World Cup Column as well as co-anchored CNBC’s weekly Business 2010 show (as the resident analyst). His forthcoming book “2010 Scorecard Converting Visitors to Brand Advocates”, is measuring South Africa’s Net Promoter Score (NPS) for Brand Advocacy.
Most recently, Dr Nik founded the social media consultancy LinkedIncome that offers advice to SME businesses on how to grow your network and revenue online.</p></p>