• Transform magazine
  • June 19, 2019

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Articles

Russian brand banned from PyeongChang Olympics

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The Olympic flag is internationally recognisable. It stands for clear values and it represents millions of athletes. But occasionally, it represents individuals as well. And in that case, it takes the place of the national fl...

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China and the rise of a nation brand

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Nation Brands 2017, run by brand valuation consultancy Brand Finance, demonstrates the world’s most valuable nation brands through careful study of reputation and financial value. With evaluation methods based on the royalty...

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Soft power dreams

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There is a strong relationship between international sporting events like the Olympics and nation brand value. How does the legacy of those events impact the value of a nation brand and the reputation of the host country or c...

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Opinion: Will brand UK be affected by Brexit?

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How will brand UK and its largest organisations be affected by Brexit? Tom Adams, global head of strategy at FutureBrand, which organises the annual Country Brand Index, dissects Britain's nation brand...

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Place branding: Morocco

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With countless experiences and an authentic global brand, Morocco is a successful tourist destination. But positioning that offer to English-speaking audiences required a new brand that could effectively depict and promote Mo...

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Place branding Tel Aviv

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Hila Oren, the founder and CEO of Tel Aviv Global, spoke about the city of Tel Aviv at a place branding event, the City Nation Place Forum, in London on 5 November. Oren, who is currently doing a PhD in city branding, spoke o...

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Nation branding: Indonesia

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Jakarta, rife with traffic and infrastructure problems, is not for the faint of heart says Samantha North, despite the appealing tourism destination on offer in the Indonesian capital...

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Nation branding: Jamaica

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With a brand that simultaneously presents a welcoming, cheerful facade and a darker, more sinister underbelly, Jamaica’s nation brand presents difficulties to its economy. Can it successfully position itself as neither a pere...

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New York City: Apples and oranges

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New York City – the place where so many want to go – to work, to study or just to visit. The legend of the Big Apple has been etched into international perceptions via a multitude of stories, movies and songs. As a result, to...

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Hong Kong: Fragrant harbour

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In the beginning, Hong Kong was just a small village of fishermen and charcoal burners. No one paid it much attention until the British arrived in 1841, during the height of the Opium Wars. The Chinese soon gave in to British...

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