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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 …

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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  • 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. 2Reputation is importantIntensified globalisation leads to increased competitionbetween places The Importance of Reputation for Territories. 15 May 2012, Lisbon
  • 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. SESSION OVERVIEW The Importance of Reputation for Territories. 15 May 2012, Lisbon
  • 5. SESSION OVERVIEW The Importance of Reputation for Territories. 15 May 2012, Lisbon
  • 6. SESSION OVERVIEW The Importance of Reputation for Territories. 15 May 2012, Lisbon
  • 7. The Importance of Reputation for Territories. 15 May 2012, Lisbon
  • 8. SESSION OVERVIEW The Importance of Reputation for Territories. 15 May 2012, Lisbon
  • 9. SESSION OVERVIEW The Importance of Reputation for Territories. 15 May 2012, Lisbon
  • 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. 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. 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. 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. 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. 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. 16Associations, Stereotypes and ClichésRussia The Importance of Reputation for Territories. 15 May 2012, Lisbon
  • 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. 18Stereotypes and ClichésScotland The Importance of Reputation for Territories. 15 May 2012, Lisbon
  • 19. 19Associations, Stereotypes and ClichésSiberia The Importance of Reputation for Territories. 15 May 2012, Lisbon
  • 20. 20Associations, Stereotypes and ClichésSiberia The Importance of Reputation for Territories. 15 May 2012, Lisbon
  • 21. 21StereotypesSpain The Importance of Reputation for Territories. 15 May 2012, Lisbon
  • 22. 22StereotypesSiberia The Importance of Reputation for Territories. 15 May 2012, Lisbon
  • 23. 23StereotypesSiberia The Importance of Reputation for Territories. 15 May 2012, Lisbon
  • 24. 24StereotypesSiberia The Importance of Reputation for Territories. 15 May 2012, Lisbon
  • 25. The Importance of Reputation for Territories. 15 May 2012, Lisbon
  • 26. 26Associations, Stereotypes and ClichésBolivia The Importance of Reputation for Territories. 15 May 2012, Lisbon
  • 27. 27StereotypesColombia The Importance of Reputation for Territories. 15 May 2012, Lisbon
  • 28. 28StereotypesColombia The Importance of Reputation for Territories. 15 May 2012, Lisbon
  • 29. 29StereotypesColombia The Importance of Reputation for Territories. 15 May 2012, Lisbon
  • 30. The Importance of Reputation for Territories. 15 May 2012, Lisbon
  • 31. 31StereotypesColombia The Importance of Reputation for Territories. 15 May 2012, Lisbon
  • 32. The Importance of Reputation for Territories. 15 May 2012, Lisbon
  • 33. 33Associations, Stereotypes and ClichésColombia The Importance of Reputation for Territories. 15 May 2012, Lisbon
  • 34. 34StereotypesColombia The Importance of Reputation for Territories. 15 May 2012, Lisbon
  • 35. 35StereotypesColombia The Importance of Reputation for Territories. 15 May 2012, Lisbon
  • 36. 36StereotypesColombia The Importance of Reputation for Territories. 15 May 2012, Lisbon
  • 37. Brand Ambassador / Institutional Relations !! The Importance of Reputation for Territories. 15 May 2012, Lisbon
  • 38. The Importance of Reputation for Territories. 15 May 2012, Lisbon
  • 39. 39Associations, Stereotypes and ClichésArgentina The Importance of Reputation for Territories. 15 May 2012, Lisbon
  • 40. 40Stereotypes and ClichésScotland The Importance of Reputation for Territories. 15 May 2012, Lisbon
  • 41. 41Associations, Stereotypes and ClichésSpain The Importance of Reputation for Territories. 15 May 2012, Lisbon
  • 42. The Importance of Reputation for Territories. 15 May 2012, Lisbon
  • 43. 43StereotypesSpain The Importance of Reputation for Territories. 15 May 2012, Lisbon
  • 44. 44StereotypesSpain The Importance of Reputation for Territories. 15 May 2012, Lisbon
  • 45. 45StereotypesSpain The Importance of Reputation for Territories. 15 May 2012, Lisbon
  • 46. 46StereotypesSpain The Importance of Reputation for Territories. 15 May 2012, Lisbon
  • 47. 47StereotypesSpain The Importance of Reputation for Territories. 15 May 2012, Lisbon
  • 48. 48Spain The Importance of Reputation for Territories. 15 May 2012, Lisbon
  • 49. 49Associations, Stereotypes and ClichésPortugal? The Importance of Reputation for Territories. 15 May 2012, Lisbon
  • 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. 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. 52The image of Barcelona The Importance of Reputation for Territories. 15 May 2012, Lisbon
  • 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. 54The image of Barcelona The Importance of Reputation for Territories. 15 May 2012, Lisbon
  • 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. 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. 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. 58Spain The Importance of Reputation for Territories. 15 May 2012, Lisbon
  • 59. 59SpainA succesful case of image change? “The Spanish Miracle” The Importance of Reputation for Territories. 15 May 2012, Lisbon
  • 60. 60Spain The Importance of Reputation for Territories. 15 May 2012, Lisbon
  • 61. 61Spain Democracy The Importance of Reputation for Territories. 15 May 2012, Lisbon
  • 62. 62SpainA succesful case of image change EU The Importance of Reputation for Territories. 15 May 2012, Lisbon
  • 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. 64SpainA succesful case of image change Source: Presentación Julio Cervino (Universidad Carlos III) The Importance of Reputation for Territories. 15 May 2012, Lisbon
  • 65. 65SpainA succesful case of image change The Importance of Reputation for Territories. 15 May 2012, Lisbon
  • 66. 66SpainA succesful case of image change The Importance of Reputation for Territories. 15 May 2012, Lisbon
  • 67. 67SpainBut .... stereotypes still exist The Importance of Reputation for Territories. 15 May 2012, Lisbon Source:Presentación Julio Cervino (Universidad Carlos III)
  • 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. 69SpainA succesful case of image change The Importance of Reputation for Territories. 15 May 2012, Lisbon Source: Presentación Julio Cervino (Universidad Carlos III)
  • 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. 71SpainA succesful case of image change The Importance of Reputation for Territories. 15 May 2012, Lisbon Source: Presentación Julio Cervino (Universidad Carlos III)
  • 72. 72SpainA succesful case of image change The Importance of Reputation for Territories. 15 May 2012, Lisbon
  • 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. 74SpainA succesful case of image change The Importance of Reputation for Territories. 15 May 2012, Lisbon Source: Presentación Julio Cervino (Universidad Carlos III)
  • 75. 75SpainBut .... stereotypes still exist The Importance of Reputation for Territories. 15 May 2012, Lisbon
  • 76. 76SpainBut .... stereotypes still exist The Importance of Reputation for Territories. 15 May 2012, Lisbon
  • 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. 78StereotypesRusia The Importance of Reputation for Territories. 15 May 2012, Lisbon Source: Presentación Julio Cervino (Universidad Carlos III)
  • 79. 79StereotypesSpain The Importance of Reputation for Territories. 15 May 2012, Lisbon Source: Presentación Julio Cervino (Universidad Carlos III)
  • 80. 80SpainA succesful case of image change The Importance of Reputation for Territories. 15 May 2012, Lisbon
  • 81. 81SpainPlus ... the impact of current (economic?) crisis The Importance of Reputation for Territories. 15 May 2012, Lisbon
  • 82. 82SpainAnd ... clear mistakes in the ‘economic’ model’ The Importance of Reputation for Territories. 15 May 2012, Lisbon
  • 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. 84SpainAnd ... clear mistakes in the ‘economic model’ The Importance of Reputation for Territories. 15 May 2012, Lisbon
  • 85. 85SpainAnd ... continuous negative exposure The Importance of Reputation for Territories. 15 May 2012, Lisbon
  • 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. 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. 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. 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. 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. 91SpainBut .... stereotypes still exist The Importance of Reputation for Territories. 15 May 2012, Lisbon
  • 92. 92Catalonia and SpainBarça vs Madrid The Importance of Reputation for Territories. 15 May 2012, Lisbon
  • 93. 93Catalonia and SpainSelcción Española The Importance of Reputation for Territories. 15 May 2012, Lisbon Source: Presentación Julio Cervino (Universidad Carlos III)
  • 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. 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. 96The Importance of Reputation for Territories. 15 May 2012, Lisbon
  • 97. 97The Importance of Reputation for Territories. 15 May 2012, Lisbon
  • 98. 98The Importance of Reputation for Territories. 15 May 2012, Lisbon
  • 99. 99The Importance of Reputation for Territories. 15 May 2012, Lisbon
  • 100. 100The Importance of Reputation for Territories. 15 May 2012, Lisbon
  • 101. 101Building Territorial Reputation
  • 102. 102Building Territorial Reputation
  • 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