Branding Sri Lanka: identify uniqueness to market
View(s):By Sunimalee Dias
A Country Branding Index Report on Sri Lanka states the island nation is currently at the 67th position of the tourism value system among 118 countries globally. The value system underlines the country’s political freedom, stable legal environment, freedom of speech, environmental friendliness and tolerance.
This report would assist the local tourism industry to better position the country in terms of branding and marketing the destination to stand out from the rest. This report valued at US$80, 000 was donated by FutureBrand to the Centre for Research and Sustainability Studies in Tourism (CRST) as part of its commitment to Sri Lanka’s nation building. The presentation was made recently at the Cinnamon Lakeside just prior to a media conference by FutureBrand, a non-profit organisation dedicated to providing the industry with a regional resource centre with data, statistics, market intelligence and trends crucial for decision making and planning.
FutureBrand South East Asia CEO Sarah Reiter delivering a presentation said Sri Lanka’s ranking at 67 was a “wonderful achievement” but pointed out the need to identify those nations that come before and address the issue of a country that is wrought with a wrong perception overseas.
With the economic focus moving towards Asia, she pointed out that some of strongest Asia brands were Japan, Singapore and Thailand while Sri Lanka, Taiwan and Afghanistan were relatively new to the index.
The index has been around for eight years that would look at and assist countries to develop on branding their nation to market and position it better among consumers and travellers.
She explained that nation branding needs to focus on one aspect of that country without talking about everything it has. Sri Lanka needs to understand what its attributes were that would identify itself with travellers globally.
Positioned in a bad neighbourhood, Sri Lanka would be challenged to stand apart from the rest in marketing its brand image, Ms. Reiter said. For instance she pointed out that selling the people’s warmth and smile would be hypothetically something that would identify with the country’s unique hospitality.
In terms of value, Sri Lanka could also look at the wellness and balance as a good global trend to focus on in branding its image, she explained.
However, Ms. Reiter cautioned the tourism industry from inviting cheap tourism and on the other hand pointed out for a targeted “premium offer” compared to what Thailand offers in terms of budget tourism.
With a strong presence in the heritage segment the country stands to gain but there would be a danger in modernising this, she pointed out adding that in effect how to deliver the product to the consumer should be decided by those from within the country and not outside.
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