How Germany won the World Cup of Nation Branding

Course Overview

What does this course tell?
(Please note that the following overview content is from the original platform)

How Germany reinvented her Country Brand during the FIFA World Cup through Experiential Marketing and Brand Advocacy


What you'll learn:

To understand the key drivers of national Brand Image
To identify the primary Archetype of the Country Brand
To coin a Brand Promise that is genuine and authentic

In depth analysis of how Germany managed to rebrand the entire country through the 2006 FIFA World Cup - and how country brands might apply this formula to rebrand their national image. This case study is the first ever detailed analysis of the newly emerging discipline of Destination Branding through Movement Marketing and has had significant impact on Germany's tourism brand, yielding a 31% increase in international leisure tourism year-on-year and a 47% increase in business tourism for the host city of Berlin (which has also doubled the number of hotel bookings over the past five years)


We consider the value of this course from multiple aspects, and finally summarize it for you from three aspects: personal skills, career development, and further study:
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Welcome to the course "How Germany won the World Cup of Nation Branding"! In this course, you will learn how Germany managed to rebrand the entire country through the 2006 FIFA World Cup and how country brands might apply this formula to rebrand their national image.

Course Overview: This course provides an in-depth analysis of how Germany managed to rebrand the entire country through the 2006 FIFA World Cup. It covers the key drivers of national Brand Image, the primary Archetype of the Country Brand, and how to coin a Brand Promise that is genuine and authentic.

Related Learning Suggestions: This course is a great starting point for anyone interested in learning more about Destination Branding and Movement Marketing. It also provides a great foundation for those interested in learning more about the key drivers of national Brand Image, the primary Archetype of the Country Brand, and how to coin a Brand Promise that is genuine and authentic.