Identifying the values and position of Malta through a unified nation brand

Abstract

Nation branding is considered to be a potential marketing source to promote the country. Small islands, like Malta which do not possess considerable the financial and political power are the ones most in need such an exercise. As a result, ,this study was designed to assess the makings of a nation brand, the factors which directly and indirectly impinge on the image of the brand and other relevant current issues related to nation branding, in a highly volatile market. Qualitative research in the form of 5 in-depth interviews was used in order to obtain information relevant to my research. Generally, the findings show that an image and perception of Malta is already forming around the Maltese cross a symbol which is portrayed on several paraphernalia related to Malta. Moreover; the Hospitaliy , Heritage and Diversity brand platform is increasingly becoming successful both in terms of incoming visitors and the number of industrial companies investing in Malta. In future, alliance brand building could be the next step in such a highly competitive market. In general, the perception of many people is that 'Brand Malta' was a failure, however, this research challenges this idea and shows that this is not the case. The development of a brand takes time and such process normally works on a long-term basis. A brand is an intangible asset which requires a lot of innovation and a market leader to succeed. Results showed that although, Malta had no particular goods to associate with its image like other countries, the Maltese Cross is a brand positioning tool which gives a sense of value for the nation, in a highly competitive and globalised market.