0
The Importance of Reputation for Territories                Juan Carlos Belloso                  www.futureplaces.com     ...
2Reputation is importantIntensified globalisation leads to increased competitionbetween places                The Importan...
3Reputation is importantAs companies or people, territories depend on theirgood name (image / reputation)The image we have...
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
10Reputation is importantHaving a strong image / reputation is the bestcompetitive advantage a place (city, region, nation...
11Whay do we want to manage our reputation?Usually there are 3 key or major objectives in image /reputation management eff...
12Whay do we want to manage our reputation?Further objectives include:– Attract and retain talent (higher education studen...
13Whay do we want to manage our reputation?Other objectives:– Erase misconceptions and negative stereotypes  about a place...
14The identity – image gapThe image of a place, rarely reflects the true reality ofthe same (identity): the identity - ima...
15The image-formation factors                                         Personal                                        expe...
16Associations, Stereotypes and ClichésRussia            The Importance of Reputation for Territories. 15 May 2012, Lisbon
17Associations, Stereotypes and ClichésRussia                        The Importance of Reputation for Territories. 15 May ...
18Stereotypes and ClichésScotland             The Importance of Reputation for Territories. 15 May 2012, Lisbon
19Associations, Stereotypes and ClichésSiberia            The Importance of Reputation for Territories. 15 May 2012, Lisbon
20Associations, Stereotypes and ClichésSiberia            The Importance of Reputation for Territories. 15 May 2012, Lisbon
21StereotypesSpain              The Importance of Reputation for Territories. 15 May 2012, Lisbon
22StereotypesSiberia              The Importance of Reputation for Territories. 15 May 2012, Lisbon
23StereotypesSiberia              The Importance of Reputation for Territories. 15 May 2012, Lisbon
24StereotypesSiberia              The Importance of Reputation for Territories. 15 May 2012, Lisbon
The Importance of Reputation for Territories. 15 May 2012, Lisbon
26Associations, Stereotypes and ClichésBolivia            The Importance of Reputation for Territories. 15 May 2012, Lisbon
27StereotypesColombia              The Importance of Reputation for Territories. 15 May 2012, Lisbon
28StereotypesColombia              The Importance of Reputation for Territories. 15 May 2012, Lisbon
29StereotypesColombia              The Importance of Reputation for Territories. 15 May 2012, Lisbon
The Importance of Reputation for Territories. 15 May 2012, Lisbon
31StereotypesColombia              The Importance of Reputation for Territories. 15 May 2012, Lisbon
The Importance of Reputation for Territories. 15 May 2012, Lisbon
33Associations, Stereotypes and ClichésColombia            The Importance of Reputation for Territories. 15 May 2012, Lisbon
34StereotypesColombia              The Importance of Reputation for Territories. 15 May 2012, Lisbon
35StereotypesColombia              The Importance of Reputation for Territories. 15 May 2012, Lisbon
36StereotypesColombia              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
39Associations, Stereotypes and ClichésArgentina            The Importance of Reputation for Territories. 15 May 2012, Lis...
40Stereotypes and ClichésScotland             The Importance of Reputation for Territories. 15 May 2012, Lisbon
41Associations, Stereotypes and ClichésSpain            The Importance of Reputation for Territories. 15 May 2012, Lisbon
The Importance of Reputation for Territories. 15 May 2012, Lisbon
43StereotypesSpain              The Importance of Reputation for Territories. 15 May 2012, Lisbon
44StereotypesSpain              The Importance of Reputation for Territories. 15 May 2012, Lisbon
45StereotypesSpain              The Importance of Reputation for Territories. 15 May 2012, Lisbon
46StereotypesSpain              The Importance of Reputation for Territories. 15 May 2012, Lisbon
47StereotypesSpain              The Importance of Reputation for Territories. 15 May 2012, Lisbon
48Spain        The Importance of Reputation for Territories. 15 May 2012, Lisbon
49Associations, Stereotypes and ClichésPortugal?            The Importance of Reputation for Territories. 15 May 2012, Lis...
50Reputation can be built and managedWhat is needed?1.A clear understanding of where the image / reputation ofthe place st...
51Understanding current imageWe need to understand where the image / reputation of ourplace (nation, region, city) stands ...
52The image of Barcelona            The Importance of Reputation for Territories. 15 May 2012, Lisbon
53The image of BarcelonaOne of the world’s most admired cities with one of the best images at aninternational level•Saffro...
54The image of Barcelona            The Importance of Reputation for Territories. 15 May 2012, Lisbon
55What does the research say?                         Recent research (2010/2011) shows that:                         1.Ba...
56The image/reputation (brand) building process                                                               Key Identity...
57What is neededShared leadership and involvement of place stakeholders                                              Gover...
58Spain        The Importance of Reputation for Territories. 15 May 2012, Lisbon
59SpainA succesful case of image change?                “The Spanish Miracle”               The Importance of Reputation f...
60Spain        The Importance of Reputation for Territories. 15 May 2012, Lisbon
61Spain                       Democracy        The Importance of Reputation for Territories. 15 May 2012, Lisbon
62SpainA succesful case of image change                                           EU               The Importance of Reput...
63SpainA succesful case of image change                                              EU               The Importance of Re...
64SpainA succesful case of image change                                                               Source: Presentación...
65SpainA succesful case of image change               The Importance of Reputation for Territories. 15 May 2012, Lisbon
66SpainA succesful case of image change               The Importance of Reputation for Territories. 15 May 2012, Lisbon
67SpainBut .... stereotypes still exist                  The Importance of Reputation for Territories. 15 May 2012, Lisbon...
68SpainA succesful case of image change                                              EU               The Importance of Re...
69SpainA succesful case of image change               The Importance of Reputation for Territories. 15 May 2012, Lisbon   ...
70SpainA succesful case of image change               The Importance of Reputation for Territories. 15 May 2012, Lisbon   ...
71SpainA succesful case of image change               The Importance of Reputation for Territories. 15 May 2012, Lisbon   ...
72SpainA succesful case of image change               The Importance of Reputation for Territories. 15 May 2012, Lisbon
73SpainA succesful case of image change               The Importance of Reputation for Territories. 15 May 2012, Lisbon   ...
74SpainA succesful case of image change               The Importance of Reputation for Territories. 15 May 2012, Lisbon   ...
75SpainBut .... stereotypes still exist                  The Importance of Reputation for Territories. 15 May 2012, Lisbon
76SpainBut .... stereotypes still exist                  The Importance of Reputation for Territories. 15 May 2012, Lisbon
77SpainBut ... stereotypes still existAnd sometimes we have not helped much to change them                  The Importance...
78StereotypesRusia              The Importance of Reputation for Territories. 15 May 2012, Lisbon                         ...
79StereotypesSpain              The Importance of Reputation for Territories. 15 May 2012, Lisbon                         ...
80SpainA succesful case of image change               The Importance of Reputation for Territories. 15 May 2012, Lisbon
81SpainPlus ... the impact of current (economic?) crisis                 The Importance of Reputation for Territories. 15 ...
82SpainAnd ... clear mistakes in the ‘economic’ model’                The Importance of Reputation for Territories. 15 May...
83SpainAnd ... clear mistakes in the ‘economic model’                                                                     ...
84SpainAnd ... clear mistakes in the ‘economic model’                The Importance of Reputation for Territories. 15 May ...
85SpainAnd ... continuous negative exposure               The Importance of Reputation for Territories. 15 May 2012, Lisbon
86New Brand SpainWhat next?Regain credibility / trust (reputation)-Democratic, political institutions and polititians-Tran...
87New Brand SpainWhat next?Regain citizens confidence- Who are the leaders?- What is the vision / what is the model?- What...
88New Brand SpainWhat next?Build a ‘new brand’ (reality / story / image) that trully andfairly reflects the reality, aspir...
89New Brand SpainDemonstrate all this to the world        Place Design Polititians and Public Policies       Branded expor...
90New Brand SpainIntegration Challenge:How can we build a strong, positive and relevant countrybrand (image) that, at the ...
91SpainBut .... stereotypes still exist                  The Importance of Reputation for Territories. 15 May 2012, Lisbon
92Catalonia and SpainBarça vs Madrid              The Importance of Reputation for Territories. 15 May 2012, Lisbon
93Catalonia and SpainSelcción Española              The Importance of Reputation for Territories. 15 May 2012, Lisbon     ...
94Conclusions- Reputation is important- It can be built and has to be managed- An ongoing and long term process- Many tool...
Major de Sarrià 185 – 187,Esc. 1, 2º 1ª08017 BarcelonaTel. 34 93 180 38 79Mob. 93 628 303 673                             ...
96The Importance of Reputation for Territories. 15 May 2012, Lisbon
97The Importance of Reputation for Territories. 15 May 2012, Lisbon
98The Importance of Reputation for Territories. 15 May 2012, Lisbon
99The Importance of Reputation for Territories. 15 May 2012, Lisbon
100The Importance of Reputation for Territories. 15 May 2012, Lisbon
101Building Territorial Reputation
102Building Territorial Reputation
Major de Sarrià 185 – 187,Esc. 1, 2º 1ª08017 BarcelonaTel. 34 93 180 38 79Mob. 93 628 303 673                             ...
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Apresentação futureplaces juanballoso_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 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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Transcript of "Apresentação futureplaces juanballoso_eacd_lisboa2012"

  1. 1. 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
  2. 2. 2Reputation is importantIntensified globalisation leads to increased competitionbetween places The Importance of Reputation for Territories. 15 May 2012, Lisbon
  3. 3. 3Reputation is importantAs companies or people, territories depend on theirgood name (image / reputation)The image we have of a place has a ‘direct impact’ onour attitude, predisposition and behaviour towards thatplace, its people, its offer, its products andservices, ...and, in general, towards everything the placedoes, says or offer. The Importance of Reputation for Territories. 15 May 2012, Lisbon
  4. 4. SESSION OVERVIEW The Importance of Reputation for Territories. 15 May 2012, Lisbon
  5. 5. SESSION OVERVIEW The Importance of Reputation for Territories. 15 May 2012, Lisbon
  6. 6. SESSION OVERVIEW The Importance of Reputation for Territories. 15 May 2012, Lisbon
  7. 7. The Importance of Reputation for Territories. 15 May 2012, Lisbon
  8. 8. SESSION OVERVIEW The Importance of Reputation for Territories. 15 May 2012, Lisbon
  9. 9. SESSION OVERVIEW The Importance of Reputation for Territories. 15 May 2012, Lisbon
  10. 10. 10Reputation is importantHaving a strong image / reputation is the bestcompetitive advantage a place (city, region, nation) canhaveIt is a key factor in the success of the place inattracting visitors, companies, investors, professionals,events, etc. and in selling its products and servicesabroadFor this reason, in a more or less strategic, organized orcoordinated way most places try to ‘manage’ theirinternational image The Importance of Reputation for Territories. 15 May 2012, Lisbon
  11. 11. 11Whay do we want to manage our reputation?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 The Importance of Reputation for Territories. 15 May 2012, Lisbon
  12. 12. 12Whay 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. The Importance of Reputation for Territories. 15 May 2012, Lisbon
  13. 13. 13Whay do we want to manage our reputation?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. The Importance of Reputation for Territories. 15 May 2012, Lisbon
  14. 14. 14The identity – image gapThe image of a place, rarely reflects the true reality ofthe same (identity): the identity - image gapThis gap tends to be a negative factorMany places struggle with the frustration of not beingperceived correctly by the rest of the world“Stereotypes and clichés” can dominate perceptions ofsome placesAnother important reason is ‘time’: a place can changevery quickly, however, its image may remain far behindfor a long time The Importance of Reputation for Territories. 15 May 2012, Lisbon
  15. 15. 15The image-formation factors Personal experience Place- brand / Word of image mouth campaigns Behaviour PLACE Clichès and of IMAGE stereotypes citizens Export Politics brands Cultural and Sports Performances Keith Dinnie (‘Nation Branding’) The Importance of Reputation for Territories. 15 May 2012, Lisbon
  16. 16. 16Associations, Stereotypes and ClichésRussia The Importance of Reputation for Territories. 15 May 2012, Lisbon
  17. 17. 17Associations, Stereotypes and ClichésRussia The Importance of Reputation for Territories. 15 May 2012, Lisbon Source: Andrej Krikovic & Steve Weber. Branding Russia. UC Berkeley (undergraduate survey)
  18. 18. 18Stereotypes and ClichésScotland The Importance of Reputation for Territories. 15 May 2012, Lisbon
  19. 19. 19Associations, Stereotypes and ClichésSiberia The Importance of Reputation for Territories. 15 May 2012, Lisbon
  20. 20. 20Associations, Stereotypes and ClichésSiberia The Importance of Reputation for Territories. 15 May 2012, Lisbon
  21. 21. 21StereotypesSpain The Importance of Reputation for Territories. 15 May 2012, Lisbon
  22. 22. 22StereotypesSiberia The Importance of Reputation for Territories. 15 May 2012, Lisbon
  23. 23. 23StereotypesSiberia The Importance of Reputation for Territories. 15 May 2012, Lisbon
  24. 24. 24StereotypesSiberia The Importance of Reputation for Territories. 15 May 2012, Lisbon
  25. 25. The Importance of Reputation for Territories. 15 May 2012, Lisbon
  26. 26. 26Associations, Stereotypes and ClichésBolivia The Importance of Reputation for Territories. 15 May 2012, Lisbon
  27. 27. 27StereotypesColombia The Importance of Reputation for Territories. 15 May 2012, Lisbon
  28. 28. 28StereotypesColombia The Importance of Reputation for Territories. 15 May 2012, Lisbon
  29. 29. 29StereotypesColombia The Importance of Reputation for Territories. 15 May 2012, Lisbon
  30. 30. The Importance of Reputation for Territories. 15 May 2012, Lisbon
  31. 31. 31StereotypesColombia The Importance of Reputation for Territories. 15 May 2012, Lisbon
  32. 32. The Importance of Reputation for Territories. 15 May 2012, Lisbon
  33. 33. 33Associations, Stereotypes and ClichésColombia The Importance of Reputation for Territories. 15 May 2012, Lisbon
  34. 34. 34StereotypesColombia The Importance of Reputation for Territories. 15 May 2012, Lisbon
  35. 35. 35StereotypesColombia The Importance of Reputation for Territories. 15 May 2012, Lisbon
  36. 36. 36StereotypesColombia The Importance of Reputation for Territories. 15 May 2012, Lisbon
  37. 37. Brand Ambassador / Institutional Relations !! The Importance of Reputation for Territories. 15 May 2012, Lisbon
  38. 38. The Importance of Reputation for Territories. 15 May 2012, Lisbon
  39. 39. 39Associations, Stereotypes and ClichésArgentina The Importance of Reputation for Territories. 15 May 2012, Lisbon
  40. 40. 40Stereotypes and ClichésScotland The Importance of Reputation for Territories. 15 May 2012, Lisbon
  41. 41. 41Associations, Stereotypes and ClichésSpain The Importance of Reputation for Territories. 15 May 2012, Lisbon
  42. 42. The Importance of Reputation for Territories. 15 May 2012, Lisbon
  43. 43. 43StereotypesSpain The Importance of Reputation for Territories. 15 May 2012, Lisbon
  44. 44. 44StereotypesSpain The Importance of Reputation for Territories. 15 May 2012, Lisbon
  45. 45. 45StereotypesSpain The Importance of Reputation for Territories. 15 May 2012, Lisbon
  46. 46. 46StereotypesSpain The Importance of Reputation for Territories. 15 May 2012, Lisbon
  47. 47. 47StereotypesSpain The Importance of Reputation for Territories. 15 May 2012, Lisbon
  48. 48. 48Spain The Importance of Reputation for Territories. 15 May 2012, Lisbon
  49. 49. 49Associations, Stereotypes and ClichésPortugal? The Importance of Reputation for Territories. 15 May 2012, Lisbon
  50. 50. 50Reputation can be built and managedWhat is needed?1.A clear understanding of where the image / reputation ofthe place stands and how it has been formed2.Understand the image / brand building process3.A shared vision of the future and desired image4.Shared leadership to define and realise this vision5.Connecting up the stakeholders6.‘On brand’ actions that demonstrate the place’s brandinstead of just communications The Importance of Reputation for Territories. 15 May 2012, Lisbon
  51. 51. 51Understanding current imageWe need to understand where the image / reputation of ourplace (nation, region, city) stands and how it has beenformed The Importance of Reputation for Territories. 15 May 2012, Lisbon
  52. 52. 52The image of Barcelona The Importance of Reputation for Territories. 15 May 2012, Lisbon
  53. 53. 53The image of BarcelonaOne of the world’s most admired cities with one of the best images at aninternational 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 milliontourists per year, and the best european city in terms of quality of life. The Importance of Reputation for Territories. 15 May 2012, Lisbon
  54. 54. 54The image of Barcelona The Importance of Reputation for Territories. 15 May 2012, Lisbon
  55. 55. 55What does the research say? 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 The Importance of Reputation for Territories. 15 May 2012, Lisbon
  56. 56. 56The image/reputation (brand) building process Key Identity components: History Language Territory Political regime Place-brand identity & Architecture Sport Literature Art Religion Education Desired Positioning system Icons Landscape Music Food & drink Folklore Values… + Purpose & Value Proposition & Desired Image Place Design Public Policies Branded exports Sporting achievements The diaspora Marketing Communicators of place- communications Brand ambassadors Cultural brand identity & Positioning artefacts Govt. foreign policy Tourism experience Prominent personalities Public & Cultural Diplomacy International Relations PR … Audiences: Domestic consumers External consumers Place-brand image Domestic firms External firms Inward investors Governments Media … Adapted from Keith Dinnie (‘Nation Branding’) The Importance of Reputation for Territories. 15 May 2012, Lisbon
  57. 57. 57What is neededShared leadership and involvement of place stakeholders Government Public sector Private sector Citizens organizations organizations Tourism board Not-for-profit organizations Trade associationsInward investment agency Diaspora Chambers of commerce Economic development Personalities PSC brands agency Other Keith Dinnie (‘Nation Branding’) The Importance of Reputation for Territories. 15 May 2012, Lisbon
  58. 58. 58Spain The Importance of Reputation for Territories. 15 May 2012, Lisbon
  59. 59. 59SpainA succesful case of image change? “The Spanish Miracle” The Importance of Reputation for Territories. 15 May 2012, Lisbon
  60. 60. 60Spain The Importance of Reputation for Territories. 15 May 2012, Lisbon
  61. 61. 61Spain Democracy The Importance of Reputation for Territories. 15 May 2012, Lisbon
  62. 62. 62SpainA succesful case of image change EU The Importance of Reputation for Territories. 15 May 2012, Lisbon
  63. 63. 63SpainA succesful case of image change EU The Importance of Reputation for Territories. 15 May 2012, Lisbon Source: Presentación Julio Cervino (Universidad Carlos III)
  64. 64. 64SpainA succesful case of image change Source: Presentación Julio Cervino (Universidad Carlos III) The Importance of Reputation for Territories. 15 May 2012, Lisbon
  65. 65. 65SpainA succesful case of image change The Importance of Reputation for Territories. 15 May 2012, Lisbon
  66. 66. 66SpainA succesful case of image change The Importance of Reputation for Territories. 15 May 2012, Lisbon
  67. 67. 67SpainBut .... stereotypes still exist The Importance of Reputation for Territories. 15 May 2012, Lisbon Source:Presentación Julio Cervino (Universidad Carlos III)
  68. 68. 68SpainA succesful case of image change EU The Importance of Reputation for Territories. 15 May 2012, Lisbon Source: Presentación Julio Cervino (Universidad Carlos III) Source: Presentación Julio Cervino (Universidad Carlos III)
  69. 69. 69SpainA succesful case of image change The Importance of Reputation for Territories. 15 May 2012, Lisbon Source: Presentación Julio Cervino (Universidad Carlos III)
  70. 70. 70SpainA succesful case of image change The Importance of Reputation for Territories. 15 May 2012, Lisbon Source: Presentación Julio Cervino (Universidad Carlos III)
  71. 71. 71SpainA succesful case of image change The Importance of Reputation for Territories. 15 May 2012, Lisbon Source: Presentación Julio Cervino (Universidad Carlos III)
  72. 72. 72SpainA succesful case of image change The Importance of Reputation for Territories. 15 May 2012, Lisbon
  73. 73. 73SpainA succesful case of image change The Importance of Reputation for Territories. 15 May 2012, Lisbon Source: Presentación Julio Cervino (Universidad Carlos III)
  74. 74. 74SpainA succesful case of image change The Importance of Reputation for Territories. 15 May 2012, Lisbon Source: Presentación Julio Cervino (Universidad Carlos III)
  75. 75. 75SpainBut .... stereotypes still exist The Importance of Reputation for Territories. 15 May 2012, Lisbon
  76. 76. 76SpainBut .... stereotypes still exist The Importance of Reputation for Territories. 15 May 2012, Lisbon
  77. 77. 77SpainBut ... stereotypes still existAnd sometimes we have not helped much to change them The Importance of Reputation for Territories. 15 May 2012, Lisbon
  78. 78. 78StereotypesRusia The Importance of Reputation for Territories. 15 May 2012, Lisbon Source: Presentación Julio Cervino (Universidad Carlos III)
  79. 79. 79StereotypesSpain The Importance of Reputation for Territories. 15 May 2012, Lisbon Source: Presentación Julio Cervino (Universidad Carlos III)
  80. 80. 80SpainA succesful case of image change The Importance of Reputation for Territories. 15 May 2012, Lisbon
  81. 81. 81SpainPlus ... the impact of current (economic?) crisis The Importance of Reputation for Territories. 15 May 2012, Lisbon
  82. 82. 82SpainAnd ... clear mistakes in the ‘economic’ model’ The Importance of Reputation for Territories. 15 May 2012, Lisbon
  83. 83. 83SpainAnd ... clear mistakes in the ‘economic model’ Source: Presentación Julio Cervino (Universidad Carlos III) The Importance of Reputation for Territories. 15 May 2012, Lisbon
  84. 84. 84SpainAnd ... clear mistakes in the ‘economic model’ The Importance of Reputation for Territories. 15 May 2012, Lisbon
  85. 85. 85SpainAnd ... continuous negative exposure The Importance of Reputation for Territories. 15 May 2012, Lisbon
  86. 86. 86New Brand SpainWhat 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, ... The Importance of Reputation for Territories. 15 May 2012, Lisbon
  87. 87. 87New Brand SpainWhat 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? The Importance of Reputation for Territories. 15 May 2012, Lisbon
  88. 88. 88New Brand SpainWhat next?Build a ‘new brand’ (reality / story / image) that trully andfairly reflects the reality, aspirations and values of thecountry and its people ... and that includes and representsthe whole diversity of the countryNot an easy task The Importance of Reputation for Territories. 15 May 2012, Lisbon
  89. 89. 89New Brand SpainDemonstrate 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 … The Importance of Reputation for Territories. 15 May 2012, Lisbon
  90. 90. 90New Brand SpainIntegration Challenge:How can we build a strong, positive and relevant countrybrand (image) that, at the same time represents, reflectsand values existing national / regional identities,sensitibities and differences The Importance of Reputation for Territories. 15 May 2012, Lisbon
  91. 91. 91SpainBut .... stereotypes still exist The Importance of Reputation for Territories. 15 May 2012, Lisbon
  92. 92. 92Catalonia and SpainBarça vs Madrid The Importance of Reputation for Territories. 15 May 2012, Lisbon
  93. 93. 93Catalonia and SpainSelcción Española The Importance of Reputation for Territories. 15 May 2012, Lisbon Source: Presentación Julio Cervino (Universidad Carlos III)
  94. 94. 94Conclusions- 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
  95. 95. Major de Sarrià 185 – 187,Esc. 1, 2º 1ª08017 BarcelonaTel. 34 93 180 38 79Mob. 93 628 303 673 Thank Youwww.futureplaces.com very much The Importance of Reputation for Territories. 15 May 2012, Lisbon
  96. 96. 96The Importance of Reputation for Territories. 15 May 2012, Lisbon
  97. 97. 97The Importance of Reputation for Territories. 15 May 2012, Lisbon
  98. 98. 98The Importance of Reputation for Territories. 15 May 2012, Lisbon
  99. 99. 99The Importance of Reputation for Territories. 15 May 2012, Lisbon
  100. 100. 100The Importance of Reputation for Territories. 15 May 2012, Lisbon
  101. 101. 101Building Territorial Reputation
  102. 102. 102Building Territorial Reputation
  103. 103. Major de Sarrià 185 – 187,Esc. 1, 2º 1ª08017 BarcelonaTel. 34 93 180 38 79Mob. 93 628 303 673 Thank Youwww.futureplaces.com very much
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