A creative conversation between Des and Tina, Brandopia's mythical brand developers
DES: France has finished a strong 5th according to the Bloom Consulting Country Brand Ranking - Trade 2012, summarised below.
TINA: The big question remains - Can it maintain its lofty brand position going forward?
Can France maintain its position as 5th in the business world?
France finished a strong 5th in the Bloom Consulting Country Brand Ranking © - Trade 2012, primarily thanks to a combination of its high economic performance, and outstanding CBS Rating ©. In practical terms, thanks to its country brand appeal and accurate strategy, it was able to attract nearly $305.5 billion of Foreign Direct Investment inflow over the years 2006 to 2010.
The challenge that France is now facing is how to reinforce its position and further attract FDI inflow.
The country brand of France has been built on for centuries through both economic and tourism activities. France is considered one of the leading economic and trading powerhouses, reinforced by flagship brands in cosmetics, fashion and gastronomy. France should not stop now, but instead should continue to protect their country brand, by actively engaging in innovation, as an increasing amount of countries are now competing with well-known places such as France. It is fundamental for France to keep exploiting what it really thrives upon.
If France continues to innovate and develop new ways to attract investors and talent from different countries, the resulting benefits for France will come naturally, as investors pitch projects back in their homeland to start ventures in France. This will create jobs, wealth and eventually greater economic growth. In the end, for country branding strategies to be effective they must have a specific objective in mind with clear tasks and quantifiable outputs in order to be able to maintain economic growth and to enhance quality of life.
1. The Bloom Consulting Country Branding Ranking © is a thorough study measuring the effectiveness of each country's brand strategy.
2. Read 'France in Free-Fall' article below.