![Page 1: Shaping Brand - webunwto.s3.eu-west-1.amazonaws.com](https://reader031.vdocuments.net/reader031/viewer/2022012509/6186281ad90b2a69ec52de14/html5/thumbnails/1.jpg)
![Page 2: Shaping Brand - webunwto.s3.eu-west-1.amazonaws.com](https://reader031.vdocuments.net/reader031/viewer/2022012509/6186281ad90b2a69ec52de14/html5/thumbnails/2.jpg)
Shaping Brand Africa for the future
15 June. Windhoek - Namibia / Confidential.
![Page 3: Shaping Brand - webunwto.s3.eu-west-1.amazonaws.com](https://reader031.vdocuments.net/reader031/viewer/2022012509/6186281ad90b2a69ec52de14/html5/thumbnails/3.jpg)
AboutInterbrand
Why do destinationsneed a brand?
Brand Africaroadmap
33
Agenda
Brand Africa: open debate and discussion Interbrand’s
experienceand cases
![Page 4: Shaping Brand - webunwto.s3.eu-west-1.amazonaws.com](https://reader031.vdocuments.net/reader031/viewer/2022012509/6186281ad90b2a69ec52de14/html5/thumbnails/4.jpg)
About Interbrand
![Page 5: Shaping Brand - webunwto.s3.eu-west-1.amazonaws.com](https://reader031.vdocuments.net/reader031/viewer/2022012509/6186281ad90b2a69ec52de14/html5/thumbnails/5.jpg)
HMKM
We’re a global communityof customers, clients, thinkers, makers.
JohannesburgLondonMadrid
Melbourne
AucklandBuenos Aires
CincinnatiCologne
MilanoMumbai
New YorkSao Paulo
SeoulShangaiSydneyTokyo
![Page 6: Shaping Brand - webunwto.s3.eu-west-1.amazonaws.com](https://reader031.vdocuments.net/reader031/viewer/2022012509/6186281ad90b2a69ec52de14/html5/thumbnails/6.jpg)
The world’s leading brand consultancy
Source: Financial Times
Most valuableranking for CEOs3rd
![Page 7: Shaping Brand - webunwto.s3.eu-west-1.amazonaws.com](https://reader031.vdocuments.net/reader031/viewer/2022012509/6186281ad90b2a69ec52de14/html5/thumbnails/7.jpg)
Founded in 2000 in London.
Insight experts and co-creation masters.
C Space have been working with major B2B and B2C businesses across the world to help them harness the power of the collectiveto build disruptive solutions.
7
LONDONNEW YORKSAN FRANCISCOMEXICO
CO-CREATIONOPEN INNOVATIONONLINE COMMUNITIESETHNOGRAPHYINNOVATION
![Page 8: Shaping Brand - webunwto.s3.eu-west-1.amazonaws.com](https://reader031.vdocuments.net/reader031/viewer/2022012509/6186281ad90b2a69ec52de14/html5/thumbnails/8.jpg)
Experian – Innovation sprints to localize products in South Africa
Orange – Rethinking connectivity in Morocco, Ivory Coast and Senegal
8
MIP– Making academia attractive to people in Ghana, Niger, Nigeria, and Algeria
Oriflame– Exploring beauty in Nigeria and Morocco
Facebook – Segmenting news readers, incl. South Africa, Nigeria and Kenya
Uber – Realigning the onboarding experience in Egypt and South Africa
Google – Localising their product portfolio in Egypt, Algeria, and Morocco
Sanofi – Supporting people with Diabetes in South Africa
Pepsi – Uncovering the next global trends in Sub-Sahara markets
Coca Cola – Inform NPD with audiences from South Africa and Kenya
Herbalife – Increase brand awareness in South Africa
Zurich – Creating new propositions for women in Sub-Sahara markets
We’ve got experience in connecting brands to Africa through digital research
![Page 9: Shaping Brand - webunwto.s3.eu-west-1.amazonaws.com](https://reader031.vdocuments.net/reader031/viewer/2022012509/6186281ad90b2a69ec52de14/html5/thumbnails/9.jpg)
9
Clients partner with us to build their brands and
grow their businesses
![Page 10: Shaping Brand - webunwto.s3.eu-west-1.amazonaws.com](https://reader031.vdocuments.net/reader031/viewer/2022012509/6186281ad90b2a69ec52de14/html5/thumbnails/10.jpg)
9
We have historically demonstrated how strong brands deliver superior business growth
0
100
200
300
400
500
600
S&P 500
2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017
Source: Interbrand analysis with data sourced from Thomson Reuters and Best Global Brands
20192018
![Page 11: Shaping Brand - webunwto.s3.eu-west-1.amazonaws.com](https://reader031.vdocuments.net/reader031/viewer/2022012509/6186281ad90b2a69ec52de14/html5/thumbnails/11.jpg)
Brands are more importantthan they’veever been
2019
2,130,929 $m
2001
988,287 $m
TOP 100 BRANDSTOTAL GLOBAL VALUE
![Page 12: Shaping Brand - webunwto.s3.eu-west-1.amazonaws.com](https://reader031.vdocuments.net/reader031/viewer/2022012509/6186281ad90b2a69ec52de14/html5/thumbnails/12.jpg)
But the rules have changed
The top 20 fastest growing brands in the last 5 years over index in the Brand Strength factors of Relevance and Responsiveness. Re
spon
siven
ess
Rele
vanc
e
![Page 13: Shaping Brand - webunwto.s3.eu-west-1.amazonaws.com](https://reader031.vdocuments.net/reader031/viewer/2022012509/6186281ad90b2a69ec52de14/html5/thumbnails/13.jpg)
Today,people’s expectations are moving faster than businesses
We are more informed, more connected and much moredemanding of experiences.
![Page 14: Shaping Brand - webunwto.s3.eu-west-1.amazonaws.com](https://reader031.vdocuments.net/reader031/viewer/2022012509/6186281ad90b2a69ec52de14/html5/thumbnails/14.jpg)
Destination brands should be less about defining whatthey stand for and more about determining whereand how they should go next
Our beliefaboutdestinationbranding
![Page 15: Shaping Brand - webunwto.s3.eu-west-1.amazonaws.com](https://reader031.vdocuments.net/reader031/viewer/2022012509/6186281ad90b2a69ec52de14/html5/thumbnails/15.jpg)
15
Iconic MovesAlter the
CompetitiveLandscape
Capture People’sImagination
TM
![Page 16: Shaping Brand - webunwto.s3.eu-west-1.amazonaws.com](https://reader031.vdocuments.net/reader031/viewer/2022012509/6186281ad90b2a69ec52de14/html5/thumbnails/16.jpg)
Shift customerexpectations
Force internal commitment to change
Generateexceptionalresults
Createa monopolywindow
The 4 effects of Iconic MovesTM
![Page 17: Shaping Brand - webunwto.s3.eu-west-1.amazonaws.com](https://reader031.vdocuments.net/reader031/viewer/2022012509/6186281ad90b2a69ec52de14/html5/thumbnails/17.jpg)
EconomicsSizing, prioritisingand de-risking opportunities.
BusinessUnlike design agencies, we don’t simply create -we identify and size business opportunities and deliver tangible actions to realise them.
Human TruthsExploring thechanging world of customers.
PeopleUnlike research agencies, we don’t just gather intelligence - we design and deliver businessgrowth roadmaps.
ExperiencesCreating meaningfulinteractions with customers.
InteractionsUnlike management consultancies, we don’t only consider the business angle – we understand customers, and build experiences they wantto be part of.
Interbrand Thinking
![Page 18: Shaping Brand - webunwto.s3.eu-west-1.amazonaws.com](https://reader031.vdocuments.net/reader031/viewer/2022012509/6186281ad90b2a69ec52de14/html5/thumbnails/18.jpg)
18
40+ years making Iconic Moves
![Page 19: Shaping Brand - webunwto.s3.eu-west-1.amazonaws.com](https://reader031.vdocuments.net/reader031/viewer/2022012509/6186281ad90b2a69ec52de14/html5/thumbnails/19.jpg)
19
Experts in destination branding
![Page 20: Shaping Brand - webunwto.s3.eu-west-1.amazonaws.com](https://reader031.vdocuments.net/reader031/viewer/2022012509/6186281ad90b2a69ec52de14/html5/thumbnails/20.jpg)
20
Red Dot Award - Agency of the year 2020
![Page 21: Shaping Brand - webunwto.s3.eu-west-1.amazonaws.com](https://reader031.vdocuments.net/reader031/viewer/2022012509/6186281ad90b2a69ec52de14/html5/thumbnails/21.jpg)
Why do destinationsneed a brand?
![Page 22: Shaping Brand - webunwto.s3.eu-west-1.amazonaws.com](https://reader031.vdocuments.net/reader031/viewer/2022012509/6186281ad90b2a69ec52de14/html5/thumbnails/22.jpg)
![Page 23: Shaping Brand - webunwto.s3.eu-west-1.amazonaws.com](https://reader031.vdocuments.net/reader031/viewer/2022012509/6186281ad90b2a69ec52de14/html5/thumbnails/23.jpg)
![Page 24: Shaping Brand - webunwto.s3.eu-west-1.amazonaws.com](https://reader031.vdocuments.net/reader031/viewer/2022012509/6186281ad90b2a69ec52de14/html5/thumbnails/24.jpg)
Adresse in Berlin
Where would you transfer your moneywithout doubt or hestitation?
Hotel Altiplano, C/ Revolución 13, LA PAZ
![Page 25: Shaping Brand - webunwto.s3.eu-west-1.amazonaws.com](https://reader031.vdocuments.net/reader031/viewer/2022012509/6186281ad90b2a69ec52de14/html5/thumbnails/25.jpg)
Designed in California
Designed in California
Designed in Poland
Which product represents moreinnovation?
![Page 26: Shaping Brand - webunwto.s3.eu-west-1.amazonaws.com](https://reader031.vdocuments.net/reader031/viewer/2022012509/6186281ad90b2a69ec52de14/html5/thumbnails/26.jpg)
Hi, we are a from Idaho
Hi, we are a from London
Which team do you considermore creative?
![Page 27: Shaping Brand - webunwto.s3.eu-west-1.amazonaws.com](https://reader031.vdocuments.net/reader031/viewer/2022012509/6186281ad90b2a69ec52de14/html5/thumbnails/27.jpg)
Branded destinations carry clear perceptions
and are well positioned in people’s minds.
Why do destinations need a brand?
![Page 28: Shaping Brand - webunwto.s3.eu-west-1.amazonaws.com](https://reader031.vdocuments.net/reader031/viewer/2022012509/6186281ad90b2a69ec52de14/html5/thumbnails/28.jpg)
#1. Because destinations compete with one another
Why do destinations need a brand?
For investors For residents For tourists For multipliers
![Page 29: Shaping Brand - webunwto.s3.eu-west-1.amazonaws.com](https://reader031.vdocuments.net/reader031/viewer/2022012509/6186281ad90b2a69ec52de14/html5/thumbnails/29.jpg)
#2. Because destinations need to focus and own a conceptual territory
Why do destinations need a brand?
Wild Wild
![Page 30: Shaping Brand - webunwto.s3.eu-west-1.amazonaws.com](https://reader031.vdocuments.net/reader031/viewer/2022012509/6186281ad90b2a69ec52de14/html5/thumbnails/30.jpg)
#3. Because destinations need to involve and move people
Why do destinations need a brand?
![Page 31: Shaping Brand - webunwto.s3.eu-west-1.amazonaws.com](https://reader031.vdocuments.net/reader031/viewer/2022012509/6186281ad90b2a69ec52de14/html5/thumbnails/31.jpg)
#4. Because destinations need to communicate efficiently and effectively
Why do destinations need a brand?
Great destinationGreat destination
The Destination
![Page 32: Shaping Brand - webunwto.s3.eu-west-1.amazonaws.com](https://reader031.vdocuments.net/reader031/viewer/2022012509/6186281ad90b2a69ec52de14/html5/thumbnails/32.jpg)
#1. Compete more
effectively
Branding allow destinations to:
#2. Focus on what
matters
#3. Onboard all
relevant stakeholders
#4. Create positive
rumour
![Page 33: Shaping Brand - webunwto.s3.eu-west-1.amazonaws.com](https://reader031.vdocuments.net/reader031/viewer/2022012509/6186281ad90b2a69ec52de14/html5/thumbnails/33.jpg)
How do destinationbrands do this?
![Page 34: Shaping Brand - webunwto.s3.eu-west-1.amazonaws.com](https://reader031.vdocuments.net/reader031/viewer/2022012509/6186281ad90b2a69ec52de14/html5/thumbnails/34.jpg)
What image do you haveof Silicon Valley?
![Page 35: Shaping Brand - webunwto.s3.eu-west-1.amazonaws.com](https://reader031.vdocuments.net/reader031/viewer/2022012509/6186281ad90b2a69ec52de14/html5/thumbnails/35.jpg)
High tech, nerds and lots of innovative ideasand loads of money/investment
![Page 36: Shaping Brand - webunwto.s3.eu-west-1.amazonaws.com](https://reader031.vdocuments.net/reader031/viewer/2022012509/6186281ad90b2a69ec52de14/html5/thumbnails/36.jpg)
Are you familiar with the logo ofSilicon Valley?
![Page 37: Shaping Brand - webunwto.s3.eu-west-1.amazonaws.com](https://reader031.vdocuments.net/reader031/viewer/2022012509/6186281ad90b2a69ec52de14/html5/thumbnails/37.jpg)
Observation 1
Destination Branding isnot about the logo.
![Page 38: Shaping Brand - webunwto.s3.eu-west-1.amazonaws.com](https://reader031.vdocuments.net/reader031/viewer/2022012509/6186281ad90b2a69ec52de14/html5/thumbnails/38.jpg)
What image do you haveof Las Vegas?
![Page 39: Shaping Brand - webunwto.s3.eu-west-1.amazonaws.com](https://reader031.vdocuments.net/reader031/viewer/2022012509/6186281ad90b2a69ec52de14/html5/thumbnails/39.jpg)
Gambling, parties, night life, bright lights, easy living…
![Page 40: Shaping Brand - webunwto.s3.eu-west-1.amazonaws.com](https://reader031.vdocuments.net/reader031/viewer/2022012509/6186281ad90b2a69ec52de14/html5/thumbnails/40.jpg)
Have you ever been to Las Vegas?
![Page 41: Shaping Brand - webunwto.s3.eu-west-1.amazonaws.com](https://reader031.vdocuments.net/reader031/viewer/2022012509/6186281ad90b2a69ec52de14/html5/thumbnails/41.jpg)
Observation 2
Destination brands tell stories that we all know, regardless of whether we’ve been there or not.
![Page 42: Shaping Brand - webunwto.s3.eu-west-1.amazonaws.com](https://reader031.vdocuments.net/reader031/viewer/2022012509/6186281ad90b2a69ec52de14/html5/thumbnails/42.jpg)
What image do you haveof Galapagos?
![Page 43: Shaping Brand - webunwto.s3.eu-west-1.amazonaws.com](https://reader031.vdocuments.net/reader031/viewer/2022012509/6186281ad90b2a69ec52de14/html5/thumbnails/43.jpg)
Pure nature, wilderness, giant turtles andmonsterous lizards
![Page 44: Shaping Brand - webunwto.s3.eu-west-1.amazonaws.com](https://reader031.vdocuments.net/reader031/viewer/2022012509/6186281ad90b2a69ec52de14/html5/thumbnails/44.jpg)
Do you know where the Galapagos islands are located?
![Page 45: Shaping Brand - webunwto.s3.eu-west-1.amazonaws.com](https://reader031.vdocuments.net/reader031/viewer/2022012509/6186281ad90b2a69ec52de14/html5/thumbnails/45.jpg)
Observation 3
Destination brands tell stories regardless of their geographical location.
![Page 46: Shaping Brand - webunwto.s3.eu-west-1.amazonaws.com](https://reader031.vdocuments.net/reader031/viewer/2022012509/6186281ad90b2a69ec52de14/html5/thumbnails/46.jpg)
Destination brands don‘t need
1. A logotype2. First-hand experiences3. A clear location
![Page 47: Shaping Brand - webunwto.s3.eu-west-1.amazonaws.com](https://reader031.vdocuments.net/reader031/viewer/2022012509/6186281ad90b2a69ec52de14/html5/thumbnails/47.jpg)
Destination brands need…
An iconic story that key stakeholders believe and desire.
![Page 48: Shaping Brand - webunwto.s3.eu-west-1.amazonaws.com](https://reader031.vdocuments.net/reader031/viewer/2022012509/6186281ad90b2a69ec52de14/html5/thumbnails/48.jpg)
The key to success in branding
To consistently deliver a promise over time
![Page 49: Shaping Brand - webunwto.s3.eu-west-1.amazonaws.com](https://reader031.vdocuments.net/reader031/viewer/2022012509/6186281ad90b2a69ec52de14/html5/thumbnails/49.jpg)
Example:
Promise: excess and over-the-top luxury
![Page 50: Shaping Brand - webunwto.s3.eu-west-1.amazonaws.com](https://reader031.vdocuments.net/reader031/viewer/2022012509/6186281ad90b2a69ec52de14/html5/thumbnails/50.jpg)
Consistently delivering this promise over time
Gold bar ATMMay 2010
First Armani Hotelin tallest tower Burj KhalifaJan 2010
Only 7-star hotel Burj Al ArabDec 1999
Largest indoor ski slopeMall of the EmiratesNov. 2005
World’s fastest police carBugatti VeyronMarch 2017
Supercars join police fleetLamborghini AventadorMarch 2013
Palm island with first monorail in Middle East June 2009
Highest Tennis courtTop of the Burj Al ArabOct 2009
Largest indoor theme parkIMG Worlds of AdventureSept 2016
Multi park conceptDubai ParksDec 2016
![Page 51: Shaping Brand - webunwto.s3.eu-west-1.amazonaws.com](https://reader031.vdocuments.net/reader031/viewer/2022012509/6186281ad90b2a69ec52de14/html5/thumbnails/51.jpg)
Brand Africaroadmap
![Page 52: Shaping Brand - webunwto.s3.eu-west-1.amazonaws.com](https://reader031.vdocuments.net/reader031/viewer/2022012509/6186281ad90b2a69ec52de14/html5/thumbnails/52.jpg)
The objective
To create a Brand Africa initiative and roadmap to expandthe brand’s visibility and contribute to change the visionand perception on the continent, based on agreed and shared brand values.
52
![Page 53: Shaping Brand - webunwto.s3.eu-west-1.amazonaws.com](https://reader031.vdocuments.net/reader031/viewer/2022012509/6186281ad90b2a69ec52de14/html5/thumbnails/53.jpg)
53
This is not (just) aboutcreating a logo for Africa
But developing Africa’sglobal narrative and trajectory
for the future
The approach
![Page 54: Shaping Brand - webunwto.s3.eu-west-1.amazonaws.com](https://reader031.vdocuments.net/reader031/viewer/2022012509/6186281ad90b2a69ec52de14/html5/thumbnails/54.jpg)
54
An advertising campaign won’t makeus significantly more engaging…
But promoting positive storiesand successful experiences
about Africa will
The approach
![Page 55: Shaping Brand - webunwto.s3.eu-west-1.amazonaws.com](https://reader031.vdocuments.net/reader031/viewer/2022012509/6186281ad90b2a69ec52de14/html5/thumbnails/55.jpg)
55
This is not a theoretical plan… But a transformational journeyto maximize the opportunities
and progress of our society
The approach
![Page 56: Shaping Brand - webunwto.s3.eu-west-1.amazonaws.com](https://reader031.vdocuments.net/reader031/viewer/2022012509/6186281ad90b2a69ec52de14/html5/thumbnails/56.jpg)
56
This is not about findingfancy words and a slogan…
But distilling our owncharacteristic spirit and share
it with the world
The approach
![Page 57: Shaping Brand - webunwto.s3.eu-west-1.amazonaws.com](https://reader031.vdocuments.net/reader031/viewer/2022012509/6186281ad90b2a69ec52de14/html5/thumbnails/57.jpg)
The challenge
It’s not about the logo.It’s about co-creating our future.
57
![Page 58: Shaping Brand - webunwto.s3.eu-west-1.amazonaws.com](https://reader031.vdocuments.net/reader031/viewer/2022012509/6186281ad90b2a69ec52de14/html5/thumbnails/58.jpg)
6 questions for the next 10 years
How can we trulyidentify and activate Africa’smeaning in people’s heartsand minds?
How can webreak themisconceptionsassociated and current image?
How can wecreate a sustainableand competitivebrandtrajectory?
How can weincrease thecommercialpotential of theAfrica Brand?
How can wedefine, write - and activate - thenext chapter of the Africa story?
How do we putAfrica’s values and narrative at the coreof a bigger & betterexperience?
HUMAN TRUTHS ECONOMICS EXPERIENCES
![Page 59: Shaping Brand - webunwto.s3.eu-west-1.amazonaws.com](https://reader031.vdocuments.net/reader031/viewer/2022012509/6186281ad90b2a69ec52de14/html5/thumbnails/59.jpg)
6 questions for the next 10 years that respond to our agreed challenges
How can we trulyidentify and activate Africa’smeaning in people’s heartsand minds?
How can webreak themisconceptionsassociated and current image?
How can wecreate a sustainableand competitivebrandtrajectory?
How can weincrease thecommercialpotential of theAfrica Brand?
How can wedefine, write - and activate - thenext chapter of the Africa story?
How do we putAfrica’s values and narrative at the coreof a bigger & betterexperience?
HUMAN TRUTHS ECONOMICS EXPERIENCES
• Engaging the public and the private sectorsas well as local communities and thediaspora in promoting positive stories and successful experiences about Africa
• Supporting evidence-based research to better understand the perception of touristsabout Africa and to address the relatedchallenges
• Building a strong ‘Brand Africa’ in anincreasingly competitive marketplace and a constantly changing businessenvironment to unlock the tourismpotential
• Leveraging tourism as a cross-cuttingsector with high impact on the national and regional image of Africa to enhance theimage of individual destinations
• Encouraging private sector engagement in the creation and dissemination of contentand storyboards that contribute to enhancethe image of Africa
• Taking charge of its global narrative and contributing to shape Africa’s image and positioningin the world
• Enhancing digitalization to widely and effectivelypromote a positive African narrative
• Supporting tourism start-ups, innovation and thecreative industries, including gastronomy, to enhance the image of the region and itsdestinations
• Working towards a set of common brand valuesand actions that can support the positioning of Africa and enhance tourism development
![Page 60: Shaping Brand - webunwto.s3.eu-west-1.amazonaws.com](https://reader031.vdocuments.net/reader031/viewer/2022012509/6186281ad90b2a69ec52de14/html5/thumbnails/60.jpg)
We believe that grounding our work in stakeholders’ (citizens & tourists) needs
and motivations – through co-creation - is fundamental to the future success.
60
![Page 61: Shaping Brand - webunwto.s3.eu-west-1.amazonaws.com](https://reader031.vdocuments.net/reader031/viewer/2022012509/6186281ad90b2a69ec52de14/html5/thumbnails/61.jpg)
Our approach
Co-creatingwith keystakeholders
61
HUMAN TRUTHS
Shapingthe future
ECONOMICS
• How can we create a sustainable and competitive brand trajectory?
• How can we increase the commercial potential of the Africa Brand?
Showingour spirit
EXPERIENCES
• How can we define, write -and activate - the next chapter of the Africa story?
• How do we put Africa’s values and narrative at the core of a bigger & better experience?
• How can we break the misconceptions associated and current image?
• How can we truly identify and activate Africa’s meaning in people’s hearts and minds?
![Page 62: Shaping Brand - webunwto.s3.eu-west-1.amazonaws.com](https://reader031.vdocuments.net/reader031/viewer/2022012509/6186281ad90b2a69ec52de14/html5/thumbnails/62.jpg)
62
Recommended Roadmap & Action Plan
HUMAN TRUTHS ECONOMICS EXPERIENCESPHASE Co-creating
with key stakeholders(Departure Point)
Shapingthe future(Ambition)
Showing our spirit(Trajectory & Moves)
OBJECTIVE
Understand brand Africa departure point from a triple lens: brand, competitive environment & stakeholders (i.e. tourists & citizens).
Gap-perception analysis and hypothesis development.
Development of a ”People’s” Council to research/enrich/validate throughout the project.
Develop Brand Africa strategy, ambition and experience principles.
Outline a clear roadmap providing African countries with common frameworks based on agreed and shared brand values to shape and align their offering.
Identify and develop Brand Africa main assets: visual & verbal elements that integrate the experience and deliver against the defined Brand Strategy.
Identify Brand Africa potential moves to reach the ambition and deploy the roadmap.
Brand Ambassadors Program
Brand implementation and activation.
Roll-out strategy, internal activation and ongoing supervision.
KPI Tracking.
ACTIVITIES
• Kick-Off &• Information gathering and review• Stakeholder mapping & interviews• Global Quantitative Research Study• Brand Audit• Best-in-class benchmarking• Trends Analysis• Worldwide Panel of Experts• Co-creation workshops• People’s Council (ongoing live community with
local citizens and global tourists)• Findings Session & Hypothesis development
• Brand Strategy (ambition, purpose, values, positioning, experience principles, etc.)
• Brand Architecture Definition
• Brand Roadmap
• Visual Identity (logotype, typography, colour palette, etc.)
• Brand World (imagery, comms layout system, etc)
• Brand Feel• Verbal Identity (tone of voice & key
messaging)• Brand Trajectory• Identification of Brand Moves• Brand Ambassadors Program
• Offline implementation• Digital implementation• Offsite implementation• Merchandising• Sonic & Sensory Branding• Brand Guidelines (including specific digital
and communication guidelines)• Brand launch (internal & external)• Brand Marketing Plan• Roll-Out Strategy• Implementation supervision• KPI Tracking
OUTPUT
• Co-creation workshop and hypothesis development
• Findings on Brand Africa departure point• Hypothesis development
• Brand Strategy
• Brand Architecture Definition
• Brand Roadmap
• Definition of Visual & Verbal Assets• Brand Trajectory• Brand Moves• Brand Ambassadors
• 360º Brand Implementation• Brand Guidelines• Brand Marketing Plan• Roll-Out Strategy• Implementation supervision• KPI Tracking
![Page 63: Shaping Brand - webunwto.s3.eu-west-1.amazonaws.com](https://reader031.vdocuments.net/reader031/viewer/2022012509/6186281ad90b2a69ec52de14/html5/thumbnails/63.jpg)
Brand Africa: open debate & discussion
![Page 64: Shaping Brand - webunwto.s3.eu-west-1.amazonaws.com](https://reader031.vdocuments.net/reader031/viewer/2022012509/6186281ad90b2a69ec52de14/html5/thumbnails/64.jpg)
Main learning from yesterday’s workshop with CEOs
64
There’s a unified and alignedagreement on the need to create
Brand Africa
![Page 65: Shaping Brand - webunwto.s3.eu-west-1.amazonaws.com](https://reader031.vdocuments.net/reader031/viewer/2022012509/6186281ad90b2a69ec52de14/html5/thumbnails/65.jpg)
ILLUSTRATIVE
Infrastructure Untouched
Remoteness Adventure
Expensive Exclusive inclusivity
OpportunityBarrier
Brand Africa
![Page 66: Shaping Brand - webunwto.s3.eu-west-1.amazonaws.com](https://reader031.vdocuments.net/reader031/viewer/2022012509/6186281ad90b2a69ec52de14/html5/thumbnails/66.jpg)
Main discussion topics for today’s session
66
#1Turning barriers and misperceptions
into opportunities
![Page 67: Shaping Brand - webunwto.s3.eu-west-1.amazonaws.com](https://reader031.vdocuments.net/reader031/viewer/2022012509/6186281ad90b2a69ec52de14/html5/thumbnails/67.jpg)
Main discussion topics for today’s session
67
#2Africa Brand vs. Country Brands:
relationship (quid pro quo)
![Page 68: Shaping Brand - webunwto.s3.eu-west-1.amazonaws.com](https://reader031.vdocuments.net/reader031/viewer/2022012509/6186281ad90b2a69ec52de14/html5/thumbnails/68.jpg)
Main discussion topics for today’s session
68
#3Balance, roles & participation
of African Country-Brands
![Page 69: Shaping Brand - webunwto.s3.eu-west-1.amazonaws.com](https://reader031.vdocuments.net/reader031/viewer/2022012509/6186281ad90b2a69ec52de14/html5/thumbnails/69.jpg)
Main discussion topics for today’s session
69
#4Finding our unique (and
relevant) narrative
![Page 70: Shaping Brand - webunwto.s3.eu-west-1.amazonaws.com](https://reader031.vdocuments.net/reader031/viewer/2022012509/6186281ad90b2a69ec52de14/html5/thumbnails/70.jpg)
Main discussion topics for today’s session
70
#5Involving all stakeholders
(and beyond a purelytourism-driven angle)
![Page 71: Shaping Brand - webunwto.s3.eu-west-1.amazonaws.com](https://reader031.vdocuments.net/reader031/viewer/2022012509/6186281ad90b2a69ec52de14/html5/thumbnails/71.jpg)
Main discussion topics for today’s session
71
#6Having an inside-out &
outside-in approach
![Page 72: Shaping Brand - webunwto.s3.eu-west-1.amazonaws.com](https://reader031.vdocuments.net/reader031/viewer/2022012509/6186281ad90b2a69ec52de14/html5/thumbnails/72.jpg)
Main discussion topics for today’s session
72
#7Being mindful of the
resources needed to makeBrand Africa happen
![Page 73: Shaping Brand - webunwto.s3.eu-west-1.amazonaws.com](https://reader031.vdocuments.net/reader031/viewer/2022012509/6186281ad90b2a69ec52de14/html5/thumbnails/73.jpg)
Interbrand’s experienceand cases
![Page 74: Shaping Brand - webunwto.s3.eu-west-1.amazonaws.com](https://reader031.vdocuments.net/reader031/viewer/2022012509/6186281ad90b2a69ec52de14/html5/thumbnails/74.jpg)
![Page 75: Shaping Brand - webunwto.s3.eu-west-1.amazonaws.com](https://reader031.vdocuments.net/reader031/viewer/2022012509/6186281ad90b2a69ec52de14/html5/thumbnails/75.jpg)
![Page 76: Shaping Brand - webunwto.s3.eu-west-1.amazonaws.com](https://reader031.vdocuments.net/reader031/viewer/2022012509/6186281ad90b2a69ec52de14/html5/thumbnails/76.jpg)
76
![Page 77: Shaping Brand - webunwto.s3.eu-west-1.amazonaws.com](https://reader031.vdocuments.net/reader031/viewer/2022012509/6186281ad90b2a69ec52de14/html5/thumbnails/77.jpg)
ISTANBUL AIRPORT
![Page 78: Shaping Brand - webunwto.s3.eu-west-1.amazonaws.com](https://reader031.vdocuments.net/reader031/viewer/2022012509/6186281ad90b2a69ec52de14/html5/thumbnails/78.jpg)
![Page 79: Shaping Brand - webunwto.s3.eu-west-1.amazonaws.com](https://reader031.vdocuments.net/reader031/viewer/2022012509/6186281ad90b2a69ec52de14/html5/thumbnails/79.jpg)
![Page 80: Shaping Brand - webunwto.s3.eu-west-1.amazonaws.com](https://reader031.vdocuments.net/reader031/viewer/2022012509/6186281ad90b2a69ec52de14/html5/thumbnails/80.jpg)
![Page 81: Shaping Brand - webunwto.s3.eu-west-1.amazonaws.com](https://reader031.vdocuments.net/reader031/viewer/2022012509/6186281ad90b2a69ec52de14/html5/thumbnails/81.jpg)
![Page 82: Shaping Brand - webunwto.s3.eu-west-1.amazonaws.com](https://reader031.vdocuments.net/reader031/viewer/2022012509/6186281ad90b2a69ec52de14/html5/thumbnails/82.jpg)
![Page 83: Shaping Brand - webunwto.s3.eu-west-1.amazonaws.com](https://reader031.vdocuments.net/reader031/viewer/2022012509/6186281ad90b2a69ec52de14/html5/thumbnails/83.jpg)
![Page 84: Shaping Brand - webunwto.s3.eu-west-1.amazonaws.com](https://reader031.vdocuments.net/reader031/viewer/2022012509/6186281ad90b2a69ec52de14/html5/thumbnails/84.jpg)
![Page 85: Shaping Brand - webunwto.s3.eu-west-1.amazonaws.com](https://reader031.vdocuments.net/reader031/viewer/2022012509/6186281ad90b2a69ec52de14/html5/thumbnails/85.jpg)
85
![Page 86: Shaping Brand - webunwto.s3.eu-west-1.amazonaws.com](https://reader031.vdocuments.net/reader031/viewer/2022012509/6186281ad90b2a69ec52de14/html5/thumbnails/86.jpg)
![Page 87: Shaping Brand - webunwto.s3.eu-west-1.amazonaws.com](https://reader031.vdocuments.net/reader031/viewer/2022012509/6186281ad90b2a69ec52de14/html5/thumbnails/87.jpg)
![Page 88: Shaping Brand - webunwto.s3.eu-west-1.amazonaws.com](https://reader031.vdocuments.net/reader031/viewer/2022012509/6186281ad90b2a69ec52de14/html5/thumbnails/88.jpg)
![Page 89: Shaping Brand - webunwto.s3.eu-west-1.amazonaws.com](https://reader031.vdocuments.net/reader031/viewer/2022012509/6186281ad90b2a69ec52de14/html5/thumbnails/89.jpg)
![Page 90: Shaping Brand - webunwto.s3.eu-west-1.amazonaws.com](https://reader031.vdocuments.net/reader031/viewer/2022012509/6186281ad90b2a69ec52de14/html5/thumbnails/90.jpg)
![Page 91: Shaping Brand - webunwto.s3.eu-west-1.amazonaws.com](https://reader031.vdocuments.net/reader031/viewer/2022012509/6186281ad90b2a69ec52de14/html5/thumbnails/91.jpg)
![Page 92: Shaping Brand - webunwto.s3.eu-west-1.amazonaws.com](https://reader031.vdocuments.net/reader031/viewer/2022012509/6186281ad90b2a69ec52de14/html5/thumbnails/92.jpg)
![Page 93: Shaping Brand - webunwto.s3.eu-west-1.amazonaws.com](https://reader031.vdocuments.net/reader031/viewer/2022012509/6186281ad90b2a69ec52de14/html5/thumbnails/93.jpg)
![Page 94: Shaping Brand - webunwto.s3.eu-west-1.amazonaws.com](https://reader031.vdocuments.net/reader031/viewer/2022012509/6186281ad90b2a69ec52de14/html5/thumbnails/94.jpg)
![Page 95: Shaping Brand - webunwto.s3.eu-west-1.amazonaws.com](https://reader031.vdocuments.net/reader031/viewer/2022012509/6186281ad90b2a69ec52de14/html5/thumbnails/95.jpg)
![Page 96: Shaping Brand - webunwto.s3.eu-west-1.amazonaws.com](https://reader031.vdocuments.net/reader031/viewer/2022012509/6186281ad90b2a69ec52de14/html5/thumbnails/96.jpg)
![Page 97: Shaping Brand - webunwto.s3.eu-west-1.amazonaws.com](https://reader031.vdocuments.net/reader031/viewer/2022012509/6186281ad90b2a69ec52de14/html5/thumbnails/97.jpg)
![Page 98: Shaping Brand - webunwto.s3.eu-west-1.amazonaws.com](https://reader031.vdocuments.net/reader031/viewer/2022012509/6186281ad90b2a69ec52de14/html5/thumbnails/98.jpg)