How much does it cost to improve a country's global brand?

Can a country's global brand be improved by marketing?

Do you like Luxembourg more than you did five years ago? Do you think of the Grand Duchy at all? If the answer to both those questions is ‘no’, then the Luxembourg government has wasted the $1m it spent, in 2016, on a marketing campaign to improve its global brand.

To read the rest of this article you need to sign in:

Membership ID / Email Address

Password

Don't have an account? Register here

JOIN CIPS

Not a CIPS member? Why not join CIPS to access a full range of benefits, including:

Access all areas of the CIPS Knowledge on-line library including tools and templates and Supply Management stories.
Enhance your network and get connected to a global community of 120,000 in 150 countries.
Stay in touch and up to date through member only events and branch meetings.
Annual subscription to Supply Management magazine.
10 per cent discount on all training courses, workshops, seminars and conferences.
Up to 15 per cent discount on books from the CIPS book store, including course books and a range of further reading text books.

And much more. Click here to join >

Can a country's global brand be improved by marketing?

SIGN UP

JOIN CIPS