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Who are the new champion nations on the global stage delivering the finest performances and altering the course of branded imagery of goods and services? Where are the old traditional nations and what’s happening to them today? The global shifts on image
repositioning are causing minor quakes throughout various continents as brand new landscapes are erupting, while previously cherished perceptions are being swept away. The art of detection of these seismic tremors in advance, to pursue the balancing act for creating new imagery and brand positioning, has now become a serious science.

Every minute, a brand new venture or major product is being launched with huge fanfare in Asia. This is how it once was in the US and the West during the e-commerce boom of the nineties. Now as things in North America and Europe begin to cool down, parts of Asia are still thriving on all fronts, leading the charge in industrial and infra-structural growth and a massive consumer revolution. The balancing act of mega image development, whether for a nation, corporation, a brand, or any new concept, are all being re-evaluated by the global populace.

Americans, though preoccupied with huge domestic problems, must still strive and take a very global view and participate openly in these new, fiercely-fought battles for global image supremacy; once reserved for the handful of Western nations. Asia, the world’s largest and most populated continent with four billion or 60% of the world’s population, with an aggressive manufacturing base and a booming service sector, the market is so large that over the upcoming decade, it could completely redefine the global economic balance.

Despite problems of poverty, the bustling middle classes and the zest of free enterprise and thousands of the top companies of Asia are determined to make their mark. This is further fueled by the global image positioning shifts and the rise in the nation’s confidence level, leading them to create brands worth of regional and international appeal. This potent combination has created some great opportunities for the serious players in the arena.

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Naseem Javed, recognized as a world authority on corporate image and global name identities, is a harsh critic of casual and accidental naming. He is a dynamic speaker on corporate image and branding issues, and is also the author of Naming for Power. He founded ABC Namebank International, an image and branding consultancy over 25 years ago. Website: www.abcnamebank.com