duction joining forces to create a strong country brand to...

15
Intro The initia regu bring pow crea The the s and Egyp that so is far b Egyp fund Mea The that has to th worl To m stren cond qual In a any oduction Narrative ative in Oc ular annua ging unde erful bran ating a pos way a co success of cultural tie pt’s story i the countr s through beyond sho pt's Ministr ding to fina asuring nat 2017 Natio France is a continued he French ldwide. measure th ngth index ditions inc lity of life, a global ma country. T PR Summi ctober 201 l summit t er one roo nd leader itive brand untry is ex f its busine es with oth s currently ry be in ch employing owing tour ry of Intern nce Egypt' tion brand on Brands amongst th to significa governme he value o x, which tak luding tra as well as rketplace, The key a it was laun 16 to later taking plac of the cou rs with t d image for xpressed a ess, trade er nations. y being tol harge of its g a compre ism potent national Co 's nation b ds report, pu he top 20 m antly incre ent’s effor of nation b kes into ac ining and market co a strong n spect mak nched as a r become ce in Egyp untry's mo he aim o r Egypt. and perce and touris . ld by othe s own narr ehensive n tial a globa ooperation randing-re ublished in most valua ase its bra rts to deve brands, Fin ccount a w skills, soc nditions fo nation bran king a nat an a pt, st of ived can s sm efforts, ers, which m ative. The nation-bran al commun n has work elated proje October b able nation and value t elop and nance has wide range cial enviro or goods an nd has bec tion brand Join stro reg significantl as well as makes it m most effec nding stra nications ca ked to sec ects by Brand F n brands in this year. T bolster its s created a e of criteria onment, co nd services come a prin strong is ning forces ong count ain contro narra ly contribu s its diplom more neces ctive way t tegy that ampaign. cure grants Finance, sh n the world This is put d s nation b a nation b a of invest orruption l s. ncipal asse addressin s to create ry brand to ol of Egypt tive ute to matic ssary to do goes s and hows , and down brand brand ment level, et for ng all e a o ’s

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Page 1: duction Joining forces to create a strong country brand to ...narrativesummit.com/wp-content/uploads/2018/03/Narrative-Summit... · Intro The initia regu bring pow crea The the s

Intro

The initiaregubringpowcrea

The the sand

Egypthat so isfar b

Egypfund

Mea

The that has to thworl

To mstrencondqual

In a any

oduction

Narrative ative in Ocular annuaging undeerful bran

ating a pos

way a cosuccess of cultural tie

pt’s story i the countrs through beyond sho

pt's Ministrding to fina

asuring nat

2017 Natio France is acontinued he Frenchldwide.

measure thngth indexditions inclity of life, a

global macountry. T

PR Summictober 201l summit t

er one roond leaderitive brand

untry is exf its businees with oth

s currentlyry be in chemploying

owing tour

ry of Internnce Egypt'

tion brand

on Brands amongst th to significa governme

he value ox, which takluding traas well as

rketplace, The key a

it was laun16 to latertaking placof the cours with t

d image for

xpressed aess, trade er nations.

y being tolharge of itsg a compreism potent

national Co's nation b

ds

report, puhe top 20 mantly increent’s effor

of nation bkes into acining and market co

a strong nspect mak

nched as ar become ce in Egypuntry's mohe aim or Egypt.

and perceand touris.

ld by othes own narrehensive ntial a globa

ooperationranding-re

ublished inmost valuaase its brarts to deve

brands, Finccount a w skills, socnditions fo

nation branking a nat

an a

pt, st of

ived can ssm efforts,

ers, which mative. The nation-branal commun

n has workelated proje

October bable nationand value telop and

nance haswide rangecial enviro

or goods an

nd has bection brand

Joinstroreg

significantlas well as

makes it m most effecnding stra

nications ca

ked to secects

by Brand Fn brands inthis year. Tbolster its

s created ae of criteriaonment, cond services

come a prin strong is

ning forcesong countain contro

narra

ly contribus its diplom

more necesctive way ttegy that ampaign.

cure grants

Finance, shn the worldThis is put ds nation b

a nation ba of investorruption ls.

ncipal asseaddressin

s to createry brand to

ol of Egypttive

ute to matic

ssary to do goes

s and

hows , and down brand

brand ment level,

et for ng all

e a o ’s

Page 2: duction Joining forces to create a strong country brand to ...narrativesummit.com/wp-content/uploads/2018/03/Narrative-Summit... · Intro The initia regu bring pow crea The the s

appeboos

Beloas o

ealing segsting value

We havtook panation brecommcarry thCommuHany MAdminisInformaManeste(ICA), EhBusinesExpert -Strathcl

ow are the pposed to

gments ofe of exports

e compiledrt in the 20

branding. Amendations

em out. Thnication Ex

Mahmoud - strative Devtion Technerly - Indushab Mostafss Unit Dell MSc Interlyde, UK”

corporate uncontrol

f the cous, attractin

d a conside017 NarrativA committes put forwahese membxpert – CCAdministravelopment

nology – Cstry Expertfa -Technol Metra, anrnational M

image of Elable facto

untry by g tourists a

erable inpuve PR Sum

ee of experrd during t

bers includC Plus, MD ative Expert & former hairman Vt – Head oology Expend Sherif AMarketing &

Egypt and ors):

encouragiand drawin

ut providedmmit which rts has beethe summitde: Lamia K& Narrativrt – former Minister of

Vodafone Ef the Indus

ert – formebdel kade& Nation B

the factors

ng foreignng global c

d by 39 sp had a speen set up tot and examKamel - Stre PR Summ Minister of Communi

Egypt, Ibrahstrial Contrer ETIDA Hr - Brandinranding, U

s affecting

n investmconsumers

eakers whcial focus

o look at mine ways ategic

mit founderof

cations anhim EL ol Authoritead – GM g & Marke

University o

it (control

ments, .

ho on

to

r,

nd

ty

eting of

lable

Page 3: duction Joining forces to create a strong country brand to ...narrativesummit.com/wp-content/uploads/2018/03/Narrative-Summit... · Intro The initia regu bring pow crea The the s

EgypDinn

Effecstroninnobran

Key

Phasinter

Phasand

Phascom

pt’s businenie’s book ‘

ctive markng nation bvative app

nd for Egyp

aspects –

se 1: Makrnational v

se 2: Ident why?

se 3: Creamunication

ess image‘Nation Bra

eting concbrand. Theproach for pt. This pro

– First Step

ke a branisitors?

tify the tar

ate an inten and impr

e – compoanding’

cepts and e Narrativeputting tog

ocess is bro

ps:

nd promise

rget segme

ernational rovements.

onents an

techniquese PR Summgether a poken down

e – what

ent of inte

brand trac.

d contribu

s constitutmit committprocess forn as follows

t does the

ernational v

cker for Eg

uting facto

e an integtee aimed r creating as:

e Egypt b

visitors - w

gypt to me

ors, from

gral part ofto introduca strong n

brand offe

who would

easure ong

Keith

f any ce an ation

er to

d visit

going

Page 4: duction Joining forces to create a strong country brand to ...narrativesummit.com/wp-content/uploads/2018/03/Narrative-Summit... · Intro The initia regu bring pow crea The the s

Phaseven

Accointerthe bthe singstratas adrag

Therfledgand

Natiocominve

Suchwell direc

Leadpote

se 4: Idennts (Youth O

ording to Kresting exabasis of oncountry cle producttegy that isa whole. Agged down

refore, the ged nation governanc

on brandpetence to

estment an

h a strateg as centraction.

ding branential:

GDP grehalf the

Numberas of 5.3

Scale: influenti

Youth: 6for inves

Arts and

tify goldenOlympics 2

Keith Dinnample of ane high-quonstitutes

t as a defins too narrolso, if cott

n as a resu

Egyptian n-branding ce.

ing expero explore

nd immigra

y providesalised con

nds capita

ew more t figure follo

r of tourists3 million in

Egypt's laial regiona

65 per censtors

d culture: h

n opportun2023) and

nie in his ba country tality produan enorm

ning aspecowly focuson marketlt.

governme strategy i

rt Simon a country

ation, cultu

s excellentntrol and m

alize on 't

than 4 perowing the

s expectedn 2016, to o

arge popual powerho

nt of popul

heart of po

nities to g conferenc

book ‘Natiothat has atuct, Egypti

mous challct of the nased and not condition

nt should nvolving m

Anholt ofy's image: ure and he

t KPIs for pmanageme

truths' –

r cent oveArab Sprin

d to returnover 10 mill

ulation anouse

lation unde

pular Arab

enerate mces (Interna

on Brandinttempted tan cotton. lenge, by ation, thereot fully reps worsen,

instead fomultiple ar

ffers six investmen

eritage, peo

ublic and pent of visio

Egypt’s '

r the past ng

to pre-uplion visitors

nd big ec

er 30; this

b culture

motivation ational Exp

ng’, Egypt to brand it Marketingplacing e

e is the rispresentativ the nation

cus on deveas includ

dimensionnt, exportsople, and t

private secon and ov

truths' sh

two years

rising leves.

onomy m

represents

– internatpo 2027).

representtself largelg one aspeemphasis k of pursu

ve of the nn brand wi

veloping ading invest

ns of nats, governatourism.

ctors to seeverall stra

how enorm

s, compare

els, from as

means it is

s a major a

tional

ts an ly on ect of on a ing a ation ill be

a full-ment

tional ance,

ek as tegic

mous

ed to

s low

s an

asset

Page 5: duction Joining forces to create a strong country brand to ...narrativesummit.com/wp-content/uploads/2018/03/Narrative-Summit... · Intro The initia regu bring pow crea The the s

Egypfurthbran

WheEgypdividwheunmprom

Key

The appeto ex

Whe

The and

ReligionIslam to

Sports: African

pt boasts her can bending and c

en it comept's story wding Egyptn explainatched hi

mote our st

steps:

Develop“Egypt wand tou

Re-bran“Egypt,

Create negativeaimed aand theEgypt a

In a gloasset fo

key aspeealing segxports, attr

ere are we

'Where It the beauti

n: home ofoday

National tand Arab s

a great ste effectivecommunica

es to brandwhile const's story ining our cistory. Wetory.

p and comwill be perrism”

nd Egyptian Land of Oa nationa

e nation-rat changine biographnd its herit

obal markeor any coun

ect helpinggments of tract tourists

today?

All Beginsiful country

f Al Azhar

team qualsports

tory, one ely told thations strat

ding, we nidering manto smallecase. We e need to

municate arceived as

n program pportunitieal programelated be

ng the top hy of the tage etplace, a ntry.

g make athe countrs and draw

s ' motto isy worldwid

r and the

lified for W

the world hrough a tegy.

need to adatters from er messag

have ano develop

a vision for the best d

sponsoredes” m sponso

ehaviours. 10-15 negright Egy

strong nat

a nation by, encoura

w consume

s aimed at de:

most impo

World Cup;

is eager strong an

dopt a bot a macro pes and se

n unparall simple m

r Egypt’s bdestination

d by PM:

red by thThis will

gative cultptians ref

tion brand

brand be sage foreigners abroad.

promoting

ortant voic

; dominan

to hear. Td compre

ttom-up approspectiveetting out leled storymessages

randing: n for busine

he presidebe a fiveure behavlecting the

d has beco

strong is n investme.

g the Egyp

ce of mode

t force in

That storyhensive n

pproach toe. This reqminute de

y founded to effect

ess, invest

ent to cha-year prog

viours in Ee greatnes

ome a prin

to addresents, add v

ptian know

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Page 6: duction Joining forces to create a strong country brand to ...narrativesummit.com/wp-content/uploads/2018/03/Narrative-Summit... · Intro The initia regu bring pow crea The the s

In thcamwith serv

In 2madlabe

Agafacealso

Fromnatioits tebranlike Fuw

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A prEgypInstaFlat6

MeasmaSaidmadmore

Egypfacto

he past fpaigns to my Dominices.

016, the Mde productsel, which wa

inst the bae is not on

as being o

m this person brand cextile prodnds like CoKiliim Egya.

on is certater industrTele Perfo

tilingual anldwide.

romising Eptians’ potabug can c6Labs whic

anwhile, Egrtphones a

d el Feki, sde car, whie secure a

ptian compory in Ass

few yearspromote t

nican exam

Ministry of s and booas swiftly d

ackdrop of ly to succeof a higher

pective, tecan leveragucts, best ottonil or Mpt, which h

ainly not thy is one of

ormance ornd well-ed

Egyptian stential for rcount on tch was lau

gyptian coand the aspearheadch will be nd comfort

pany ‘Sicosiut, targe

s, the Minthe diversit

mple, a tou

Industry ost Egyptiadismissed

a foreign essfully prr quality.

extile produge. For yeaknown for Mobacco Chas revived

e only induf the most r Naos do,ducated E

tart-up ecrisk-taking the supponched in C

ompanies utomotive ed an am the Egypttable.

’ is manufaeting the l

nistry of Tty of tourisrism motto

launched an brands on social m

currency cromote loc

ucts are unars, Egypt the premiuCottons. Ad the once

ustry that spowerful s Orange Egyptians t

cosystem h and entrert of efficie

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started to industry. bitious protian versio

acturing Elocal mar

Tourism lasm in Egy

o is not eas

a campaigunder the

media.

crisis, the ccal produc

ndeniably has been um quality

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shows off Esectors. AsEgypt emplto support

has startedepreneurshent incubane 2011.

break intAn Egyptioject to prn of the tu

gyptian-maket as we

aunched mpt. But as sy to apply

gn to prom 'Proudly M

challenge tcts as bein

a key asserecognized of its cottorecently, ng kilim-mak

Egyptian ta many Freloys thoust internatio

d to emerhip. Egyptiaators, like

to new maan entreproduce a 1uktuk (auto

ade smartell as Afr

many insp we have y on goods

mote EgypMade in E

these initiag cheaper

et the Egyd worldwidon and pop

new busineking indust

alents. Thench compaands of yo

onal custo

rge, unleasan startupsinnovation

arkets sucreneur, Ah100% Egypo rickshaw)

phones in ican coun

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their ntries.

Page 7: duction Joining forces to create a strong country brand to ...narrativesummit.com/wp-content/uploads/2018/03/Narrative-Summit... · Intro The initia regu bring pow crea The the s

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Page 8: duction Joining forces to create a strong country brand to ...narrativesummit.com/wp-content/uploads/2018/03/Narrative-Summit... · Intro The initia regu bring pow crea The the s

Suchtourirate a favtrave

How

First manimprthe apriceprovand routenega

The themtourithe h

An incounmedclinchis JFollothree

Alsointercabi

Crea

It is Egyp

h companiist attractio services tovorite holielling that

w to deal w

thing tourners of t

ression abart of dealies should bvided and m effort of ses for touative impre

behaviourm to return ists in a friehigher the

nspiring exntry abroadal in Judoching goldJapanese owing thate-fold.

o, Egypt arnational imnet or milli

ate arts an

particularlpt and its

ies must dons and eo all typesday destinmake it a g

with tourist

rists talk athe countrout that cing with tobe set for tmaps and gearching frist visits s

ession abo

r of locals back. Egyendly and number of

xample of had is Olym at the Los

d had he opponent t incident,

nd Liverpomage is bions of Egy

nd cultural

ly importan ancient h

deliver a mntertainme

s of visitorsnation, incgreat choic

ts

bout whenry's localsountry. Thurists. Toutourist prodguide bookor locationshould be ut some lo

s towards ypt needs t pleasant mf visitors it c

how good mpic chams Angeles played owho had the numb

ool star Melieved toyptians.

l content

nt to createhistory. Cu

message tent activities, while focluding its ce for budg

n they are s, deliverinhis makes rists need ducts, safeks should ns they see followed

ocations or

tourists is to offer tramanner. Thcan draw.

manners cmpion Moh

Game in 1on what been favo

ber of Jap

Mohamed be tantam

e arts andulture best

that Egyptes and thacusing on kbeautiful w

get travele

back to thng either it significato feel saf

e and easybe offeredek to visit tto steer c

behaviors

one of thining proghe better t

can promotamed Ras984. Rashhe deemeoring his

panese tou

Salah's romount to e

cultural ct expresse

boasts a at the counkey factorswhether a

ers.

heir home ca positiv

antly impore and invu transporta to spare tthemselveclear of gis.

he things trams on hohe country

te a positivshwan whwan was oed the wright leg urists visiti

ole in promefforts mad

content thaes countrie

wide arrantry offers s making End low co

countries ive or negrtant to m

ulnerable. Fation shouourists the

es. Also, priving touris

that encouow to dealy's reputati

ve image oo won a son the verg

weaker sidafter an ining Egypt

moting Egde by a w

at best pores' history

ay of first-

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s the ative aster Fixed ld be

e time re-set sts a

urage l with ion is

of the silver ge of

de of njury. rose

gypt's whole

trays and

Page 9: duction Joining forces to create a strong country brand to ...narrativesummit.com/wp-content/uploads/2018/03/Narrative-Summit... · Intro The initia regu bring pow crea The the s

idenand the nhistopres

Egyptowacultuinstitcultuente

The

Loca

1

2

3

4

5

6

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tity, drawi experiencnational idory that nesent time a

ptian indivards consoural heritagtutions (Al-ural seminertainment

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dentity andeeds to bend one tha

iduals, indolidating ouge from ge-Azhar andnars, cultuindustry (fi

dustry in p

ng:

gyptian govng license mechanis

e and maintovernment tion mater

ew investmvestors by sh a businestors, incluup an induble investns. inistry of

ce, at the Inthorities in

ate custome outstandiadio and Tst citizens

ng industrysing camppets, cloth

ge of the by the po

d Egypt boae promote

at can easi

dependent ur culture aeneration d the Copural centeilms, plays

romoting E

vernment s in a bid tm is beingtenance ce has takenials and spent law cr allowing ess at one

uding trainiustrial invement opp

Industry pndustrial M charge o

ms regulatng payme

TV campaigs, workers locally an

paigns shohes, spinn

past and ppulation. asts the ric

ed and rebly reach o

organistioand arts byto generattic Orthod

ers, medias, series, ex

Egypt as a

has drafteto develop g developeenters of lon a numbepare parts.reates a on them to stop. Alsong person

estment mportunities,

provides trModernizatiof promoti

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ning and w

present, traCulture plachest and branded inur target a

ons and they preservintion througox Church

a (TV, radxhibitions).

an investm

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finish all o, a numbenel. ap that in industria

aining to on Centre.ng exports

lace to ghe governmd be carrievestors abas. ganized forweaving,

aditions, cays a key most impo

n a manneaudience.

e governmng and hangh supporth) , schoolsdio and p

ment-friend

o facilitateustries. litate issuiies. ing decisio

op which m procedurr of benefi

troduces ial complex

personnel. s to be in

uarantee ment easilyed out to rabout the

r national marble, et

customs, varole in sha

ortant cultuer befitting

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ng license

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Page 10: duction Joining forces to create a strong country brand to ...narrativesummit.com/wp-content/uploads/2018/03/Narrative-Summit... · Intro The initia regu bring pow crea The the s

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into naturoreign inve

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producegyptian res

even if the large facy authority

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