How Germany won the World Cup of Nation Branding
3.8 (11 ratings)
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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
3.8 (11 ratings)
Instead of using a simple lifetime average, Udemy calculates a course's star rating by considering a number of different factors such as the number of ratings, the age of ratings, and the likelihood of fraudulent ratings.
1,852 students enrolled
Created by Dr Nikolaus Eberl
Last updated 10/2013
Price: Free
  • 44 mins on-demand video
  • 1 Article
  • 20 Supplemental Resources
  • Full lifetime access
  • Access on mobile and TV
  • Certificate of Completion
What Will I 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
View Curriculum
  • none

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 is the target audience?
  • Destination Branding Executives
  • Nation Branding Executives
  • Marketing & Brand Executives
  • Government Communicators
  • Heads of State
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Curriculum For This Course
Expand All 40 Lectures Collapse All 40 Lectures 03:05:42
Course Introduction
2 Lectures 10:47

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

Who is Dr Nik?

In depth analysis of how Germany transformed her national brand image through the 2006 FIFA World Cup and lessons for country brand managers

What this Course is all about
Transforming the Country Archetype
5 Lectures 06:33

How Germany transformed her Country Archetype from Ruler to Lover

Reclaiming the Archetype

The socio-economic benefits of Germany's rebranding campaign, one year after the World Cup

The Transformation of Brand Germany

How Germany transformed 82 million Citizens to Brand Evangelists

From Grumpy to Happy: The NEW Germany

Nation Branding Scorecard: Reclaiming the Archetype

Nation Branding Scorecard: Country Archetype
2 pages

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

Self Assessment: Discover Your National Archetype
Activating the Brand Promise
6 Lectures 10:57

Germany's Brand Promise "A Time to make Friends" - aimed at internal branding and encouraging Germans to make visitors feel at home

Coining the Brand Promise

How Germany communicated the Brand Promise effectively to their citizens

Navigating the Brand Promise

How Germany designed the Friendliness Campaign to enable citizens internalise the brand promise

Internalizing the Brand Promise

How the German goalies Kahn and Lehmann symbolised the brand promise of making friends on the field

Symbolizing the Brand Promise

How the German Police delivered the Brand Promise and went out of their way "to make friends"

Delivering the Brand Promise

How Germany upheld the Brand Promise of "A Time to make Friends" after the semifinal defeat against Italy

Upholding the Brand Promise

To assess the understanding of Germany's Brand Promise Activation

Activating the Brand Promise
4 questions
Restoring Civic Pride
5 Lectures 02:17

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

Reuniting the People behind the Common Cause

Case Study: Team Spirit 82 (Million Citizens)

Creating the World's Biggest FAN Club
6 pages

Case Study: Fan Club Germany

Uniting the Nation behind Symbols
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

Capturing Moments of Glory
8 pages

Nation Branding Scorecard: Civic Pride
2 pages

Measure the Civic Pride Index of your Nation

Restoring Civic Pride
3 questions
Reversing Media Stereotypes
4 Lectures 00:00

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

Reversing Stereotypes about the Country & People
8 pages

Replacing the Old Cliches: Partyotism 2.0
11 pages

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

Converting the Media to Brand Advocates
17 pages

Nationbranding Scorecard: Media Perceptions

Nationbranding Scorecard: Media Perceptions
2 pages

Managing Media Perceptions

Reversing Media Stereotypes
3 questions
Converting Visitors to Brand Advocates
6 Lectures 06:13

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

Germany's Service & Friendliness Campaign

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

Delivering World Class Service with a Smile
12 pages

The Knut Phenomenon that extended the tourism legacy of Germany's rebranding campaign to attract one million visitors to the Berlin Zoo

Attracting 1 Million Visitors in 100 Days
7 pages

What English Fans had to say about Germany at the end of the 2006 FIFA World Cup

The Verdict: What Visitors had to say

How to measure Brand Advocacy from Visitors: The Net Promoter Score

Measuring Brand Advocacy

The Benchmarks for delivering the best Visitor Experience Ever

Nationbranding Scorecard: Brand Advocacy
2 pages

Converting Visitors to Brand Advocates

Converting Visitors to Brand Advocates
3 questions
Reversing Domestic Perceptions
4 Lectures 01:54

How Germany extended the Friendliness Campaign to the entire nation

Transforming Citizens to Brand Ambassadors

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

Turning Pessimists into Optimists
6 pages

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

Overcoming National Idiosyncracies
4 pages

Nationbranding Scorecard: People Brand

Nationbranding Scorecard: People Brand
2 pages

Reversing Domestic Perceptions

Reversing Domestic Perceptions
1 question
Socializing the Country Brand
5 Lectures 01:39

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

FAN Centricity

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
Positioning the Country Brand for Business
2 Lectures 01:40

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

Land of Ideas Campaign

Wirtschaftwunder 2.0
11 pages
Course Conclusion
1 Lecture 02:33

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

Course Conclusion
About the Instructor
Dr Nikolaus Eberl
3.5 Average rating
158 Reviews
9,708 Students
2 Courses
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.