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
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  • Lectures 40
  • Length 3 hours
  • Skill Level All Levels
  • Languages English
  • Includes Lifetime access
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    Available on iOS and Android
    Certificate of Completion
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About This Course

Published 12/2013 English

Course 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)

What are the requirements?

  • none

What am I going to get from this course?

  • 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

Who is the target audience?

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

What you get with this course?

Not for you? No problem.
30 day money back guarantee.

Forever yours.
Lifetime access.

Learn on the go.
Desktop, iOS and Android.

Get rewarded.
Certificate of completion.


Section 1: Course Introduction

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

Section 2: Transforming the Country Archetype

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

2 pages

Nation Branding Scorecard: Reclaiming the Archetype


Find out which is your country archetype by answering these ten questions

Section 3: Activating the Brand Promise

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

4 questions

To assess the understanding of Germany's Brand Promise Activation

Section 4: Restoring Civic Pride

Germany tapped into a psychological phenomenon of brand transformation called 'The Hero's Journey'

6 pages

Case Study: Team Spirit 82 (Million Citizens)

8 pages

Case Study: Fan Club Germany

8 pages

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 Pride
2 pages
3 questions

Measure the Civic Pride Index of your Nation

Section 5: Reversing Media Stereotypes
8 pages

The Perception of Germany in the UK media before the World Cup and after

Replacing the Old Cliches: Partyotism 2.0
11 pages
17 pages

What the International Press had to say about Germany after the 2006 World Cup

2 pages

Nationbranding Scorecard: Media Perceptions

3 questions

Managing Media Perceptions

Section 6: Converting Visitors to Brand Advocates

How Germany conceptualised their Friendliness Campaign to transform the brand image from boring to friendly

12 pages

Germany's Hospitality Campaign that was instrumental to converting Visitors to Brand Advocates

7 pages

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

2 pages

The Benchmarks for delivering the best Visitor Experience Ever

3 questions

Converting Visitors to Brand Advocates

Section 7: Reversing Domestic Perceptions

How Germany extended the Friendliness Campaign to the entire nation

6 pages

How the World Cup transformed the German collective psyche from pessimistic to optimistic

4 pages

How the World Cup helped heal some of the unpleasant idiosyncracies of German people

2 pages

Nationbranding Scorecard: People Brand

1 question

Reversing Domestic Perceptions

Section 8: Socializing the Country Brand

How Germany placed the visiting fans at the center of the event (rather than the country brand)

Turning Visitors into FAN's
6 pages
The FAN Festival Phenomenon
13 pages
Reinventing the Visitor Experience
12 pages
Nationbranding Scorecard: FAN Centricity
2 pages
Section 9: Positioning the Country Brand for Business

The Land of Ideas Campaign - to reposition Germany as a place of innovation

Wirtschaftwunder 2.0
11 pages
Section 10: Course Conclusion

How Visitors rated Germany's new brand image after the world cup and how the media reported about Germany's Brand Transformation

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Instructor Biography

Dr Nikolaus Eberl, Chief Executive Officer: BrandOvation

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.


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