The Branding and Marketing of the United States of America - Essay Example

?Introduction This paper examines the strategy that has been used to brand America. The paper utilises the important elements of nation branding to examine the strategy and techniques that has been used in the branding and marketing of United States of America outside its boundaries. It aims at evaluating whether these branding drives have created a positive perception about the United States that has created value for some American entities overseas. The paper explores the strategy for branding the United States by focusing on four elements of Anholt's Nation Brand Hexagon. The elements explored in the paper are Tourism, Investment/Immigration, Culture and Export (Shimp, 2008). The other two elements of the hexagon are touched on briefly, that is the People and Governance. This is because the paper is fashioned to focus on matters of Nation Branding that are relevant to the creation of value for American corporate entities on the global level. Elements of Nation Branding In order to analyze the strategy of branding America, there is the need to explore the main elements of nation branding strategy. Olin defines a 7 step model that must be followed to draw a nation branding strategy (Molianen & Rainisto, 2009): 1. Define Preliminary Vision 2. Establish a Working Group 3. Internal & External Research 4. Formulation of Strategic Plan 5. Visualisation 6. Implementation of the Plans 7. Testing Implementation & assessment Preliminary Vision The preliminary vision of America's branding technique is to extend its influence over different country through a blend of diplomatic, governmental as well as industrial campaigns (Snow, 2009). This means that the branding of America is handled by the diplomatic corps which has a strong history of promoting America as a brand all over the world. There has also been different governmental projects and units set up over the past years that has been responsible for promoting America as a brand around the world. In addition to this, there are numerous industrial groups and chambers of commerce that have a history of promoting America as a brand overseas with the hope of getting more people interested in doing business with Americans. In creating the preliminary vision of a country, there is the need for three vital questions to be asked (Fanning, 2008). These questions are as follows: “Where are we now? How did we get here? Where do we want to be? How do we get there?” The United States is the most powerful and most popular country in the world today (Wolfe, 2007). It attained its status as a global super-power during and after the Second World War, which saw the influence of America spread throughout Europe and the rest of the world (Houghton, 2009). Since the 1950s, America led the West in gaining influence around the world against the Soviet led East (Wolfe, 2007). Due to this struggle, the United States created a very strong network to establish its presence in nations around the globe through various export techniques. This has boosted America's image around the world. Everyone around the world, from Latin America, Africa, Europe, Asia and the Middle East identifies with American movies, clothing, food, books, cars and brands. And this has been the case over the past 20 years after the collapse of the Soviet Union (Houghton, 2009). However, in the era of globalisation, there are competitors that are coming up namely BRICS (Brazil, Russia, India, China & South Africa) as well as old powers like Europe and Japan. There is the need to re-brand and present America in a different light. Currently, the vision of branding America is one that seeks to take advantage of the country's status as a super power, the country's past image and global influence as well as America's competitive strength against the emerging powers. Thus, the vision of the 21st Century for the branding of USA is as follows: 1. Re-branding the superpower and presenting it to the world in a different light. 2. Re-igniting the American flame 3. Putting American ingenuity to the doorsteps of the world 4. Re-defining the positives in America and presenting it to the modern world (Anholt & Hildreth, 2008). The advantages of this vision is that it enables the American brand to be re-examined and corrected to meet current demands and expectations in the world today. It also helps to build on the American brand which has been built over several years. Also, it brings out the strengths of the American brand and encourages the strengthening of America as a brand over other brands from the emerging world. However, the disadvantage is that America is losing its position as a superpower in favour of a unified globalised world. It is therefore not effective anymore to spend money to provide competitive branding activities amongst nations. This is because it is now more preferrable for American businesses to be working with other national entities as partners rather than competitors. This renders the national branding as some kind of imposition which is viewed in the negative light. Establish a Working Group The world has really changed over the past decade. Many different views and opinions have come up that affects the perception about America on the global level. The main elements to be sensitive to in this drive are as follows: 1. Diversity in opinions on the international markets 2. Existing structures that have represented America overseas 3. Forecasting and adjustments to accommodate emergent events and matters in the brand American branding drives have sought to achieve these advantages. First of all, America has made use of its diversity to ensure that it sends people who have origins to the nations in question to help promote its image around the world. For instance, it is common for American ambassadors and embassy staff members to be made up of Americans who are of the same origins as the country the diplomatic mission is established in. Also, it is common to have numerous American branding offices to sign on popular stars and individuals with international acclaim to help them promote the country's brands (Weinburg, 2008). This is because evidence has shown that the inclusion of popular international figures help in the promotion of national brands like sporting event bidding drives (Go & Govers, 2010). It is therefore important to include popular Americans like movie stars and popular icons to give the Brand America initiative a face on the global level and more public sympathy. However, the downside of this is that it can be very expensive to sign up a star for the promotion of the American brand overseas. It is also problematic because there is a risk of associating America with a single or a few individuals. This is because the reputation of these individuals can have a negative effect on America as a brand. Internal & External Research Most American branding initiatives make use of internal and external research. (Okvisit & Shaw, 2008). Internal research is conducted by appraising the local strengths and track records of American businesses. Afterwards, they identify the Opportunities that exists in other countries that American businesses can explore. Also the threats by local entities and that of other competitors like European Union businesses and BRICS are appraised fully (Anholt & Hildreth, 2008). The advantage is that the internal and external research enables American groups involved in promotion of the American brand to identify where to invest their strengths and how to minimize their weaknesses in the face of opportunities and threats overseas. This allows the governmental bodies and chambers of commerce to come up with good various options and strategies for the promotion of the American brands. These strategies are evaluated and the best one is selected. Although this research phase is necessary, it takes a lot of time and requires a lot of experience to come up with the best possible strategies. Formulation of Strategic Plan The strategic plan of brand America is one that seeks to enhance America's image overseas through different angles. Due to the size of America, each department and sector is treated differently in terms of branding and marketing internationally. This is broadly placed under four main headings: Tourism, Investment/Immigration, Culture and Export (Anholt & Hildreth, 2008) Tourism American tourism is usually presented through industrial entities as well as state governments with the Federal government providing support for these states in different forms (Jaffe & Nebenzahl, 2007). Weinberg (2008) goes further to state that American tour destinations are often promoted by interest groups like travel and tour companies as well as hospitality groups in the country. These entities find ways of advertising on international media like CNN to show the world the aesthetic and cultural beauty of American tour sites. The advantage of this is that the trade groups and chambers of commerce come together to create brands, that have a wide diversity for different interest groups around the world. This ensures a professional touch as well as a wider reach. Also, the state's support through subsidies and tax relieves are positive in that it enables these entities to go out to promote the brand positively. The disadvantage with such tourist branding techniques is that it might be tilted towards some popular destinations to the neglect of other areas of America where tourism can flourish. For instance, since tourism is very popular in California, Miami, Las Vegas and New York, the trade groups in those areas can easily brand and promote their brand overseas and this will ensure that these areas become popular tourist destinations whilst other areas of America will remain backward in terms of tourism. Investment/Immigration America's investment on the global scale has been promoted through a positive image held by the country in terms of financial statistics (De Kluyers, 2008). This ensures that investors get an assurance of America as a preferred trading destination. This is promoted through the government's bureau of international business and also through certain diplomatic wings concerned with trade. The attraction of skilled immigrants to America over the past years has been done through scholarships and universities which scout for talents as well as research-oriented entities that attract and employ gifted and talented people around the world (Weinberg, 2008). The main idea method of branding America to attract talented immigrants has been through various intermediaries and initiatives around the globe that have always presented American institutions and employers as offering better remuneration. Some of these include educational consultancy services offering American examinations and placement in American Universities as well as recruitment agencies and immigration law firms that are opened in nations where there is a high pool of skilled persons. This is supported by strong immigration biases for skilled migrants (Van Geenhuizen, 2009). Culture American culture has been showcased around the world, primarily through the media (Weinberg, 2008). Almost everybody has some connection to some American books or movies. This has helped to spread the culture of America throughout the world. Another areas that American culture has been sent around the world is through humanitarian and cross-cultural services like aid, donations, exchange programmes and the peace corps initiative. It enables American culture to be presented to different parts of the world with little resistance. Thus, each individual involved in such a program acts as an ambassador or representative of America and this enables the American brand to be presented positively to these peoples. Export American products and services are made available to different people around the globe. American products are usually marketed overseas through the various chambers of commerce and industrial groups and organisations. This is done through co-operative efforts which entails the branding of American products and the encouragement of consumption of American brands. Campaigns like “Buy Made in America” sponsored by the America-African Consumer Importers Association in Africa helps to promote consumer goods that are made in America in sub-saharan African countries (Shimp, 2008). The advantage of this is that it enables American groups to pool resources and create a synergistic effect in overseas markets. However, this also enables American brands to be targeted negatively. This is because the joint branding of American products overseas enables easy identification and this can lead to negative action. Visualisation Brand image is the context in which messages are received and not the message itself (Clancy, 2009). American brands are given image boosts through various activities and ventures. The most popular of such ventures is the creation of social intercourse between users of those products and America through various initiatives like cultural collaboration, brand identification and promotional drives (Kahle & Kim, 2010). This is done through the conspicuous display of the red, blue and white colours in most American products which are sent around the world. Also, humanitarian initiatives are done with conspicuous display of American regalia like express mention of American agency involvements amongst other things. This create the American brand image around the world The use of American brand image techniques helps people to identify with American products and initiatives easily around the world. This enhances Brand America. However, this is expensive and requires a lot of financial support to be attained. Conclusions The American branding strategy focuses on the rebranding of America in a modern world that is full of competitors and a fairly negative image of America on the global scale. Branding America has been the responsibility of government agencies, diplomatic missions and other industrial groups. These groups enhance the strengths of American brands and products and reduces the weaknesses in the face of opportunities and threats around the world. The advantages of the American branding strategy is that it makes American brands popular around the world and promotes American interests over the long-term. The downside is that these campaigns are expensive and they also makes America quite conspicuous to the rest of the world. This can make American brands and entities targets for mischief. 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