2009年7月24日 星期五

Branding Taiwan


Branding Taiwan - not so easy. Which words spring to mind when you think of...
  • HongKong: Shopping, travel center...
  • Thailand: Sunshine and smiles...
  • Malaysia: Truly Asia, beaches, cultural...
  • France: Romantic, good food....
  • Korea: Energetic, growth...
  • Taiwan?...................Hmmmmmmmmm?

We have run a 6 month survey asking local Taiwanese to describe Taiwan using 3 words of their choice. (For example: Friendly, beautiful, historic, fun, etc....) The results will be posted at the end of this year.

However, it is no surprise to us that so far, respondents' answers are quite different from each other. So what is Taiwan's brand personality? What is it we want to tell the world? How do we want the world to perceive Taiwan? In any case, to brand a country, the government (each ministry) and leading businesses must speak with a single voice. Today, there are numerous promotion campaigns with very different messages aimed at promoting Taiwan to the world. None of them are successful. ("Taiwan, Touch your heart." "Naruwan" to name a few)
So perhaps you can help. If you could describe Taiwan using only 3 words, which words would you choose?

6 則留言: