France will implement a strategy of “French branding” to promote French manufactured products and French culture throughout the world. The “France brand” or the “marque France” is a tool to support exports and tourism. The government has already launched an online platform to gather the views of the general public and branding professionals.
Why France Brand?
The brand image of France, in economic terms, lacks clear strategy and suffers from misconceptions. The French Government started taking care of this area in January 2013, and has since then made it a priority to improve France’s international image. How the international community perceives France is directly related to trade and tourism. French branding will help improve the economy by promoting tourism and supporting exports.
Promoting French Excellence Outside France
France must provide a unifying tool encouraging competitiveness amongst businesses allowing French companies to promote made-in-France products. France has a diverse range of industries and territories, and French products can compete at an international level if promoted properly. By promoting French excellence outside France, the French branding initiative by the government will serve as a tool and an asset to the economy and tourism of France.
The emergence of the French brand will benefit France in many ways. It will serve internationally as a means to introduce the people of the world to French people and territories.
Strategically Marketing a Country
While branding is usually limited to products, companies, and people, it can be applied to countries as well. The main idea behind French branding is to build an image of France, recognized and shared by all. Just like Germany and the United States have perceptions and images related to them, France too shall acquire its own image in the years to come. The country has a rich history with strengths and achievements clearly present in the minds of French and foreign people. However, its founding myths are mainly political or coming from social order, the French Revolution, and human rights issues etc. The objective is to update France’s economic story, highlighting its positioning and added value.
The Role of Citizens and Forces of the Country
The citizens have a great role to play when it comes to French Branding. The French must spread a common economic story to the rest of the world.
An online space has been specially designed to collect opinions and suggestions from the general public and professionals, economic actors and forces in the country. Until the end of September, this will allow a broad consultation phase of sharing, approval, and application of these proposals. The France brand should be launched in 2014.
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