Apresentação futureplaces juanballoso_eacd_lisboa2012

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

http://www.futureplaces.com


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Reputation is important Intensified globalisation leads to increased competition between places


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


SESSION OVERVIEW


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


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?


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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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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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


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Associations, Stereotypes and Clichés Siberia


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Siberia



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Stereotypes Spain


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Stereotypes Siberia


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Stereotypes Siberia


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Stereotypes Siberia


http://www.allposters.com/es/gallery.asp?startat=/es/getposter.asp&APNum=2663080&CID=08B27B481F1A43D4A199AADB58DDD3BE&PPID=1&search=siberia&f=t&FindID=0&P=1&PP=5&sortby=PD&cname=&SearchID=


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Bolivia



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Stereotypes Colombia


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Colombia



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Brand Ambassador / Institutional Relations !!


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Argentina



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Stereotypes and Clichés Scotland


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Spain



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Stereotypes Spain


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Stereotypes Spain


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Stereotypes Spain


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Stereotypes Spain


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Stereotypes Spain


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Spain


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Portugal?



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


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


52 The image of Barcelona


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.



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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EU

Source: Presentación Julio Cervino (Universidad Carlos III)


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Spain But .... stereotypes still exist

Source:Presentación Julio Cervino (Universidad Carlos III)


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EU

Source: Presentación Julio Cervino (Universidad Carlos III) Source: Presentación Julio Cervino (Universidad Carlos III)


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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



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Stereotypes Spain



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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’



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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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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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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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Catalonia and Spain Barça vs Madrid


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Catalonia and Spain Selcción Española



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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


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

Apresentação futureplaces juanballoso_eacd_lisboa2012

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Transcript of Apresentação futureplaces juanballoso_eacd_lisboa2012