NATION BRAND CONFERENCE
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The Wharton Nation Brand Conference gathers policymakers, diplomats, corporate chiefs, and academics to discuss how a nation’s image can impact its economic prosperity.
Headline Speakers
Learn more marketing metrics on Professor David J. Reibstein’s Measured Thoughts
Maggie Chan Jones
Chief Marketing Officer,
SAP
Professor Philip Kotler
Professor of International Marketing,
Kellogg School of Management
Professor David J. Reibstein
William S. Woodside Professor &
Professor of Marketing,
The Wharton School
Amitabh Kant
CEO, NITI Aayog
Brian Wong WG’03
Vice President, Alibaba
Ambassador Ashok Mirpuri
Singapore’s Ambassador to the United States
Art Bilger
W’75
Founder & CEO, WorkingNation
Mitch Garber
Chairman,
Cirque du Soleil
Anna Blender W’07
Senior Vice President, BAV Consulting
Alex Cuadros
International Journalist
Author, Brazillionaires
Caryl M. Stern
President and CEO,
U.S. Fund for UNICEF
Crystal Bridgeman
Senior Director of Workforce Development Programs,
Siemens Foundation
Clayton F.
Ruebensaal
VP, Global Brand Management and Design, American Express
Professor Tamar Many
Director of International Studies and Relations, Shenkar College of Engineering and Design
Professor Stephen A. Greyser
Chapman Professor, Emeritus, Harvard Business School
Tulio Milman
International
Journalist,
Grupo RBS
Ambassador Stuart Holliday
President and CEO, Meridian International Center
E. Glen Weyl
Senior Researcher,
Microsoft Research New York City
Professor Z. John Zhang
Director, Penn Wharton China Center
Martin Scaglione
President & CEO
Hope Chest Group
Ambassador Ido Aharoni
Global Distinguished Professor, NYU
Founder, Brand Israel
Professor Kenneth L. Shropshire
Director, Wharton Sports Business Initiative
Tom Lincoln
Director, Wharton Nation Brand Conference
Brian Kelly
Editor and Chief Content Officer, U.S. News & World Report
Chauncy Lennon
Managing Director and Head of Workforce Initiatives, Global Philanthropy,
JPMorgan Chase
Dr. Huiyao Wang
President, Center for China and Globalization
Philipp Carlsson-Szlezak
Chief Economist
Boston Consulting Group
With a special message from:
David Shuster
Emmy-award winning broadcast journalist
Nation
Brand
Conference
Dr. Erel Margalit
Member of the Israeli Knesset
Founder, Jerusalem Venture Partners
Wharton Nation Brand Conference
October 28, 2016
Ambani Auditorium
Jon M. Huntsman Hall
3730 Walnut Street
Philadelphia, PA 19104
Agenda
Companies and Institutions Represented at Conference:
Accomplice VC
Alibaba Group
American Express
The Analysis Group
Banco BICE
Bates North America
BAV Consulting
Bloomberg News
Boston Consulting Group
Brand South Africa
CEBQ Initiative
Center for China and Globalization
Chestnut Hill College
Cirque du Soleil
Collegiate Sports Management Group
Columbia Business School
Dechert LLP
Deloitte
E. Carolyn Hochstadter Dicker, LLC
Elsevier Editora Ltda.
George Washington University
Grupo RBS
Harvard Business School
Hillel at the University of Pennsylvania
Hope Street Group
Huffington Post
Huntsman Program
INSEAD
International Team LLC
Innovation: Africa
Israel Ideas
Jack M. Barrack Hebrew Academy
JFE Steel
Johnson & Johnson
JPMorgan Chase
Kellogg School of Management
Kennesaw State University
Knowledge@Wharton
Latinvestco
The Lauder Institute
MAPFRE Global Risks
Meridian International Center
Microsoft Research New York City
Mizuho Securities
New York University
NITI Aayog
The One Health Company
Penn Wharton China Center
Pew Research Center
Reaction Biology Corp.
Reidenbach & Associates, LLC
Relational Coordination Analytics
SAP
Shenkar College of Engineering and Design
Siemens Foundation
Tata Power
TNT Content & Design
UBS Financial Services
University of Johannesberg
University of Pennsylvania English Language Programs
U.S. Fund for UNICEF
U.S. News & World Report
Versa Capital Management, LLC
Wharton Computing
Wharton Executive Education
Wharton Future of Advertising Program
The Wharton School
Wharton Social Impact
The World Bank Group
WorkingNation
WPP
Zhuhai Hansen Technology Co., Ltd.
Special thanks to our partners and investors
Wharton Global Initiatives
Wharton Alex Panos Fund
Nation Branding on Knowledge@Wharton Featuring Prof. David J. Reibstein
Best Countries Rankings:
Professor Reibstein featured in U.S. News & World Report
What’s It Really Going to Take to Make America Even Greater?
Results of the Best Countries survey show clear steps to boost the world’s view of the U.S.
“In short, the perception of a nation’s brand has a direct influence on its economy.”
— Professor David J. Reibstein
Best Countries eBook
Defining Leadership and Success in the 21st Century
By John Gerzema and David Reibstein
Foreward by Sir Martin Sorrell
Flip through or download the Best Countries eBook by Prof. David J. Reibstein and John Gerzema. Produced as part of the Best Countries partnership among The Wharton School, U.S. News & World Report, and WPP’s BAV Consulting, the eBook features infographics, interviews with thought leaders, case studies, and more -- with a foreward by WPP’s Sir Martin Sorrell.
2017 Best Countries
No. 1: Switzerland
No. 2: Canada
No. 3: United Kingdom
No. 4: Germany
No. 5: Japan
No. 6: Sweden
No. 7: United States
No. 8: Australia
No. 9: France
No. 10: Norway
“Part of what happens from the Best Countries study is that we get to learn how other parts of the world view our country. We get to see what aspects of our country are thought very highly of and which ones still need more improvement. As a government official or business leader you can see the actions that are necessary and the perceptions that need to be changed in order to enhance the economic results for that nation.”
— Professor David J. Reibstein
President Obama touts nation brand surveys
Return on Nation Branding
Innovation, Reputation and Economic Prosperity
David J. Reibstein, Anna Blender, Jeffrey Cai, and Bruce Brownstein
Does the perception of a nation directly impact the financial prosperity of the land?
Just as products have images and associations in customers’ minds known as brands, so do nations. A nation’s brand is the perception of the country, its people, policies, politics, and the products that emanate from there.
In this study of the financial return on nation branding, Professor David J. Reibstein, Jeffrey Cai, and Bruce Brownstein of the Wharton SEI Center collaborate with Anna Blender of BAV Consulting. They address the question of how perceptions of a nation impact the nation’s gross domestic product (GDP).
2016: U.S. News, WPP’s BAV Consulting, and the Wharton School Release Inaugural Best Countries Rankings
Germany is No. 1 country on overall list, followed by No. 2 Canada and No. 3 U.K.
“Our results were analyzed in correlation with the per capita gross domestic purchasing power parity of each country.”
— Professor David J. Reibstein
“That nations are brands is something we have all known intuitively. [Best Countries] turns this understanding into a data-driven model that demonstrates the direct and indirect impact of nation brands on economies — and offers prescriptive measures for change. We are excited to be part of this ground-breaking project and to help nations and businesses leverage its findings.”
— Professor David J. Reibstein
Davos-Klosters, Switzerland – Jan. 20, 2016 – Germany is viewed as the best country in the world, according to the inaugural Best Countries report, a joint rankings and analysis project of U.S. News & World Report, WPP’s BAV Consulting and the Wharton School of the University of Pennsylvania. Created to capture how nations are perceived on a global scale, the rankings are the centerpiece of a new web portal called “Best Countries,” launched today at the World Economic Forum.
Canada and the United Kingdom are the No. 2 and No. 3 Best Overall Countries, respectively. The United States places at No. 4, followed by Sweden at No. 5. Nordic nations were highly regarded for their progressive policies and top the most rankings categories. Sweden is recognized as the most modern country, the Best Country to Raise Kids and the No. 1 nation for Green Living. Denmark is named the Best Country for Women.
“Globalization has made the world a competitive place for business, influence and the quality of life,” said Mortimer B. Zuckerman, chairman and editor-in-chief of U.S. News. “Just as we have done with universities, hospitals and other institutions, our Best Countries portal will be a global homepage for stories and data to help citizens, business leaders and governments evaluate performance in a rapidly changing world.”
The rankings evaluate 60 nations across 24 rankings lists on a wide range of criteria, from sustainability to economic influence. The United States is named the most powerful country and India has the No. 1 up and coming economy. Germany is the best country for entrepreneurship, while Luxembourg is the most business friendly. Italy is the country with the richest tradition and Brazil is the No. 1 nation to visit. Canada tops the list of countries with the best quality of life.
“Best Countries is a product of the most extensive data set ever collected on how nations are perceived globally,” said John Gerzema, CEO of BAV Consulting. “These perceptions contribute to a greater narrative about future drivers and deterrents of economic prosperity in nations and shape powerful brands that impact a country’s bottom line.”
The 2016 Best Countries methodology uses data gathered from a proprietary perception survey of more than 16,200 business leaders, informed elites and general citizens. “Our results were analyzed in correlation with the per capita gross domestic purchasing power parity of each country,” said David Reibstein, professor of marketing at the Wharton School. U.S. News will regularly supplement the rankings with in-depth content, including interactive data visualization tools, original reporting, videos and op-eds from global experts in government, business and academia.