How Germany won the World Cup of Nation Branding

This Keynote Address, presented by international brand leadership expert, Dr Nikolaus Eberl (featured regularly on CNBC and in the Business Day) examines the nation branding program that Germany applied to capture the top spot in the Nation Brand Index.

From Humourless to Carefree: Transforming 82 Million in 31 Days" - The 2006 FIFA World Cup changed both the image and the character of brand Germany.

One year after the 2006 World Cup, Time Magazine titled their cover story "Germany revs up", and the Financial Times, notoriously critical of Germany, wrote admiringly of a "new economic miracle".

This Keynote Address, presented by international brand leadership expert, Dr Nikolaus Eberl (author of the bestselling book "BrandOvation: How Germany won the World Cup of Nation Branding" and the sequel "The Hero's Journey: Building a Nation of World Champions", and recently featured on Carte Blanche and CNBC), examines the nation branding program that Germany applied to convert 88% of World Cup visitors from brand agnostics to brand advocates - with such overwhelming success that Germany now

• Holds the most valuable country brand in the Nation Brand Index (NBI Q2/2008);
• Foreign tourism bookings increased by nearly one third;
• Unemployment dropped by 29%;
• Exports grew 14% year-on-year;
• Investors confidence surged to a 27-year high;
• The German Chancellor, Angela Merkel's, approval ratings the highest of any German Chancellor ever (79% in September 2007).

Key points: You will learn about:
• The transformation of Germany's brand image: From ruler to lover
• Turning “collective depression” into the most valuable nation brand
• The internal branding formula of brand Germany: Competing on Greattitude
• Delivering the 2006 brand promise: Converting citizens to brand ambassadors
• Germany's friendliness campaign: Training 100,000 service champions
• Germany as a tourist destination: Facts and figures on Germany's tourism brand
• Multiplying the reach of the FIFA World Cup: The fan festival phenomenon
• Making the World Cup sustainable: ‘Germany cashing in on Knutmania'
• Lessons for South African business 2010: Converting clients to brand advocates

Key outcomes: You will be able to:
• Identify the drivers of brand loyalty
• Understand the five levels of employee commitment
• Recognise the drivers of emotional brand engagement (EmotiVators)
• Internalise the practice of Touch-Point branding for 2010
• Activate Touch-Point branding for 2010: Converting clients to brand advocates

To view the Carte Blanche Feature on BrandOvation, please go to www.brandovation.com.

Venue

Date: 10 November 2009
Location: BrandOvation Campus, Johannesburg
Cost: R575
More info: Auckland Park

Date: 03 December 2009
Location: BrandOvation Campus, Auckland Park, Johannesburg
Cost: R575

Contact: Dr Nikolaus Eberl
Company name: BrandOvation
Telephone number: 083 270 6010 / 11
Email address