The Jamaican Promotions Corporation (JAMRPO) approached Bloom Consulting with the task to holistically assess the Jamaican Nation Brand. This assessment formed part of a Nation Branding program which was to be initiated in the Country. The appeal of Jamaica in the five Dimensions National Prominence, Tourism, Talent, Investment and Exports, was analyzed by using the Digital Demand – D2© software. Additionally, the appeal of Jamaicas most important Brands was also assessed with the D2© software. Furthermore, Jamaica’s Country Brand was also evaluated by using three most recent Bloom Consulting Country Brand Ranking© Tourism and Trade editions, as well as Forecasts of the CBR© 2019/2020 Tourism and Trade editions. Furthermore, JAMPRO requested a comparison of Jamaica’s relative performance in the five Dimensions against five selected competitor Countries. Moreover, an analysis of 10 selected target markets was made.
The research conducted using the Digital Demand D2© software revealed that Jamaica performs particularly well in the National Prominence and the Exports Dimensions, where it currently ranks 2nd in the competitor. The research also revealed that Jamaica’s most prominent Brands were Usain Bolt and Bob Marley and that the 2016 Olympic Games had an impact on the appeal of Jamaica’s most prominent Destinations.
The analysis of Jamaicas positioning in the three most recent editions of the Bloom Consulting Country Brand Ranking, specifically for both Tourism and Trade, showed that the country is performing well in each ranking. However due to strong competition, Jamaica’s main priority in terms of Country Branding should be to secure its position and maintain its appeal within the regional context.
