“Germany – Land of Ideas” is founded on the secure basis of a goal-oriented place branding and communication plan. It helps increase the visibility of the location’s quality, its attractiveness, and the creativity of its people so that Germany can keep meeting the challenges of globalisation even in the future.
A good basis
Our place branding scheme forms the basis for carrying out projects and competitions which exemplify Germany and boost its reputation. “Germany – Land of Ideas” here focuses on four main factors:
Innovation drives every economic and social development. The creative minds leave their mark on the Land of Ideas, and create trust in the effectiveness of the location and its businesses.
The creative potential of the people in the country is priceless. Germany needs people who dare to embrace the new and who constantly monitor the tried and true. Together, they form the social cohesion of our country, whose innovation and sustainability is evidenced in each individual.
The cultural identity of a country and its people is founded on a joint history, common intellectual and spiritual values, and shared traditions. On this basis, modern societies are sustainable if they consider their identity as the basis for their own further development. This internal attitude breeds tolerance, intercultural dialogue and open-mindedness.
Ideas must be implemented, and research results applied. It is no coincidence that Germany is the land of inventions, patents, investigative spirit and “Made in Germany” engineering. Our aim is to strengthen Germany’s role in the global knowledge society, and increase its popularity and visibility as an attractive country for research, development and innovation.
Positioning Germany as a location requires various measures which create an identity internally and externally, and convey a credible image of the location. They are based on three cornerstones: exemplary projects, stimulating competitions and competent networks. In this sense, “Germany – Land of Ideas” is considered a neutral networking and communication platform which brings together individual players from the economy and politics into one competence network with a joint aim, makes their innovations visible in projects and competitions, and encourages implementation.
The quality of Germany as a base is already highly endorsed, as evidenced by the survey conducted by the initiative in co-operation with the Cologne Institute for Economic Research during the 2012 Hannover trade fair. It asked questions about the quality of the four location factors: infrastructure, quality of life, landscapes and living standards. Germany received very positive ratings overall from the foreign trade fair visitors. Read more about the survey.
“Germany – Land of Ideas” works closely with the Place Branding Institute at Steinbeis University in Berlin. More on the theory of place branding (PDF, 23 kb)