Apresentação aicep carlos_pacheco_eacd_lisboa2012
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Apresentação aicep carlos_pacheco_eacd_lisboa2012

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9º Debate Regional EACD Lisboa 15 de Maio, Hotel Altis Lisboa (sponsor do evento), dedicado ao tema “Territorial Reputation Management: leveraging the Portuguese Experience”, centralizado na ...

9º Debate Regional EACD Lisboa 15 de Maio, Hotel Altis Lisboa (sponsor do evento), dedicado ao tema “Territorial Reputation Management: leveraging the Portuguese Experience”, centralizado na necessidade de reforço das Marcas glocais, melhoria da imagem externa e desenvolvimento de uma estratégia reputacional que integra todos os stakeholders e cria valor para o País, suas regiões / clusters e principais activos nacionais (história, gastronomia, cultura, estilo de vida, paisagem, segurança, qualidade de vida, investigação científica e tecnológica…) com o objectivo último de moldar a experiência dos que nos visitam e incrementar a atracção e diferenciação em fortes relacionamentos e preferências por parte de congressistas-visitantes, turistas e investidores, contribuindo desta forma para o crescimento económico e social do país.

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Apresentação aicep carlos_pacheco_eacd_lisboa2012 Apresentação aicep carlos_pacheco_eacd_lisboa2012 Presentation Transcript

  • Rebulding trust Rebuilding trust in times of economic crisis, the case of Portugal.A New Competitive Identity for Portugal joining forces between public and private sectors.
  • What’s in people’s minds about Portugal ?
  • Methodology Foreign Media analisys Survey to 372 exporting companies Inquiries to Multinational Executives International indexes mapping Exports, Investment and Tourism analysis performance Empirical observation Studies Bibliography Comparisons to other countries
  • A brand analisys trough the hexagon model Adapted from Anholt, 2000
  • A brand analisys trough the hexagon model Exports* increased by 13,3% in 2011. Exporting companies claim that the crisis did not affect their performance**. Exporting companies forecast a good Adapted from Anholt, 2000 exporting year in 2012**.What happened in Ireland and Greece? *** Exports rose. * Goods and services ** Result of a survey among 372 portuguese exporting companies held in November of 2011. *** In 2010
  • A brand analisys trough the hexagon model 10,4% increase of overnight stays of foreign citizens*. 7,2% increased revenue from tourism**. 6,5% increase of arrivals to domesticAdapted from Anholt, 2000 airports**.What happened in Ireland and Greece? *** Rise in Greece. Decline in Ireland. Sources: *INE. **Turismo de Portugal. *** In 2010
  • A brand analisys trough the hexagon model Increase in net investment. Stagnation in new inflows. High debdt, taxes and poor economic outcome are key inhibitors to investment. Good country image favors investment.Adapted from Anholt, 2000What happened in Ireland and Greece? * Increase in Ireland. Decline in Greece. * In 2010
  • A brand analisys trough the hexagon model High attention on portuguese Human Capital. Bad press on educational indicators.Adapted from Anholt, 2000 More qualified Human Capital than ever.
  • A brand analisys trough the hexagon model High debt, deficit and unemployment, poor economic outcome. Rating downgrades. Default upgrades. Powerfull images: PIIGS, Trash, “begging bowl”. Adapted from Anholt, 2000What happened in Ireland and Greece? * High debt and deficit. Recession. * In 2010
  • International Press High salience on Economy Occurrence 1 Occurrence 2 Occurrence 3 Occurrence 4 Occurrence 5 Spain Bailout (1036) Crisis (908) Sport (565) Austerity (362) Culture (190) Germany Bailout (439) Crisis (206) Sport (204) High indebtedness (97) Diplomacy (79)United Kingdom Bailout (738) Crisis (159) Diplomacy (109) Austerity (90) McCann Case (80) France Bailout (400) Crisis (329) Sport (282) Diplomacy (162) Austerity (130) Diplomacy Economic Cooperation Angola Sport (285) Culture (111) (188) Relations (161) (106) Carlos Pacheco, 2011Table : Main occurences about Portugal in 5 online Media of the 5 most relevant economic marketsAnalised Media per country: SPAIN: El País, ABC, El Mundo, RTVE, 20 Minutos. GERMANY: Der Spielgel, Bildt, Welt, Focus, Stern. REINO UNIDO: SKY News, BBC, Daily Mail, Guardian, TheTelegraph. FRANCE: Le Monde, TF1, Le Figaro, Le Parisien, L’ Express. ANGOLA: Angop, Jornal de Angola, RNA, Angola Digital, TPA.10 818 news releases scaned
  • A brand analisys trough the hexagon model Government in office was penalised. High debt suggests poorly run economy . Downgrade in International indexes: Adapted from Anholt, 2000 Democracy Index, human development index.What happened in countries touched by the euro Change in Governments: Spain, Italy, crisis? Greece, Iceland, Ireland.
  • Brand EquityLiabilities – Brand erosion because of high debdt, deficit,and poor economic outcome that led to external financialintervention. Erosion on Investment, Economy,Governance and People axis.Assets – High exposure of portuguese products andservices. High acceptance of Portuguese tourist product.High attention over skilled and talented people.International respect due to compliance with Troikarecommendations and its Diplomacy.
  • Where the opportunity beginsBuilding aCompetitive Identity
  • High Media attention High salience in people’s minds. More than 10 000 news releases in 5 online Media of 5 economicaly relevant Markets. Sports / Diplomacy / Culture / Tourism. Awarness
  • Where the opportunity begins Higher presence of portuguese goods and services in peoples lives. Crisis as opportunity. Opportunity to promote Brand Portugal through it’s goods and services.Adapted from Anholt, 2000 Competitive Identity: Innovative. Troubleshooter.
  • Where the opportunity begins Increased attention over Portugal. Growth in main indicators. Good touristic image. Good value for money.Adapted from Anholt, 2000 Competitive Identity: Hospitality, Climate, Gastronomy, Culture and Heritage, Sophistication.
  • Where the opportunity begins Privatization of state owned companies. Structural reforms. Competitive and skilled workforce available.Adapted from Anholt, 2000 Competitive Identity: Friendly business environment.
  • Where the opportunity begins Achievements of Portuguese talent abroad. Gentle and peacefull people. Seek for Portuguese Human Capital.Adapted from Anholt, 2000 Competitive Identity: Friendly and highly skilled.
  • Where the opportunity begins New behavior and performance towards public spending. Rebound on key economic indicators. Influencers and Markets support.Adapted from Anholt, 2000 Competitive Identity: The return of the “good student”.
  • Where the opportunity begins Behavior. Performance. Communication.Adapted from Anholt, 2000 Competitive Identity: Compliance and results.
  • A coalittion to change perceptions  Public role:  Setting a vision.  Coordinating efforts.  Adopting policies of competitiveness.  Private iniciatives:  Dessiminating content.  Branding Portugal through exporting companies.  Atracting events & investments.  Expanding markets and innovating.  Portuguese community abroad.  Marketing content.Wrapping up
  • Changing perceptions – The role of AICEP“..products make far more effective ambassadors for the national image than promotional campaigns…” Anholt, 2007 Trade Missions. Atracting major events. FDI road- shows. International fairs and exibitions. Advertising. Adapted from Anholt, 2000
  • At the end… Adapted from Anholt, 2000
  • Thank youcarlos.pacheco@portugalglobal.pt