Nation branding is critical in the 21^st century and leads to investment, identity, tourism and a place in people’s minds and hearts according to Professor Ian Michael presenting at The University of the South Pacific’s (USP) Meet-the-Leaders Forum for its Graduate School of Business students.

Professor Michael said that nation branding creates an identity for a country and that elements, such as a country’s natural resources, types of people, sports, national colours, flora and fauna, can be used to build a brand which would give citizens a sense of pride. Then, this sense of pride could in turn draw tourists to a country boosting the economy especially for countries who rely on tourism as a large revenue earning sector such as Fiji.

He added that New Zealand is a good example of using the fern leaf symbol as a nation brand.

”If you look at a fern leaf in any product, you will recognise that it is from New Zealand,” said Professor Michael.

He is currently researching neuro-marketing where the emotional and cognitive activity in people’s brains are measured as they watch advertisements about a country.

In a statement on  released 8 February, USP stated that Professor Michael is a visiting Professor in Fiji teaching the Master of Business Administration from Zayed University, United Arab Emirates, where he is a Professor of Marketing. He completed his Doctor of Business Administration degree from the University of Victoria, Melbourne, Australia, and has around 18 years of experience in India and Australia holding senior positions.

USP holds a Meet-the-Leaders Forum every trimester for students to be able to relate their studies to reality and challenges of work situations and to meet and interact with leaders of different industries.