1. Why to improve states' reputation
   1. problems(reputation)
      1. deserved
         1. through clarifying
      2. undeserved
         1. through communication
2. Information gap
   1. no more websites
   2. create stimulation for ppl to serach for info by themselves
3. reasons to work on their reputation
   1. place is unknown to target market
   2. known to wrong audience
   3. known for wrong reasons
      1. associaiotns are positive but unhelpful
         1. expand
      2. awareness is too vague
         1. enhance
      3. associations are negative
         1. improve
         2. ignore the negative info
         3. negative is founded and hard to change
         4. prove to ur ppl that you're working on the prob
4. Case study
   1. Bad reputation may not be as bad as it seems
   2. Germany and boringness
      1. accor to Nation Brand Index
         1. German comes
            1. 4=hierability
            2. 15=hospitatlity
      2. Germany's tourism offering
         1. predictable
      3. solution
         1. make its perception to stand for
            1. stability
            2. integrity
            3. reliability
5. Getting attention
   1. objectivies
   2. of little interests
      1. hitorical achievements
      2. natural advantages
   3. the need to distinguish their states from others
6. Creating a CI strategy
   1. coalition between
      1. government
      2. socieyt
      3. business
7. Developing the identity, the strategy
   1. countries differnt from companies
      1. ppl are the brand
   2. strength of the reaction > level of acceptance
   3. countries need to become Megabrands
      1. one that find itself
      2. Evoked Set
      3. find states of similiar competitivity adn try to replace it
8. structures of power
   1. companies
      1. need of a strong, single-minded boss
   2. countries
      1. need of democracy
   3. problems in changing reputation
      1. lack of patience
      2. political difficulty of posing shared purpose
9. Communicating the CI strategy
   1. gov
      1. offer too much info
   2. right strtegy
      1. pick a smallteam of champions who can communicate and through them to influence others
10. Tools to improvfe contry image
    1. build sense of common puropose among tegneral population
       1. tourism
       2. investment chances
       3. cultural activities
       4. exports
    2. tousim and competitive identity
       1. bring ppl to the nations/the products/local ppl
    3. products = mroe effective ambassadors
       1. brand-informed images
          1. stereotype countries
       2. 分支主題 2
11. cutulre = competitive identity
    1. elequent communication of national image than commercial brands
    2. works slowly
    3. uniquely linked to the country itself
    4. link states' past to its future
    5. deal with non-commercial actiivties
12. assigned readings
    1. criticism
       1. not offering evaluations of medthods provided
       2. didn't talk about what result images sent out would create
       3. role of ethics chosen to represent a state