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The Importance of Reputation for Territories. 15 May 2012, Lisbon
The Importance of Reputation for Territories
Juan Carlos Belloso www.futureplaces.com
Lisbon. 15 May 2012
The Importance of Reputation for Territories. 15 May 2012, Lisbon
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Reputation is important Intensified globalisation leads to increased competition between places
The Importance of Reputation for Territories. 15 May 2012, Lisbon
As companies or people, territories depend on their good name (image / reputation)
The image we have of a place has a ‘direct impact’ on our attitude, predisposition and behaviour towards that place, its people, its offer, its products and services, ...and, in general, towards everything the place does, says or offer.
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Reputation is important
The Importance of Reputation for Territories. 15 May 2012, Lisbon
SESSION OVERVIEW
The Importance of Reputation for Territories. 15 May 2012, Lisbon
SESSION OVERVIEW
The Importance of Reputation for Territories. 15 May 2012, Lisbon
SESSION OVERVIEW
The Importance of Reputation for Territories. 15 May 2012, Lisbon
The Importance of Reputation for Territories. 15 May 2012, Lisbon
SESSION OVERVIEW
The Importance of Reputation for Territories. 15 May 2012, Lisbon
SESSION OVERVIEW
The Importance of Reputation for Territories. 15 May 2012, Lisbon
Having a strong image / reputation is the best competitive advantage a place (city, region, nation) can have
It is a key factor in the success of the place in attracting visitors, companies, investors, professionals, events, etc. and in selling its products and services abroad
For this reason, in a more or less strategic, organized or coordinated way most places try to ‘manage’ their international image
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Reputation is important
The Importance of Reputation for Territories. 15 May 2012, Lisbon
Usually there are 3 key or major objectives in image / reputation management efforts:
- Attract tourists
- Attract and retain inward investment
- Promote exports (sales) of products and services
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Whay do we want to manage our reputation?
The Importance of Reputation for Territories. 15 May 2012, Lisbon
Further objectives include:
– Attract and retain talent (higher education students and skilled workers).
– Attract and retain international cultural, sports and professional events.
– Attract and retain international organisations.
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Whay do we want to manage our reputation?
The Importance of Reputation for Territories. 15 May 2012, Lisbon
Other objectives: – Erase misconceptions and negative stereotypes
about a place. – Improve perceptions and predispositions when looking
to join a particular group or political or economic alliance.
– Restore international credibility and investor confidence.
– Gain influence in international affairs. – Strengthen the identity and sense and pride of
belonging of citizens. – Other.
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Whay do we want to manage our reputation?
The Importance of Reputation for Territories. 15 May 2012, Lisbon
The image of a place, rarely reflects the true reality of the same (identity): the identity - image gap
This gap tends to be a negative factor
Many places struggle with the frustration of not being perceived correctly by the rest of the world
“Stereotypes and clichés” can dominate perceptions of some places
Another important reason is ‘time’: a place can change very quickly, however, its image may remain far behind for a long time
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The identity – image gap
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The image-formation factors
PLACE IMAGE
Personal experience
Word of mouth
Clichès and stereotypes
Politics
Cultural and Sports
Performances
Export brands
Behaviour of
citizens
Place-brand / image
campaigns
Keith Dinnie (‘Nation Branding’)
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Associations, Stereotypes and Clichés Russia
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Russia
Source: Andrej Krikovic & Steve Weber. Branding Russia. UC Berkeley (undergraduate survey)
Associations, Stereotypes and Clichés
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Stereotypes and Clichés Scotland
The Importance of Reputation for Territories. 15 May 2012, Lisbon
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Associations, Stereotypes and Clichés Siberia
The Importance of Reputation for Territories. 15 May 2012, Lisbon
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Siberia
Associations, Stereotypes and Clichés
The Importance of Reputation for Territories. 15 May 2012, Lisbon
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Stereotypes Spain
The Importance of Reputation for Territories. 15 May 2012, Lisbon
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Stereotypes Siberia
The Importance of Reputation for Territories. 15 May 2012, Lisbon
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Stereotypes Siberia
The Importance of Reputation for Territories. 15 May 2012, Lisbon
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Stereotypes Siberia
The Importance of Reputation for Territories. 15 May 2012, Lisbon
The Importance of Reputation for Territories. 15 May 2012, Lisbon
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Bolivia
Associations, Stereotypes and Clichés
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Stereotypes Colombia
The Importance of Reputation for Territories. 15 May 2012, Lisbon
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Stereotypes Colombia
The Importance of Reputation for Territories. 15 May 2012, Lisbon
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Stereotypes Colombia
The Importance of Reputation for Territories. 15 May 2012, Lisbon
The Importance of Reputation for Territories. 15 May 2012, Lisbon
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Stereotypes Colombia
The Importance of Reputation for Territories. 15 May 2012, Lisbon
The Importance of Reputation for Territories. 15 May 2012, Lisbon
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Colombia
Associations, Stereotypes and Clichés
The Importance of Reputation for Territories. 15 May 2012, Lisbon
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Stereotypes Colombia
The Importance of Reputation for Territories. 15 May 2012, Lisbon
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Stereotypes Colombia
The Importance of Reputation for Territories. 15 May 2012, Lisbon
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Stereotypes Colombia
The Importance of Reputation for Territories. 15 May 2012, Lisbon
Brand Ambassador / Institutional Relations !!
The Importance of Reputation for Territories. 15 May 2012, Lisbon
The Importance of Reputation for Territories. 15 May 2012, Lisbon
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Argentina
Associations, Stereotypes and Clichés
The Importance of Reputation for Territories. 15 May 2012, Lisbon
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Stereotypes and Clichés Scotland
The Importance of Reputation for Territories. 15 May 2012, Lisbon
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Spain
Associations, Stereotypes and Clichés
The Importance of Reputation for Territories. 15 May 2012, Lisbon
The Importance of Reputation for Territories. 15 May 2012, Lisbon
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Stereotypes Spain
The Importance of Reputation for Territories. 15 May 2012, Lisbon
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Stereotypes Spain
The Importance of Reputation for Territories. 15 May 2012, Lisbon
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Stereotypes Spain
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Stereotypes Spain
The Importance of Reputation for Territories. 15 May 2012, Lisbon
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Stereotypes Spain
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Spain
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Portugal?
Associations, Stereotypes and Clichés
The Importance of Reputation for Territories. 15 May 2012, Lisbon
What is needed?
1.A clear understanding of where the image / reputation of the place stands and how it has been formed
2.Understand the image / brand building process
3.A shared vision of the future and desired image
4.Shared leadership to define and realise this vision
5.Connecting up the stakeholders
6.‘On brand’ actions that demonstrate the place’s brand instead of just communications
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Reputation can be built and managed
The Importance of Reputation for Territories. 15 May 2012, Lisbon
We need to understand where the image / reputation of our place (nation, region, city) stands and how it has been formed
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Understanding current image
The Importance of Reputation for Territories. 15 May 2012, Lisbon
52 The image of Barcelona
The Importance of Reputation for Territories. 15 May 2012, Lisbon
One of the world’s most admired cities with one of the best images at an international level
•Saffron European City Brand Barometer 2010
- One of the cities with the greatest awareness, image and reputation on a worldwide scale.
- The third ranked European city brand together with Munich, behind only Paris and London and in front of many european cities and capitals such as Berlin, Amsterdam, Rome, Vienna or Madrid.
•Anholt – Gfk Roper City Brands Index 2009
- Sixth position in terms of brand image, behind Paris, Sydney, London, Rome and New York, and ahead of cities like San Francisco, Los Angeles, Vienna and Madrid.
One of the most popular tourist cities on a global level, with more than 7 million tourists per year, and the best european city in terms of quality of life.
53 The image of Barcelona
The Importance of Reputation for Territories. 15 May 2012, Lisbon
54 The image of Barcelona
The Importance of Reputation for Territories. 15 May 2012, Lisbon
Recent research (2010/2011) shows that:
1.Barcelona does not have a single image around the world
2.Barcelona is ‘a tourist destination’
3.Barcelona is ‘a good place to live’
4.Barcelona is ‘a vibrant experience’
5.Barcelona is a city associated to ‘creativity’
6.Barcelona is ‘slightly’ associated to ‘a differentiated identity and culture’
7.Barcelona is not perceived espontaneusly as a city to do business 8.Barcelona has an emerging potential to become an ‘innovation hub’ 9.Barcelona counts with an education offer with strong potential
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What does the research say?
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The image/reputation (brand) building process
Place-brand identity & Desired Positioning
Key Identity components: History Language Territory Political regime
Architecture Sport Literature Art Religion Education system Icons Landscape Music Food & drink
Folklore Values… +
Purpose & Value Proposition & Desired Image
Communicators of place-brand identity & Positioning
Place Design Public Policies Branded exports Sporting achievements The diaspora Marketing communications Brand ambassadors Cultural
artefacts Govt. foreign policy Tourism experience Prominent personalities Public & Cultural Diplomacy International Relations PR …
Place-brand image
Audiences: Domestic consumers External consumers
Domestic firms External firms Inward investors Governments Media …
Adapted from Keith Dinnie (‘Nation Branding’)
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Government
Public sector organizations
Tourism board Inward investment agency
Economic development agency
Private sector organizations
Trade associations Chambers of commerce
PSC brands
Citizens
Not-for-profit organizations Diaspora
Personalities Other
Keith Dinnie (‘Nation Branding’)
Shared leadership and involvement of place stakeholders What is needed
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Spain
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Spain A succesful case of image change?
“The Spanish Miracle”
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Spain
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Spain
Democracy
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Spain A succesful case of image change
EU
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Spain A succesful case of image change
EU
Source: Presentación Julio Cervino (Universidad Carlos III)
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Spain A succesful case of image change
Source: Presentación Julio Cervino (Universidad Carlos III)
The Importance of Reputation for Territories. 15 May 2012, Lisbon
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Spain A succesful case of image change
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Spain A succesful case of image change
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Spain But .... stereotypes still exist
Source:Presentación Julio Cervino (Universidad Carlos III)
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Spain A succesful case of image change
EU
Source: Presentación Julio Cervino (Universidad Carlos III) Source: Presentación Julio Cervino (Universidad Carlos III)
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Spain A succesful case of image change
Source: Presentación Julio Cervino (Universidad Carlos III)
The Importance of Reputation for Territories. 15 May 2012, Lisbon
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Spain A succesful case of image change
Source: Presentación Julio Cervino (Universidad Carlos III)
The Importance of Reputation for Territories. 15 May 2012, Lisbon
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Spain A succesful case of image change
Source: Presentación Julio Cervino (Universidad Carlos III)
The Importance of Reputation for Territories. 15 May 2012, Lisbon
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Spain A succesful case of image change
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Spain A succesful case of image change
Source: Presentación Julio Cervino (Universidad Carlos III)
The Importance of Reputation for Territories. 15 May 2012, Lisbon
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Spain A succesful case of image change
Source: Presentación Julio Cervino (Universidad Carlos III)
The Importance of Reputation for Territories. 15 May 2012, Lisbon
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Spain But .... stereotypes still exist
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Spain But .... stereotypes still exist
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Spain But ... stereotypes still exist
And sometimes we have not helped much to change them
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Stereotypes Rusia
Source: Presentación Julio Cervino (Universidad Carlos III)
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Stereotypes Spain
Source: Presentación Julio Cervino (Universidad Carlos III)
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Spain A succesful case of image change
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Spain Plus ... the impact of current (economic?) crisis
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Spain And ... clear mistakes in the ‘economic’ model’
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Spain And ... clear mistakes in the ‘economic model’
Source: Presentación Julio Cervino (Universidad Carlos III)
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Spain And ... clear mistakes in the ‘economic model’
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Spain And ... continuous negative exposure
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New Brand Spain What next?
Regain credibility / trust (reputation)
-Democratic, political institutions and polititians
-Transform the economic model. Change priorities
-Profound ‘structural/system’ changes
•labour market
•finantial institutions
•political institutions, ...
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New Brand Spain What next?
Regain citizens confidence
- Who are the leaders?
- What is the vision / what is the model?
- What are the values?
- How do we get there?
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New Brand Spain What next?
Build a ‘new brand’ (reality / story / image) that trully and fairly reflects the reality, aspirations and values of the country and its people ... and that includes and represents the whole diversity of the country
Not an easy task
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New Brand Spain Demonstrate all this to the world
Place Design Polititians and Public Policies Branded exports Sporting achievements The diaspora Marketing communications Brand
ambassadors Cultural artefacts Govt. local and foreign policy Tourism experience Prominent
personalities Public & Cultural Diplomacy International Relations PR …
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New Brand Spain Integration Challenge:
How can we build a strong, positive and relevant country brand (image) that, at the same time represents, reflects and values existing national / regional identities, sensitibities and differences
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Spain But .... stereotypes still exist
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Catalonia and Spain Barça vs Madrid
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Catalonia and Spain Selcción Española
Source: Presentación Julio Cervino (Universidad Carlos III)
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Conclusions - Reputation is important
- It can be built and has to be managed
- An ongoing and long term process
- Many tools to build territorial reputation
- It needs shared vision and leadership, strong determination, a comprehensive and consitent approach, and the involvement and coordination of the different place stakeholders, specially citizens
- Challenge how to integrate existing different identities within a territory
The Importance of Reputation for Territories. 15 May 2012, Lisbon
Major de Sarrià 185 – 187, Esc. 1, 2º 1ª 08017 Barcelona Tel. 34 93 180 38 79 Mob. 93 628 303 673 www.futureplaces.com
Thank You very much
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Building Territorial Reputation
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Building Territorial Reputation
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Major de Sarrià 185 – 187, Esc. 1, 2º 1ª 08017 Barcelona Tel. 34 93 180 38 79 Mob. 93 628 303 673 www.futureplaces.com
Thank You very much