Many countries have brands that over time have come to contribute to their image around the world. We refer to these sources of pride as Ambassador Brands for their country of origin.
Ambassador Brands do not have to be the biggest or most valuable brands in their respective countries, but they must have significant presence in several other countries, or among foreign visitors to their country. Ideally these brands are noteworthy enough to have generated positive press and social media coverage.
That said, frequently here are some examples of some brands that have become Ambassador Brands for their country of origin.
Austria
Swarovski, a lead glass (known as crystals) brand, is a globally famous Austrian brand. Daniel Swarovski founded the company in 1895 with the vision “to make a diamond for everyone” by making crystals affordable. The company is still a family owned business today with a global reach of approximately 3000 stores in 170 countries, and more than 29’000 employees.
Swarovski helps build Austria´s reputation for producing the world’s finest crystal through their products and the press coverage it has received internationally for its multiple awards and recognition. For example, in addition to be ranked as one of Austria´s Top 10 Strongest Brands and one of the Top 50 Most Searched for Luxury Brands in Brazil, China, USA and Russia, Nadja Swarovski received wide international coverage for winning the Business Leader of the Year Award at the Positive Luxury 2020 Awards and the brand was included in the SB Influencer Top 100 (the top 100 companies shaping the sustainability agenda through social media).
Canada
Cirque du Soleil is a Montreal-based entertainment company and the largest contemporary circus producer in the world.
Cirque du Soleil expanded rapidly and how has 19 shows in over 300 cities on every continent except Antarctica. The company employs 4,900 people from 50 countries and generates an annual revenue of approximately US$1 billion. The multiple permanent Las Vegas shows alone play to more than 9,000 people a night, 5% of the city's visitors, adding to the over 100 million people who have seen Cirque du Soleil productions worldwide.
This entertainment company Cirque du Soleil outperformed all other Canadian companies to earn the number one ranking in the fifth annual 2019 Canada RepTrak® 50, the largest corporate reputation study ever conducted in Canada.
Moreover, their business model has been the subject of multiple case studies, article and books, and its creations have received numerous prizes and distinctions, including three Drama Desk Awards; seven Primetime Emmy Awards, multiple Gemini Awards, a Daytime Emmy Award, a Juno Award, and a star on the Hollywood Walk of Fame.
Denmark
Around the world Denmark’s Lego is a favorite toy, ranking high every year on children´s wish lists for Christmas, casting a favorite light on this brand’s country of origin.
The British Association of Toy retailers selected Lego as the Toy of the Century in year 2000, ahead of teddy Bear, Action Man and Barbie. The Lego Brand also won Multiple Toy of Year awards over the years in multiple countries. For example, in 2019 Lego won four Toy of the Year awards in three categories (Construction, Specialty and STEM) at the New York Toy Fair.
Founded in Denmark in 1932, Lego today is the most valuable toy brand in the entire world. The company is still owned by the founder’s Kirk Kristiansen family. Lego is now worth $7.6 billion (€6.7 billion), according to Brand Finance 2018 report.
France
France is the undisputed most popular tourist destination in the world. Furthermore, France´s name is associated with luxury fashion and beauty products.
For as far back as the 18th century, French designers have created many of the most renowned and coveted brands in the world, which together have served to build the country brand´s image.
In the case of this last country offer a short list of Ambassador Brands for France, to name just a few: Louis Vuitton, Cartier, Chanel, Dior, Saint Laurent and Hermes.
Four of the world’s Top 6 luxury brands are from France.
The Top 6 Most Luxury brands in the world are:
· Louis Vuitton – 39.3 mil millones de dólares. France.
· Gucci – 18.6 mil millones de dólares. Italy.
· Hermès – 18.1 mil millones de dólares. France.
· Cartier – 10.7 mil millones de dólares. France
· Rolex – 9.1 mil millones de dólares. Switzerland.
· Chanel – 9 mil millones de dólares. France.
Don´t get me wrong, luxury fashion brands alone did not make France the country brand that it is today, but they all have definitely made a significant contribution to the country’s image.
Germany
Germany enjoys the world’s best manufacturer reputation. This is understandable considering that the country has five iconic automotive global brands that have help built the country´s manufacturing reputation: Mercedes-Benz, VW, BMW, Audi and Porsche. Although Interbrand rates Mercedes-Benz has the most valuable brand in Germany, VW, BMW, Audi, Porsche brands are as much globally appreciated as Mercedes-Benz.
The Netherlands
Heineken beer has been boosting the Netherlands image for years. Heineken Lager beer is the flagship brand of Heineken International. It was first brewed in the Netherlands in 1868. Today this Dutch brand is brewed in 40 different breweries in 39 countries and is the third most valuable beer brand in the world, according to Brand Finance Beer Brands ranking 2019.
South Korea
Samsung is the most valuable Korean brand, according to the Interbrand’s report Best Global Brands as well as the sixth most valuable Brand in the world, according to Interbrand’s Best Global Brands.
Samsung Electronics has assembly plants and sale networks in 80 countries and employs around 308,000 people worldwide. It us the world’s largest manufacturer of consumer electronics by revenue. Size aside, this brand shines a bright light on South Korea´s reputation thanks to this brand´s well publicized 2019 international awards recognizing its commitment to pursuing sustainable recycling, upcycling and waste management practices.
Spain
With over 7,000 stores worldwide Zara is the world’s largest fast fashion retailer.
In 1975 Amancio Ortega opened the first Zara store in a small town in Spain. His business model soon disrupted the fashion industry by converting the latest catwalk fashion designs into mass-produced goods at an affordable price, winning the hearts and minds of millions of consumers.
Today Zara is the world´s 25th most valuable brand, according to the Interbrand’s report Best Global Brands 2018. Zara is the main brand of Inditex fashion group.
Sweden
The world’s largest furniture retailer IKEA was founded in Sweden in the 1940s by Ingvar Kamprad. IKEA became a market leader by disrupting the furniture market with the introduction of flat-pack furniture that customers assemble on their own.
Apparently, it was a brilliant idea. Now IKEA operates 422 stores in more than 50 markets. In 2018, the IKEA retail business generated $43.3 billion (€38.8 billion) in sales.
Switzerland
The multinational food and drink company Nestle continues to reign as the most valuable brand in Switzerland, according to Brand Finance’s 2019 report.
It is also one of the best-known Swiss brands in the world. Two other Nestle brands have also become ambassadors for the county brand. The international brand of seasonings Maggi and Nescafe, product brands owned by Nestle, are also in the Top 10 Most Chosen Consumer Brands in the World, according to Kantar ´s Brand 2019 report.
In closing the Country Brand /Product Brand relationship works both ways. Product and service brands like these inject value to the country brand, and a strong country brand can add value to products and services.
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