Branding Of A Nation

Communication is an important aspect that reflects a cultural and developmental aspect of an entity or country. And in our case, we have been lately witnessing a weird development, this sudden mix of our own historical culture and the western.
Note for example a massive number of Thanksgiving tweets and celebrations, Wooden Bakery for example using a pumpkin for the "Berbara" which has nothing to do with pumpkins or witches.



What's interesting is the while other countries work on creating unique and beautiful culture-specific branding to promote what they are and what their culture is, ours is destroying what it already has, trying desperately to look like others and not being good at any of these two sides. With companies constantly copying what world, award-winners do in an incomplete way, Lebanon is still not "branded" not culture-specific in things that matter and is culturally lost which in turn is losing interest of its own people who are busy seeking ways of leaving.

According to Wikipedia, nation branding aims to measure, build and manage the reputation of countries. Some approaches applied, such as an increasing importance on the symbolic value of products, have led countries to emphasise their distinctive characteristics. The branding and image of a nation-state "and the successful transference of this image to its exports - is just as important as what they actually produce and sell."Many governments have resource dedicated to Nation Branding. Their aim is to improve their country's standing, as the image and reputation of a nation can dramatically influence its success in attracting tourism receipts and investment capital; in exports; in attracting a talented and creative workforce and in its cultural and political influence in the world.



Notice a decline in communication and smart ads in the country? Notice more and more offers that try to sell more and more in a declining economic state? These are alarming signs of a brand desperate to sell, a brand fighting for survival. Lebanon's brand needs to be developed, created and communicated. It needs passion and a fight at first, but once it's done it will pay off on its own and would have its own, amazing, snowball effect!

Although it will not be an easy task, although it will get us to solve lots of major problems first, we have to take a first step, we have to start small & begin now!

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