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Social Issues The Canadian Identity


SocialIssues: The Canadian Identity

SocialIssues: The Canadian Identity

Abrand markets the product by reflecting on its strong qualities tocustomers. Even so, it is important that the brand has accuratereiteration for it to work properly. The national branding of Canadais that of &quotCanada: not American.&quot Unfortunately, thisbrand reflects little about the national strength that exists. Itonly declares opposition in stands when compared to America. Canadaneeds rebranding so as to open it up to the world. This will marketthe country’s real identity both locally and internationally.

Criticalreflection and analytical content

Canadiansbelieve certain things about their nation because of the way thecountry has been branded. They view themselves as peaceful, politeand having different form of governance when compare to America.Taras (2015) reflects on the Canadians ‘cultural patterns that arebased on collectivism, as they value and accommodate the differencesamongst persons. Additionally, the national landscape beholdsbeautiful, timeless sceneries and its’ citizens enjoy and practicebusiness. These key positive attributes can market the Canadiannation to the world when it is rebranded.

Accordingto Arrison (1995), Don Watt, who leads the Watt Industry explainedthat branding inculcates trust amongst people. This is because itclarifies the qualities and strengths that are consistent with thecustomers` expectations regarding the product. The brand can howeveronly succeed if the marketing aspect is true to those it intends toattract. The branding of Canada has resulted in confusion amongst itscitizens, including politicians and scholars. Additionally, it hasdemeaned the actual identity of the nation. There is thus littleknowledge about Canada globally, to their neighbors on the south andeven amongst its citizens.

Arrison(1995), narrates that Newfoundland province in Canada needs to branditself so as to bring more of the earlier experiences of success toreality. This is because the region is filled with colorful personsand beautiful scenery with a landscape of old mountains escarpment,rock formation, and ice bugs. Most artists and comedians also comefrom this province, and it boasts of Gros Morne, a UNESCO heritageregion. Cooperate marketers need to help it in branding so as toexpose these exceptional values and beauty both within the countryand internationally.

Severalprovinces of Canada have branded their region into successes by useof their true strengths. Provinces such as British Columbia brandedits region as “Supernatural: British Colombia” (Perrakis,Lanoville, Taylor and Hicks 2014). This sold out its heritage ofnatural beauty that lies in its oceans and mountains (Perrakis,Lanoville, Taylor and Hicks 2014). Alberta, on the other hand,branded itself as “the Alberta Advantage” to communicate its lowtax rates and housing prices. Ontario also used the slogan “Ontario,open for business” to market its entrepreneur environment. Thearticle of Spencer, Anderson, Silins, Bladon and Collins (2014)explain the beauty that Ontario Beholds. Canada spent ages discussingtheir identity with no clear unity on the way forward for the nation.Scholars, on the one hand, ponder on the identity issues whilepoliticians seem to be looking for elusive tactful consensus with theattempt of unifying the nation. Several other provinces also brandedtheir way to success even though some failed.


Thereal problem, however, is that the national identity of Canada needsto embedded in the national brand for even greater success in thecountry. This way, the strengths of this nation will come to light,and the citizens will change their patriotism notion. The brand“Canada: not American” only states that the country is offeringwhat is different from that which is offered in America. The citizensdo not like it because it does not reflect the actual identity of thecountry. Arrison (1995) notes that political analyst of Canada`spolitics views Canada as an opposition side of Americans. Even so,this is right because Canadians embrace collectivism, passive innature, and polite. This is notably in opposition to Americans whoare individualistic, aggressive, and rude. This, however, is far fromCanada`s robust and attractive realities, and as such, does notmarket the country. According to Arrison (1995), the motion ofrebranding Canada is however not new. There have been numerousattempts to change the brand of Canada by experts and analysts.However, they have failed to yield valid results that would help thenation in rebranding, because they lack unity in results during theirmany deliberations.

Theoverwhelming need for re-brand Canada is mature. Firstly, itscitizens lack a true identity and confidence in their existence. Thishas resulted in their undoubted support of their southern neighbors,the Americans. Canadians are ignorant about their own heritage interms of natural resources and other economic powerhouses. Arrison(1995) states that Rick Mercer`s article &quotTalking to anAmerican,&quot in the attempt of researching on how much Americansknow regarding Canada, demonstrate little to be happy about. This isa stuck contrast on what Canadians know about America. It was thusestablished that the act of poor branding causes Americans and othernationalities to have very little knowledge about Canada (Arrison,1995).

Moreover,Arrison (1995) illustrates that Mercer also gained 15 minutes of famein US media for cornering their Precedential hopeful George W. Bushto endorse his candidacy. This, he clarified, was the president whowould lead the world into the twenty-first century. This publicitywas outrageous simply because Mercer was supporting and marketingAmerica to greater lengths at the expense of his own country Canada.Later he declined nominations to Gemini Award for the reason ofsupporting a friend, neighbor, and a relative from the south anddisclaimed the difference that ought to exist between the twonations. This event downgraded the spirit of patriotism andstructured identity of Canada. They were acts of self-sabotage thatnegatively de-popularized Canada as a supreme state that could governits persons to the twentieth century.

Thereis an undisputable need to rebrand Canada in order to bring out itsreal and attractive identity to the table of both insiders and theuniversal market, including Americans. This will cause it to succeedboth economically and socially. It will also increase the confidenceof its citizens into tapping for more than what the world has tooffer. The natural breath-taking sceneries, the practice of democracyand enterprising attributes will then come to light for the world tosee and gesture about once patriotism is achieved (Arrison, 1995). Itis, therefore, important that Canadians title their interview in away that promotes their identity. They should also practice patrioticin the international limelight so as to brand their country in abefitting manner.


Rebrandingis an important aspect in marketing a nation as it draws persons tonot only its strengths but also to its valued identity. This resultsin rich knowledge about the country, leading to the growth both atlocal and international levels. This is the reason why Canada brand&quotCanada: not America&quot is in futility to the nation. Itlocks out the actual identity of the nation in light of its strength,values, and characters. The brand also publicly portrays a bad imageof opposition. This has resulted in the little recognition of Canadaand stunted growth both economically and socially. It is, therefore,important for Canada to change its national brand in an attempt toopen up to the world.


ArrisonS., (1995). “Trying to Package a Unique Canadian Identity”

Perrakis,D. D., Lanoville, R. A., Taylor, S. W. and Hicks, D. (2014). ModelingWildfire Spread in Mountain Pine beetle-affected Forest Stands,British Columbia, Canada. FireEcology, 10(2),10-35

Spencer,S., Anderson, A., Silins, U., Bladon, K., and Collins, A. (2014,May). Towards Understanding the Spatial and Temporal Characteristicsof Streams, hillslope, and groundwater runoff processes in a RockyMountain headwater catchment in Albert, Canada. In EGU, GeneralAssembly Conference Abstract (Vol. 16, p 4576)

Taras,D. (2015). DigitalMosaic: media, power, and identity in Canada.University of Toronto Press.