Monday 9 October 2017, 18:00 - 21:00
The effect of a country’s national image on brands and the economy as a whole is now widely acknowledged. In a global marketplace, nation brand is one of the most important assets of any country, encouraging inward investment, adding value to exports, attracting tourists and skilled immigrants.
The beginning of the 21st century has witnessed the rise of China as an economic and political power. The country has become the world’s largest manufacturer and exporter, and the largest economy by purchasing power. China’s economic growth has in turn bolstered its political standing. With the leaders of the United States and Europe pursuing increasingly inward-looking agendas, China is seizing the moment to take on a global leadership role it has aspired to for a long time. In a virtuous circle, the transformed national image of China is reinforcing Chinese brands and the country’s attractiveness to investors and tourists.
Compared to Asia, the West is in stagnation. However, Italy and some European nation brands, that many considered unable of making a full recovery after the troubles of the Eurozone Crisis, have implemented necessary reforms and are now growing at double-digit rates. It is one thing to build growth, another to sustain it, and something yet different to recover after a blow. East and West have a lot to learn from their respective experiences.
One of the most successful nation brands in Europe, Italy has built its reputation on the distinctive style of its luxury brands, such as Ferrari and Gucci, as well as on the delicious cuisine and relaxed character of its people. In this way, the Italian nation brand appeals to a multitude of audiences and supports a variety of industries. If China wants to maintain its impressive growth, it may have to absorb some of that European charisma, which alongside efficiency accentuates also individualism. Now, the Belt and Road Initiative can be key to East-West exchange just as the ancient Silk Route, made famous by the Italian, Marco Polo, had been in the past.
As well as presenting an opportunity to explore the findings of this year’s research in more detail, including the rise of ’brand China’ and the resilience of ‘brand Italy’, the Nation Brands Forum 2017 will offer practical insights on how to manage nation brand value.
Join us as we discuss this fascinating topic at a critical time.
Editor-in-chief, fDi Intelligence
Director, Brand Finance plc
Senior Communications Manager, Brand Finance plc
FDI Department Director, Italian Trade Agency (ITA)
Chairman of China Business Group, PwC
|18:00- 18:30||Drinks Reception||
The Lounge, Brand Exchange
|18:30 - 18:40||Presentation of Findings||
Alex Haigh, Director, Brand Finance
|18:40 - 18:55||Nation Brands and FDI||
Courtney Fingar, Editor-In-Chief, fDi Magazine
|18:55 - 19:10||Italy: The Nation Brand||
Stefano Nigro, FDI Department Director, Italian Trade Agency
|19:10 - 19:25||The Rise of China Inc||
Sir Tom Troubridge, Chairman, China Business Group, PwC
|19:25 - 20:00||Panel Discussion and Q & A||
Moderated by Konrad Jagodzinski,
Senior Communications Manager, Brand Finance
|20:00 - 21:00||Networking Drinks||
The Lounge, Brand Exchange