oh to me a book wouldn't. you don't think about these if this all goes on you've got three kids like any other and other patients. eurocentric point of view has seen a lot of criticism lately relevant as eurocentrism will still be the idea that you know it's confronting so it's. exists is harder than kentucky. overall in this movement boyce's it was very families leave. a co money city with almost no coal mines left. the jobs are gone all the coal was

a said i'd. love to see these people the survivors of a world disappearing before their eyes. i remember thinking when i was younger that if anything ever happened to the coal mines here that it would become a ghost town but i never thought in a million years i would see that and it's happened it's happened. welcome back continuing with our theme of call the brand alex i speak to academic professor to black. professor you're one of the international authorities on brand image for tourism purposes but as a way to measure the success of this academically beyond just counting the number

of visitors you get to your country actually measurement of tourism branding is relatively new and only goes back about forty years and there are multiple indexes that are used however in reality one of the most important measurement is brand personality. would you say that scotland has had substantial success in this area or do you think they are still on the playing and assets for a nation of only five million people to attract twenty five million tourism. tourists annually in scotland punches way above its weight in terms of the tourism agenda and look at the last few years what would you could you identify theme events which have been particularly successful in and branding scotland well if we go back to two thousand and nine homecoming scotland this was really the seminal year which led to all of the theme years that followed as

a result of homecoming scotland it's repeated again in two thousand and fourteen but this time alongside the ryder cup and the commonwealth games. dollar countries sort of look at that and say how that's something we could we could do as well as. there's a lot of emulation goes on and the sort of branding visitors into to some numbers that's a really good question because in fact other nations have tried to emulate scotland and not been successful so one of our opportunities is to consult with license help develop tourism branding around the world based on the scotland model scotland has a strong image for visitors on a high percentage of visitors to the local population but the places were fed in scotland what would you point to as examples of cities of titans who've managed to make their mark. two cities in particular in scotland have risen very quickly first

glasgow with their tourism branding slogan of people make glasgow which was developed by surveying hundreds and hundreds of thousands of glaswegians to come up with words that resonate with the local population so it's truly authentic as people make glasgow make glasgow that's right and then in the city of edinburgh the slogan is this is edinburgh which allows every citizen to contribute their own voice as edinburgh is doing now with the edinburgh twenty fifty project to develop the future of this this great city so from what you say scotland has achieved a very strong brand identity and has a very high percentage of visitors to to the local population but is there anything else scotland should be doing from from your assessment this is something else that could be cutting through on yes indeed we should continue to evaluate and analyze brand perceptions of brand scotland but in addition we should not only listen with

our head but also our heart it reminds me of when the scottish parliament building that beautiful iconic building or opened in edinburgh many years ago and edwin morgan wrote that wonderful poem open the doors he was the mark of the national poet of saddle correct and mr morgan's point resonated with the entire country so that today our tourism slogan is scotland is now and now it's all about opening the doors to everyone to say this is a welcoming caring sharing country we invite you to join us so from a visitor point of view the that's a strong brand identity doesn't carry forward to two people buying products the people see the identity as the reason for for purchasing more let's say food products international yes people make their decision to purchase tourism items. not just based upon emotion but also based upon the economic offer so this is why

the challenge of brics it and the challenge of trade tariffs could negatively impact tourism and it's very important that we soften this as much as possible now talked about some of the successes. in recent years the thinking on not just about scotland but maybe internationally are other very catastrophic elements you can. or or didn't come off or things that were a bit of a for power for any particular country many years ago i was invited by the world bank to assist with the development of the two thousand anniversary of the birth of jesus christ in bethlehem as part of the millennium celebrations and i advise the mayor of bethlehem not to release live white doves at midnight because they would fly into the large television lights and in fact be baked and he asked what i suggest as an alternative and i said similar to what they did at the lillehammer

winter olympics they used latex rubber gloves filled with helium it created the same effect they could capture them reuse them it was sustainable of course he didn't like my advice and he released his two thousand white doves and they had two thousand roasted on international television and that's the only message that remembers sadly from that iconic event so you would have to choose your slogans carefully. that's exactly right especially on the two thousand the anniversary of the birth of jesus christ so they could be very mishaps but they're also been some stunning success is not just in scotland but a people's image of a country of a people is actually part of a well chosen and perhaps authentic slogan something has to be authentic to work doesn't it. two of the most authentic slogans that have ever been developed for tourism purposes are i love new york which has been phenomenally successful over

the last forty years and will probably continue to be successful because again it was developed organically similar to this is edinburgh allowing the people to connect with the slogan because if the residents don't connect with the slogan or with the tourism branding the no amount of whitewash is going to make this authentic i'm thinking of the great successes only in edinburgh castle for example was a million have visit you wouldn't they be forgiven for saying listen folks are going to come to edinburgh castle whether we mark them know it how do you stop people sitting on the lot of us look for three hundred million years since that volcano erupted behind us here people have been interested in this city as a destination and because sir walter scott literally invented mass tourism with this publication of the point of the lady of the lake that attracted the english to come up to our beautiful country tourism is something that is part of human nature

it will only grow from strength to strength and when the economy actually takes a news dive tourism generally rises because people need more escapism so you would say better rest on your laurels always be looking to the fresher your image the fresher bond and keep keep pushing on yes and one of the ways that scotland has not rested on his laurels is by promoting film tourism the u.k. recently did a study and they identified that forty percent of all tourists made a positive decision to visit the u.k. because of a film they'd seen in their local cinema well where are most of the films in the u.k. produced these days on these beautiful lands and so scotland is well positioned to grow from strength to strength well professor. god bless your image of scotland standing there yourself but i've got one more piece of scottishness to give you and

that is of course the alex salmond quick and i don't have to i don't have to tell you that but just the best whiskey and all into your close friends and i don't think you will when we when we enjoy this quake at our home we will always drink in the traditional way like this and think of you thank you very much i would sum to the gift of years to see ourselves as others see us. so said scotland's national bard robert barnes but what is one's reputation abroad and how can that be used and utilized to sell scottish goods and services take a look at this recent question in the house of commons but michael gold was questioned by the firm of the west fife them be douglas chapman. introducing some of the finest food and drink which is exported around the world is a sequential well over we balance of payments and it's based on a value scottish brand could ask the minister what steps it is taking to protect

scotland the brand to surely efficient quality food and drink is enhanced during and after the vexed process was a very constructive contribution actually because that scotland as a brand is a very powerful one i mentioned risky and smoked salmon but it is the case that the high quality producers of scotland from those who are responsible for. beef in the north east of scotland to those who are responsible for the the wonderful organic carrots and potatoes of aberdeenshire these food producers are individuals who work incredibly hard to miss my desire to champion and that's why i'm just a little bit sad little bit sad that the first ones for scotland have decided not to collaborate with the u.k. government and making sure that we have affected u.k. wide frameworks in order to provide a farm platform for exports and growth in the future that douglas chapman joins me now like to say you don't get too much make all go of the sure hope familiar

michael gove who was brought up in the northeast of scotland seem to be with the range of scottish brodeur's well the range of scottish producers as fantastic and we all know that and the quality especially in the food and drink sector. beyond compare i would suggest but certainly the way that scotland has been promoted and broad needs to really get a big shot in the arm because we need to. next it's going to happen then we need to be selling scorched goods across the globe like never before and also keep retaining the european markets which are exceptionally strong from perspective but i don't go when i answer your questions seem to be running a product of an organic hallett's a wonderful aberdeenshire believe me but it wasn't lesley the first selection of range of products i would have gone to but would you say this is the case to

a veteran s.n.p. campaigner and scott the notable where do you. stop the world scott wants to get on is that the sort of message you're putting forward well absolutely needs to be really really pragmatic because what we should be about is making sure that we have a strong successful scottish economy and at the heart of that can be the different task to produce that comes from scotland not just an organic carrots across the whole spectrum of food and drink and other services and produce that we can produce in her. village chapman thank you so much like you as that connick image of scotland heather totten bagpipes wild man and wild woman as well and there but a castle the guardian of the nation now these are the images which have stood scotland a good stead not just in marketing itself for tourism but marketing its products what old white from what would have today there is

a more sophisticated underpinning of that brand of that image just gotten something that touches on scientific invention quality of food authenticity these are the things that cut through in the modern world so scotland the brave is very important but so is scotland the brand. so for myself and all the alex salmond chill as goodbye from my butt off but not. for a man or sitting in a car when the phipps gets shot in the head. all four different versions of what happened one of them is on the death row

there's no way you could have done it there's no possible way because the list did not shoot around a corner. welcome to max kaiser financial survival guide. looking closer to a year that's without. yanks this is what happens to pensions in britain don't let this happen you watch kaiser report. some fool temple. mount.