When the final whistle was blown at the FIFA World Cup™ 2006, the president of the world’s largest sports brand, Joseph Blatter, summed up the event by saying, “This was the best World Cup of all time. Never before has an event been presented in such an emotional and global manner."

Blatter said the enthusiasm for the Germany team was giving coach Jürgen Klinsmann's players a major lift.  "The Germany team is being carried by the enthusiasm in the country," he said. "I'm beginning to ask myself: 'Who can stop these Germans?'

What happened in Germany during those ominous four weeks from 9 June to 9 July 2006, was an Ovation of Brand Germany – with such overwhelming success that the latest Nation Brand Index (Anholt-GMI Q3/2006) lists Germany as the second most valued country brand (from 7th place in 2005), tourism bookings have increased by nearly one third, investors confidence has surged to an all-time since re-unification, exports are up 14% year-on-year … and the German team keeps winning in great fashion (all seven games since the World Cup, with 27-2 goals and record viewing rates).

The euphoria created dfuring the soccer world cup has now spilt over into other sports where German teams keep scooping up the highest honours. First was the German handball team, that won the world cup in late January against all expectations. Then, the German biathlon team that won the most gold medals at the biathlon world cup. And now Germany's racing ace in the A1 Grand Prix, Nico Hülkenberg, whose eighth race victory has broken A1GP records - making Hülkenberg the most successful driver in the series, winning more races than any individual driver and leading races for the most number of laps.

And, for the first time in five years, did a German film win an oscar - „The Lives of Others“ by Florian Henckel von Donnersmarck was awarded best foreign language film. In his speech, von Donnersmarck pointed to Arnold Schwarzenegger's never-say-die attitude that gave him all the courage to see this monmental film project through - despite the scepticisim levelled at him from certain corners of the film industry.

Comments German Branding Guru, Dr Nikolaus Eberl, author of The IziCwe Code: "Nation Branding, very much like Personal Branding, is to a large extent dependant upon the self image of its main character, in the case of nations this being the citizens. The FIFA World Cup 2006 boosted the German national psyche and bestowed Germans with the long lost emotion of national pride and self confidence. This is now spilling over into the image of brand Germany, effectively replacing the old image of being dull and dour to a new one of being friendly, open, modern and innovative. This new found sense of self worth is clearly a main contributor to Germany's victories in sports and movies."

Dr Nikolaus' new book is called "BrandOvation™ – How Germany won the World Cup of Nation Branding" (contributors Timothy Maurice Webster and Herman Schoonbee). An in-depth analysis of how Juergen Klinsmann built a winning team from scratch within less than two years and how Germany re-invented the world’s biggest sporting event into a nationbuilding success story, by activating BrandOvation™ and turning spectators into brand ambassadors. 

Dr Nikolaus Eberl
Chairman: IziCwe Academy
Internal Branding™ Division
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