Countries, like corporations and organisations around the world, use branding methods to build a brand identity and position themselves as key tourism attractions. The “Malaysia—Truly Asia” theme for example has remained sticky in our minds for decades. The slogan’s ambition is to show the world the uniqueness and allure of Malaysia as an exceptional tourist destination where all the colours, flavours, sounds and sights of Asia come together.
One of the tools used by countries for nation branding is the annual Global Soft Power Index, compiled by Brand Finance—a global brand and consultancy group that has played an instrumental role in assisting nations in enhancing their global standing for over a quarter-century. This influential index, which compiles the opinions of over 150,000 respondents from more than 100 countries, is a potent…
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Tatler Malaysia (Digital) - 1 Issue, January 2024