Evaluating Spain's current national brand and the role of social media in creating a new onePresentation Transcript
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-- Brand --
Long-term profitable bond between an offering & a customer. This relationship is based on economic,
emotional and/or experiential value, backed by everyday operational excellence & consistently measured for
accountability, usually by customer profitability.
It is the most important part of a brand's definition, its role has been advocated as securing
competitive advantage and long-term success.
Brands provide to consumers important functions: identify the source of maker of a product and allow
consumers to assign responsibility to a particular manufacturer or distributor. Most important, brands take
on special meaning to consumers. Because of past experiences with the product and its marketing
program over the years, consumers find out which brands satisfy their need and which ones do not. As a
result, brands provide a shortland device or means of simplification for their product decisions.
“To many, a brand suggests the best choice”
-- Key Factors on Brand Building --
*Identity Versus Image.
There is frequently a gap between these two terms and it is fundamentally important to keep in mind
that the brand identity refers to the strategic goal for a brand while the brand image is what currently
resides in the minds of consumers
-- Marketing versus Branding --
Marketing Versus Branding. - Neutron LLC. (2009). Great Lover Slides. -
Branding can be described as a tool in the marketing practice of creating a
name, symbol or design, and maintaining an image that encourages confidence in
the quality and performance of that brand’s products or services, by selecting and
blending tangible and intangible attributes identifying and differentiating
attractively, meaningfully and in compelling way that brand from others in the
challenging markets every time, enabling
to establish a long-term relation between the client and the company.
-- Concept of Destination Brand --
The comparison of a classical brand and a country brand..
Papp- Váry (2003). The marketing point of view: countries as brands.
-- Concept of Destination Branding --
It consists in combining all the attributes associated with the place (products,
services, industries) under one concept, which expresses a unique identity and
personality of the destination and differentiates it from its competition, it is also is
about how consumers perceive the destination in their minds.
-- Key Factors On The Process Of Branding a Destination --
Vision and stakeholder management.
Target customer and product portfolio matching.
Positioning and differentiation strategies using branding
Feedback and response management strategies:
-- Need of Branding a Destination --
The idea of a country induces a reaction in the mind of every person, where it is a
foreigner, citizen, corporation or Government.
The image of a country can make critical difference to the success of its business, trade
and tourism efforts, as well as its diplomatic and cultural relations with other nations.
-- Measurement of the Country Brand --
Country Brand Index Nation Brand Index
The Country Brand Framework. The Nation Brand Hexagon.
FutureBrand (2009) The Country Brand Index. Anholt, S. (2000) Nation branding.
-- Social Media Concept --
“The way of using the Internet to instantly collaborate, share
information, and have a conversation about ideas or causes we care
about. It’s a world where anyone can be a publisher, a reporter, an
artist, a filmmaker, a photographer or pundit.”
“A group of Internet-based applications that build on the ideological
and technological foundations of Web 2.0, and that allow the
creation and exchange of user-generated content”.
“Describes it as “an umbrella term that defines various activities that
integrate technology, social interaction, and the construction of
words, pictures, videos and audio, it’s also a fancy way to describe
the zillions of conversations people are having online 24/7.”
-- Importance of Social Media --
Social media is now the number one online activity beating porn and personal email to the
Two thirds of the global internet population visit social networks.
Time spent on social networks is growing at three times the overall internet rate, accounting
for 10% of all internet time.
Online including social media has become the most influential source in helping consumer
make purchasing decisions.
Social media is democratizing communications.
Millions of people are creating content for the social web.
The next 3 billion consumers will access the internet from a mobile device.
Already 80% of Twitter usage is on mobile devices. People update anywhere, anytime.
In almost all cases social media is free. All it will cost you is time.
Social media has incredible broadcasting power: Years to reach 50 million users:
Radio – 38 years
TV – 13 years
Internet – 4 years
iPod – 3 years
Facebook -11 months- 175 million users
-- Social Media Channels --
Any place where users, fans or customers can interact with each and share
Basic understanding of how it has built its image through the years.
-- Evolution from Catholic Monarchs to the mid XX Century --
“The Empire where the sun never set on”
-- From mid XX Century to The Democracy --
Tourism as the “Business of the State”
-- From Juan Carlos I to the XX Century --
Spain, an EU member
-- The first decade of XXI Century --
Spain, one of the most liberal, tolerant and permissive societies, as well as being one of the
-- Spanish Brand as a Tourist Destination --
Corporate Identity Image
Spain’s corporate Identity Image. Turespaña (2009).
Spanish Last Advertisement Campaign Spanish New Brand Advertisement Campaign
Spanish Advertisement Campaign. Turespaña (2009) Smile you are in Spanish Advertisement Campaign. Turespaña (2010). I Need Spain.
Tourism Offices all Over the World TV Press
Spanish Tourism Offices around the World. Spain is a Great Brand.
Turespaña (2010). Elle Magazine (2009).
Spain’s main Website. www.Spain.info (2010)
-- Spanish Brand as a Business Country --
Corporate Identity Image
Spain’s corporate Identity
Acts as an umbrella Image. ICEX (2010)
logo for specific
Spain’s Corporate images for different busines
Fashion Interiors Technology Gourmet Wine
Switzerland Spain’s main websites for Business.
Internet ICEX (2010).
The main website
diverges into other
depending on the Algeria
target country Túnez
Main website, Spain
Turkey Portugal France
-- Spain’s Ranks --
Nation Brand Index Country Brand Index
Spain’s Rank in Nation Brand Index and Country Brand Index. Own
-- Spain in the Anholt’s Hexagon Image --
Spain’s shape on Nation Brands Hexagon. Own Figure..2010
-- Image --
The Spanish Brands on Nations Brand Index. Own Figure.2010
1.- No one of these Spanish brands reach all important aspects.
2.-These branding processes are based on important aspects but they do not share the
same corporate brand image, thus they merely contribute to confuse customer
perceptions of the country not providing a clear, unified and truly image of the Spanish
3.- It is a mistake to think they should be different since they try to reach different goals.
They are not different.
-- Promotion --
1.- Turespaña bases promotion on powerful and creative advertisement campaigns on
different television channels across the world.
2.- This time it has gone a step further basing its newest campaign in experiential branding
avoiding sailing just a place, nice views or a feature of the country.
3.- Turespaña has realized the huge impact that produces on customers’ perceptions the
use of celebrities and they have developed this newest campaign with them in a co-
4.- ICEX has developed very small promotion on the internet and some specific
5.- These two organizations are using internet in order to promote their brands, but it does
not have influence enough yet.
6.- Presence of the brands on Social Media Channels:
Social media channels in Spanish Country Brands Websites. Own
Table.2010 Spanish Country Brands Websites in social media channels. Own
-- Conclutions --
1.- Country branding is a sum of all aspects that builds a
country, thus all these aspects have to be included in the
brand building process.
2.- Spain needs to define the appropriate brand image to
reflect all its realities, and focus it more in current trends of
promotion, such social media.