Image building for trade, tourism, talent and investment
Bratislava, Slovak Republic
February 14th, 2024
Nation and City Branding Masterclass
is taking place for the first time in Central and Eastern Europe in 2024. Its aim is to bring state of the art knowledge and experience on the topic of reputation management to cities, regions, and countries in Central and Eastern Europe and the Balkans. The long-term ambition is to assist in building nation and city brand strategies across the region.
The new brand management for nations, cities and regions. How national and civic identity can be a useful foundation on which to build international engagement and a better image.
There is much confusion as to how the concepts of branding and marketing are applied to places. Govers will provide a detailed introduction to the various concepts involved and their practical implications.
For over twenty years, Anholt and Govers have advised, supported and trained the governments of more than 70 nations, cities and regions. Many of these case studies have resulted in useful learnings which will be shared in this session. Cases include the Netherlands, Austria, Mexico, amongst others.
How are Slovakia and its neighbours performing in terms of their brand image? What can be improved and how?
Anholt and Govers will present their main takeaways of the day.
is acknowledged as the leading international authority on the images of countries, cities and regions and has pioneered a wide range of evidence-based techniques for the measurement and management of these critical soft power assets. He first coined the term “nation brand” in the 1990s, although his approach to curating and enhancing place image is primarily based on policy and strategy rather than on communications: on deeds rather than messages. Simon has written six books about countries, their images and their role in the world. His latest book, The Good Country Equation: How We Can Repair the World in One Generation, was published in October 2020 and was described by Zeid Ra’ad Al Hussein, the former U.N. High Commissioner for Human Rights, as “a masterpiece”.
His talk Which country does the most good for the world? is the all-time most viewed TED Talk on Governance, with over 12 million views on TED.com and YouTube. It was also ranked as the 4th “most inspiring” talk ever by TED viewers.
In addition to his best-known research project, the Good Country Index, Anholt also produces three major global surveys tracking public perceptions of countries and cities, the Anholt-Ipsos Nation Brands Index, City Brands Index and U.S. City Brands Index, in partnership with the research group Ipsos Mori. He is Founding Editor Emeritus of the academic journal, Place Branding and Public Diplomacy and is an honorary Professor of Political Science at the University of East Anglia.
is a Senior Partner at Anholt & Co.
where he has worked on numerous assignments with the Governments of the Netherlands,
the United Arab Emirates, Kazakhstan and Qatar. He has also advised
many other administrations worldwide including the national and regional governments of Luxembourg,
three provinces in the Netherlands, and the City of Ghent.
Dr Govers is founding chairman of the International Place Branding Association and has been an adjunct or visiting scholar in Beijing, Hyderabad, Leuven, Rotterdam, London, Milan, and Dubai. He also teaches place branding on the UNESCO World Heritage at Work Master’s programme in Turin, Italy. He has written numerous papers and (co-)authored/edited five books on the topic of place branding. His award-winning book Imaginative Communities was published in English, Portuguese and Spanish. He is co-editor of the journal of Place Branding and Public Diplomacy, and is a frequent contributor to other publications including Apolitical, the World Economic Forum Agenda and The Economist Intelligence Unit Perspectives. Dr Govers co-authored the Good Country Index together with Simon Anholt in 2014.
Robert Govers has held positions in South Africa, the Netherlands, Belgium and Dubai and has a PhD and Master’s degree from Erasmus University, Rotterdam School of Management. He has been a keynote speaker at many international conferences such as the Club of Venice, Kyiv International Economic Forum, World Cities Culture Forum, European Cities Marketing, European Travel Commission, Tel Aviv Cities Summit, and the International Association of Convention Centres.