A Brand for the Nation of Latvia

ABSTRACT

In the summer of 2003, at the request of the Latvian Institute, researchers from Oxford University, under the guidance of branding expert Wally Olins, conducted a study to research and develop a pilot brand identity for Latvia. This is the first serious study conducted by foreign experts on Latvia’s international recognition or brand identity and its results are the first step in the process of creating a coordinated national branding campaign.

The study considers the current situation regarding Latvia’s image in the world, analyses Latvia’s strong and weak points in developing its brand, and defines five different possible brand identity scenarios, while nominating its own optimal choice of these. The authors of the study have proposed which unique aspects of Latvia should be emphasized and what sorts of activities must be organized to successfully develop a positive perception of Latvia abroad. The study also analyses which institutions should be involved in this process and which of these should take the leading role.

The study has been presented to the Prime Minister, all of Latvia’s ministers and the leaders of several government institutions. In September, the Latvian Institute submitted legislation to the government on the development of Brand Latvia that calls for the Latvian Institute to lead a newly-formed Council for Latvia’s Image, which would work on the creation of coordinated mechanisms and strategies to popularize the nation’s image. The Latvian Institute believes that the study’s proposals and concepts are realistic, but their realization depends on the government’s positive decision. The next step would be to finance the creation of a detailed marketing strategy.

By publishing this study, the Latvian Institute hopes to encourage a discussion both in the government and in society at large on the necessity of beginning a campaign to popularize the nation’s image, the goal of which would be to develop a positive perception of our country in the international community.

A Brand for the Nation of Latvia

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