Simon Anholt, The good country equation: how we can repair the world in one generation
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BOOK REVIEW
Simon Anholt, The good country equation: how we can repair the world in one generation Berrett-Koehler Publishers, Inc., Oakland, CA, 2020, 258 pages, www.bkconnection.com, ISBN: 978-1-5230-8961-1, U.S. $19.95 Francisco Conejo1 Accepted: 10 September 2020 © Springer Nature Limited 2020
traditional efforts do help in developing a country’s brand, what truly counts are its actions within the international community. As the author indicates, p. 14, Bragging about your own country, which is what governments so often end up doing, is like a standup comedian who goes on stage and tells the audience how funny he or she is. Don’t tell them to laugh. Be funny. And likewise, for countries: Don’t tell them to admire you. Be admirable.
The notion of branding nations, regions, and cities gained prominence in the late 1990s. Its rationale was that having a strong brand gave places an advantage, be it in terms of exports, or to attract tourism, foreign investment, and talent. A number of different place branding approaches have been suggested over the years since. These include emphasizing tourism and export flagships, as well as international marketing communications and PR campaigns. Building on his 20+ years of experience as an advisor to countries around the word, place branding extraordinaire Simon Anholt presents an alternative approach in The Good Country Equation. A companion book to his Good Country Index (www.goodco untry .org), its basic premise is that while * Francisco Conejo [email protected] 1
University of Colorado – Denver, Denver, CO, USA
Anholt explains that admirable countries are not necessarily the strongest, richest, or most beautiful in the world. They are also not those with outstanding historical legacies. While these are relevant considerations, people tend to admire countries that champion positive values and which actively contribute to the lives of all peoples, not only to those of their own citizens. Put simply, people admire good countries, those that help resolve the pressing global issues of our times. The author illustrates this premise via Germany. The country went from near-universal condemnation to being highly admired. By consistently contributing to the community of nations, perceptions of it dramatically improved. Conversely, disapproval of a country’s leaders, values, and actions, particularly those that disturb global stability, quickly erode a country’s brand. Another example mentioned is the U.S., its international image in steep decline. In today’s globally connected world, people around the planet are well aware of what countries do or fail to do. This molds their country perceptions, and ultimately, the strength of nation brands. Anholt notes that contributing towards a better world does not necessarily lead to national or political sacrifice. Quite the opposite. The goodwill generated boosts countries’ international standing, actually serving national interests. Vol.:(0123456789)
F. Conejo
He deems this place branding approach as enlightened sel
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