As of today, we can sense an assumption that each country in the world has a fixed role; developed high-income countries with sophisticated infrastructures and intellectual property are the leaders in design and research, middle-income countries have a wide manufacturing base and they work as a source of cheap labour, and then comes the third world as supplier of raw material. Variety exists of course, but in a simplified scale this seems to be the case.
While the global marketplace is formed from the input of every country, the richer countries are the ones winning and gaining the profits, and one of the contributing factors are brands.
”The brand effect is one of the ways in which the countries which had already generated great wealth through trade and empire-building in the previous three or four centuries have managed to become richer still during the last hundred years.”
– Simon Anholt, Brand New Justice
In his book titled ”Brand New Justice” Simon Anholt presents a theory of using brand building as a way for poorer countries to acquire wealth suggesting that with a well-managed national brand strategy, a country can make a real difference to its long-term prospects. This requires the government to support and enrich the communication between the country and the rest of the world about the exported brands.
For less developed countries this could provide a valid method of improving the ruling economic conditions, provided that the branding process is emphazised and carried out properly. This strategy would require a long timespan and enough focused resources to happen, most likely one of the reasons why it is not yet utilised fully. Still, this would be one of the most affordable ways of creating a brand new world where wealth is distributed more equally.