How Germany Branding 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)

*YOU ARE GOING TO GET FROM THIS COURSE*

- Over 40 lectures and 3 hours of content!
- 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

*WHAT YOU WILL LEARN*

• Transforming the Country Archetype
• Activating the Brand Promise
• Restoring Civic Pride
• Reversing Media Stereotypes
• Converting Visitors to Brand Advocates
• Reversing Domestic Perceptions
• Socializing the Country Brand
• Positioning the Country Brand for Business

*FEATURES*

- Lifetime access to 40 lectures and 6 quizzes
- 3+ hours of high quality content
- A community of 200+ students learning together!
- Watch courses on the go: video lectures, audio lectures, presentations, articles and anything inside your course.
- Watch courses in offline: Save courses for offline viewing so you can watch them while you're on a plane or subway!

Instructed By : Dr Nikolaus Eberl | Chief Executive Officer: BrandOvation

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.

Install the "How Germany Branding" app now and join over 4 million students who are already learning on Udemy.