Borat Movie Boosts Kazak Brand
NOVEMBER 17, 2006. Speaking at the CMO Summit in London, government policy adviser Simon Anholt said: "The movie Borat has done more for people's awareness of Khazakstan than any Government-sponsored awareness campaign could ever have achieved."
Talking about what he termed Competitive Identity - how nations, cities and regions can manage their international reputation more effectively in order to stimulate tourism, investment, cultural exchanges, trade and exports - Anholt argued that the Kazakh Government should capitalize on the film's negative connotations. "It's much easier to establish a positive brand image of a country once awareness had been established, even if it is negative to start with." said Simon.
Anholt is the creator of the Anholt Nation Brands Index; an analytical ranking of the world's nation brands, powered by market intelligence solutions provider, Global Market Insite. He was the keynote speaker at the CMO Summit held in London today.
With more than 2,500 members, the CMO Council is a private, not-for-profit organization for senior marketing and brand decision-makers across multiple industry sectors and markets worldwide.
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