International Location Brand Positioning

This research was conducted to establish a detailed benchmarking of best practices around the world by reviewing and analysing symbols, icons, imageries and their applications as used by countries as part of their identities. The purpose of this research was to establish a framework for the development of a visual identity for Hong Kong.

The study reviewed brands in countries throughout Asia, Europe and the Americas and concluded that Australia, Britain, Canada and New Zealand have the strongest national brand programs.

Upon review of the countries with a strong national brand program, in each case design excellence is a priority and it is placed high on the country's national agenda with the government or a government-mandated corporation clearly in charge of its oversight. For example, to ensure use of its national brand is strictly controlled, New Zealand has established a licensing system which is operated as a corporation with its own chief executive. Other countries have established similar strict controls to maintain the quality of their national brand.

This study also finds that all brand-building initiatives are multi-year, multi-media campaigns with consistent messages. For example, the strong Canadian campaign was created in 1970 and is still in operation.