{"id":2600,"date":"2020-07-22T15:00:04","date_gmt":"2020-07-22T15:00:04","guid":{"rendered":"https:\/\/www.bloom-consulting.com\/journal\/?p=2600"},"modified":"2025-04-09T12:02:57","modified_gmt":"2025-04-09T12:02:57","slug":"what-is-the-brand-nought-b0","status":"publish","type":"post","link":"https:\/\/www.bloom-consulting.com\/journal\/what-is-the-brand-nought-b0\/","title":{"rendered":"What is the Brand-Nought (B0)?"},"content":{"rendered":"\n

Going beyond the 1:1 ratio<\/strong><\/h4>\n\n\n\n

Here at Bloom Consulting<\/a> we discovered something new and would like to invite all Countries, Regions and Cities to apply this innovative thinking into their Place Brand strategies.<\/p>\n\n\n\n

We\nare doing away with the old methodology that suggests a 1:1 (positive to negative)\nratio is sufficient in gauging perception impacts on Place Brands.<\/p>\n\n\n\n

Introducing\nthe Nation Brand-Nought<\/strong> (or Place Brand-Nought<\/strong> but to simplify we\nwill call it just Brand-Nought<\/strong>, the B0<\/strong>), the redline that Countries,\nRegions and Cities need to be aware of falling below or exceeding and seeing an\nimpact in perceptions. <\/p>\n\n\n\n

The\nB0<\/strong> looks and acts very similarly to its relative, R0. Commonly used by\nthe World Health Organization, R0 is defined by its unique infectious ratios\nwhich can be greater than, less than or equal to one. For example, if a disease\nhas an R0 of three, this means that for every person infected, they will infect\nthree more.    <\/p>\n\n\n\n

In\nthe case of the B0<\/strong>, if the B0<\/strong> is three, this means that to\nneutralize the negative effect of one individual\u2019s perception, you need to have\nthree positive ones.<\/p>\n\n\n\n

This logic was discovered during our COVID-19 Study – The Impact on Nation Brands<\/a><\/strong>. This is how the B0 <\/strong>was born.<\/p>\n\n\n\n

Simply\nput, through quantitative data analysis, we found the formula that gives us a\nratio which determines how well <\/em>Countries, Regions and Cities must\nperform to see positive results in terms of Place Brand touchpoints. <\/p>\n\n\n\n

The\nsecond step would be to asses place performance and calculate the difference,\ndetermining whether a change in strategy must be made.<\/p>\n\n\n\n

The B0 <\/strong>takes into account both general resilience of a brand\u2019s reputation as well as the resilience of its different dimensions from the Bloom Consulting Nation Brand Wheel\u00a9<\/a><\/strong>. Hence, we conclude the need to calculate the B0<\/strong> in order to properly manage potential transactional value loss associated with a tarnished reputation as well as where<\/em> and how<\/em> to capitalize on a positive outcome. Given the frequent turnover of Place Brand touchpoints, this conundrum can only be resolved by actively monitoring place performance against the B0<\/strong>. <\/p>\n\n\n\n

\"Bloom
Bloom Consulting Spider Brand Methodology diagram<\/figcaption><\/figure>\n\n\n\n

Place Brand touchpoints<\/strong><\/p>\n\n\n\n

Place\nBrand touchpoints are diverse in nature as they are the platforms through which\na brand is experienced. Actions, activities, policies and digital identity are\nall considered Place Brand touchpoints that ultimately influence individual\nimage and overall reputation of a Country, Region or City. Each with the power\nto influence the Central Idea <\/em>of a Nation Brand in either a positive or\nnegative light through the eyes of their target audience. <\/p>\n\n\n\n

While we learnt of the B0<\/strong> during our study of COVID-19, it is equally applicable to inherently positive touchpoints such as the Olympics. Countries who consider hosting the Olympic Games<\/a> would be wise to calculate the B0<\/strong> of this Place Brand touchpoint as to better understand the pragmatism in hosting the Games. The aim would be to quantify the ratio of perceptions necessary to positively impact their Nation Brand through hosting the Games. <\/p>\n\n\n\n

Place Brand touchpoints may be considered smart or\nsavvy from an internal perspective, but the B0<\/strong> will determine in actual\nterms whether it is prudent to execute them. In quantifying positive to negative\nperceptions and how that ratio impacts Nation Brand, we reveal an additional layer\nof pros and cons that must be considered prior to implementation. <\/p>\n\n\n\n

The Brand-Nought as a KPI<\/strong><\/p>\n\n\n\n

The\nB0<\/strong> can be used as KPI when taking the two-step process of first\ncalculating the B0 <\/strong>which we have defined as the redline that Countries, Regions\nand Cities need to be aware of falling below or exceeding and seeing an impact\nin perceptions, and second would be to assess place performance and calculate\nthe difference, determining whether a change in strategy must be made. This\nmeasurement of place performance against the B0 <\/strong>clearly evaluates the\neffect of a Place Brand touchpoint on the Nation Brand in quantifiable terms. <\/p>\n\n\n\n

Why calculate the B0?<\/strong><\/p>\n\n\n\n

Because\nthe B0<\/strong> simplifies communication between stakeholders and constituents in\nterms of key performance indicator (KPI) for how well <\/em>they must perform\nas a unit. It allows for general agreement as to whether what was already\ndone <\/em>is having a positive or negative affect as well as will this idea <\/em>have\na positive or negative affect in the future.<\/p>\n\n\n\n

The\nB0 <\/strong>mandates how much <\/em>a positive or negative perception can impact\na Nation Brand. The beauty in it is how understandable the basic ratio is,\nacting as a tool to monitor and discuss performance thus far or looking ahead.\nAs we go beyond the 1:1 ratio we ask several questions while performing a\nsituational analysis, including, how is this brand touchpoint perceived? <\/p>\n\n\n\n

Place\nBrand touchpoints aren\u2019t always intentional, even actions that aren\u2019t taken <\/em>impact\nNation Brands and have an associated B0<\/strong> ratio which can be used to\ninform strategic decision-making.<\/p>\n\n\n\n

Published on 03.08.2021.<\/p>\n","protected":false},"excerpt":{"rendered":"

Going beyond the 1:1 ratio Here at Bloom Consulting we discovered something new and would like to invite all Countries, Regions and Cities to apply this innovative thinking into their Place Brand strategies. We are doing away with the old methodology that suggests a 1:1 (positive to negative) ratio is sufficient in gauging perception impacts […]<\/p>\n","protected":false},"author":3,"featured_media":6261,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"tdm_status":"","tdm_grid_status":"","footnotes":""},"categories":[146,69],"tags":[310,172,309,176,174,144,154,181,275],"class_list":{"0":"post-2600","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-highlights","8":"category-place_branding","9":"tag-b0","10":"tag-bloom-consulting","11":"tag-brand-nought-place-brand-nought-nation-brand-nought","12":"tag-cities","13":"tag-countries","14":"tag-nation-branding","15":"tag-place-branding","16":"tag-regions","17":"tag-research"},"yoast_head":"\nWhat is the Brand-Nought (B0)? - Bloom Consulting<\/title>\n<meta name=\"description\" content=\"Introducing the Brand-Nought (B0), the redline that Countries and Cities need to be aware of falling below or exceeding and seeing an impact in perceptions.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.bloom-consulting.com\/journal\/what-is-the-brand-nought-b0\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"What is the Brand-Nought (B0)? - Bloom Consulting\" \/>\n<meta property=\"og:description\" content=\"Introducing the Brand-Nought (B0), the redline that Countries and Cities need to be aware of falling below or exceeding and seeing an impact in perceptions.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.bloom-consulting.com\/journal\/what-is-the-brand-nought-b0\/\" \/>\n<meta property=\"og:site_name\" content=\"Bloom Consulting\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/bloomconsulting\/\" \/>\n<meta property=\"article:published_time\" content=\"2020-07-22T15:00:04+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2025-04-09T12:02:57+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.bloom-consulting.com\/journal\/wp-content\/uploads\/2020\/07\/shutterstock_1115041178-Bloom-journal-roxo-e1702460822996.png\" \/>\n\t<meta property=\"og:image:width\" content=\"1000\" \/>\n\t<meta property=\"og:image:height\" content=\"771\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"author\" content=\"Bloom Consulting\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@bloomconsult\" \/>\n<meta name=\"twitter:site\" content=\"@bloomconsult\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Bloom Consulting\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"4 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/www.bloom-consulting.com\/journal\/what-is-the-brand-nought-b0\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/www.bloom-consulting.com\/journal\/what-is-the-brand-nought-b0\/\"},\"author\":{\"name\":\"Bloom Consulting\",\"@id\":\"https:\/\/www.bloom-consulting.com\/journal\/#\/schema\/person\/3d7381cc8b50765f7076fe5c49b78153\"},\"headline\":\"What is the Brand-Nought (B0)?\",\"datePublished\":\"2020-07-22T15:00:04+00:00\",\"dateModified\":\"2025-04-09T12:02:57+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/www.bloom-consulting.com\/journal\/what-is-the-brand-nought-b0\/\"},\"wordCount\":819,\"commentCount\":0,\"publisher\":{\"@id\":\"https:\/\/www.bloom-consulting.com\/journal\/#organization\"},\"image\":{\"@id\":\"https:\/\/www.bloom-consulting.com\/journal\/what-is-the-brand-nought-b0\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/www.bloom-consulting.com\/journal\/wp-content\/uploads\/2020\/07\/shutterstock_1115041178-Bloom-journal-roxo-e1702460822996.png\",\"keywords\":[\"B0\",\"Bloom Consulting\",\"Brand-Nought. 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