Your SlideShare is downloading. ×
0
Berlin   International Economic Congress              Brand Ireland- An Illustration of Damage and Repair -         Profes...
Outline                     Ireland as a Nation Brand             Reputation Damage from financial Crisis  Prospects of Re...
Brand Ireland is all about                     People and Place                Reflects research evidence              tha...
Positioning       TOURISM                                     BUSINESS   The island of                                   T...
The two main Targets                - Tourism and Business -Brand Ireland Reputation Damage Prospects of Repair Factors fo...
A roaring Success                              Success of Celtic TigerGDP growth averaged 6.3% through the 1990s, with clo...
We Irish basked in the glow and   thought we were wonderful                but   pride comes before a fall......          ...
Ireland’s Reputation crumblesCowens global hangoverSeptember 15, 2010BRIAN Cowen’s hangover went global today.As the count...
Cowens global Hangover                       September 15, 2010  Brian Cowen (Global Coverage 10th – 14th September 2010) ...
The Story appeared in Publications in 26 Countries       including: USA, UK, India and China     Brian Cowen (Global Cover...
Bailout by the IMF and the ECBToday the 12 men and women from the InternationalMonetary Fund, in suits and sensible coats,...
When Irish Eyes Are Crying     “First Iceland. Then Greece.    Now Ireland, which headed for bankruptcy with its own myste...
Nation Brands are about trying to achieve Convergence between Identity and Image         Identity                         ...
Typically Identity is more positive                    than Image            Identity                         Positive    ...
In Ireland’s Case, it is now the reverse         Neutral or                                               Image         Po...
Our Trust in our Institutions crumbled                                       Global                  55                   ...
Ireland less trusting than global Peers of most                   Industries Brand Ireland Reputation Damage Prospects of ...
Ireland least trusting of Government among all EU                     Countries  Brand Ireland Reputation Damage Prospects...
So, what is the outlook for the future?Are we Irish and Brand Ireland destined toreside at the bottom of all rankings for ...
The Answer is -- not necessarily               For several Reasons1. Ireland’s problems are relatively minor in the scale ...
Catastrophies form a continuum in Terms of Gravity           Malevolence Mismanagement                                    ...
Ireland’s Problems are at the low End of the                  Continuum          MalevolenceMismanagement                 ...
Research Evidence shows that Corporations recover      very quickly from catastrophic Events      • Sales of contaminated ...
Searches about Travel to Ireland have declined by                more than 60%                            Interest over Ti...
Interest in Business in Ireland                          Interest over TimeInterest in business in Ireland was very high d...
Irish Exports have held up well and Growth            accelerated in 2010                     Export and Import Volumes 60...
Ireland’s Share of FDI is Still Very Strong Ranked             2nd in the world in 2010                                FDI...
Tourism Numbers have suffered but there are Signs              of Uplift this Year                        Overseas Visits ...
Our Trust in our Institutions is also improving                         Trust in Business                    Infomred Publ...
And we have a new Government which should bring   fresh Leadership and better Communication   Brand Ireland Reputation Dam...
Upcoming SlideShare
Loading in...5
×

BerlinInternational Economic Congress

528

Published on

BerlinInternational Economic Congress: Brand Ireland-An Illustration of Damage and Repair. By Mary Lambkin©,
Professor of Marketing,
Smurfit Business School,
University College Dublin

0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
528
On Slideshare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
1
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Transcript of "BerlinInternational Economic Congress"

  1. 1. Berlin International Economic Congress Brand Ireland- An Illustration of Damage and Repair - Professor Mary Lambkin UCD Michael Smurfit School of Business
  2. 2. Outline Ireland as a Nation Brand Reputation Damage from financial Crisis Prospects of Repair: Research Evidence from other Cases Factors necessary for Success Outlook for the FutureBrand Ireland Reputation Damage Prospects of Repair Factors for Success Outlook
  3. 3. Brand Ireland is all about People and Place Reflects research evidence that Ireland scores in top 10 on • Natural beauty • Friendly locals • Families • Nice place to live • Rest and relaxation • Easy to Do Business With • Preferred destination for conferences • Good to extend a business tripBrand Ireland Reputation Damage Prospects of Repair Factors for Success Outlook
  4. 4. Positioning TOURISM BUSINESS The island of The island character and of vibrant characters possibilityBrand Ireland Reputation Damage Prospects of Repair Factors for Success Outlook
  5. 5. The two main Targets - Tourism and Business -Brand Ireland Reputation Damage Prospects of Repair Factors for Success Outlook
  6. 6. A roaring Success Success of Celtic TigerGDP growth averaged 6.3% through the 1990s, with close to 10%—between 1995and 2000. Ireland’s GDP per capita surpassed the UK’s.FDI averaged over $2.5 billion per year and unemployment reduced to 5%. Fiscalsurpluses became the norm, national debt all but disappeared, and emigrantsreturned in droves.Ireland designated “The World’s Best Country”“Ireland wins because it successfully combines the most desirable elements of thenew (the fourth highest GDP per head in the world in 2005, low unemployment,political liberties) with the preservation of certain cozy elements of the old, such asstable family and community life.”The Economist Intelligence Unit, Quality of Life Survey, EIU World Report, 2005, p. 86.Brand Ireland Reputation Damage Prospects of Repair Factors for Success Outlook
  7. 7. We Irish basked in the glow and thought we were wonderful but pride comes before a fall...... And fall we did!Brand Ireland Reputation Damage Prospects of Repair Factors for Success Outlook
  8. 8. Ireland’s Reputation crumblesCowens global hangoverSeptember 15, 2010BRIAN Cowen’s hangover went global today.As the country’s economic standing plummets, theworld’s most influential publications and websitesreported on the Taoiseach’s late night drink-in.Coverage of the debacle featured in 457 articles in400 publications across 26 countries.The Wall Street Journal said the timing of Cowen’s“bizarre ... slurred and tired” interview, “couldn’t beworse”.It said that that the country’s spiralling debt crisiswas “fuelling concerns about the Government’sability to weather the storm”.Fianna Fail TDs were reeling after their annualthink-in was renamed the “drink-in”.Brand Ireland Reputation Damage Prospects of Repair Factors for Success Outlook
  9. 9. Cowens global Hangover September 15, 2010 Brian Cowen (Global Coverage 10th – 14th September 2010) Over 400 publications covered the story; 457 articles were published by midnight on 14th September, less than 24 hours after the interview; The coverage represented a 692% increase on the average daily coverage for Mr Cowen over the proceeding five daysBrand Ireland Reputation Damage Prospects of Repair Factors for Success Outlook
  10. 10. The Story appeared in Publications in 26 Countries including: USA, UK, India and China Brian Cowen (Global Coverage 10th – 14th September 2010) Country by Counrty Breakdown of International Coverage Brand Ireland Reputation Damage Prospects of Repair Factors for Success Outlook
  11. 11. Bailout by the IMF and the ECBToday the 12 men and women from the InternationalMonetary Fund, in suits and sensible coats, arrivedin Dublin to clear up the financial mess.By any measure it was an extraordinary day forIreland. Historian Diarmuid Ferriter described it asdevastating and a "humiliating milestone" that thenations sovereignty was being compromised nearly100 years after hard-fought independence. Ajai Chopra, Deputy Director of the IMF European Department, on his A leader in the Irish Times talked of ignominy. way to a meeting at the with the"There is the shame of it all," it said. "Having governor of the Central Bank of Ireland.obtained our political independence from Britain to November 18, 2010be masters of our own affairs, we have nowsurrendered our sovereignty to the EuropeanCommission, the European Central Bank, and theIMF."Brand Ireland Reputation Damage Prospects of Repair Factors for Success Outlook
  12. 12. When Irish Eyes Are Crying “First Iceland. Then Greece. Now Ireland, which headed for bankruptcy with its own mysterious logic. In 2000, suddenly among the richest people in Europe, the Irish decided to buy their country—fromone another. After which their banksand government really screwe them. So where’s the rage? Michael Lewis, March 2011Brand Ireland Reputation Damage Prospects of Repair Factors for Success Outlook
  13. 13. Nation Brands are about trying to achieve Convergence between Identity and Image Identity ImageBrand Ireland Reputation Damage Prospects of Repair Factors for Success Outlook
  14. 14. Typically Identity is more positive than Image Identity Positive Neutral or Image NegativeBrand Ireland Reputation Damage Prospects of Repair Factors for Success Outlook
  15. 15. In Ireland’s Case, it is now the reverse Neutral or Image Positive Identity NegativeBrand Ireland Reputation Damage Prospects of Repair Factors for Success Outlook
  16. 16. Our Trust in our Institutions crumbled Global 55 Brazil 80 UAE 78 Netherlands 73 China 73 Italy 56 India 56 Sweden 52 Spain 51 France 50 Poland 49 Germany 44 US 42 UK 40 Russia 40 Ireland 39Brand Ireland Reputation Damage Prospects of Repair Factors for Success Outlook
  17. 17. Ireland less trusting than global Peers of most Industries Brand Ireland Reputation Damage Prospects of Repair Factors for Success Outlook
  18. 18. Ireland least trusting of Government among all EU Countries Brand Ireland Reputation Damage Prospects of Repair Factors for Success Outlook
  19. 19. So, what is the outlook for the future?Are we Irish and Brand Ireland destined toreside at the bottom of all rankings for theforeseeable future?And, more importantly,Is this going to damage our economy in a realand lasting way?Brand Ireland Reputation Damage Prospects of Repair Factors for Success Outlook
  20. 20. The Answer is -- not necessarily For several Reasons1. Ireland’s problems are relatively minor in the scale of events that countries have to deal with.2. Research demonstrates that corporations (not unlike countries) bounce back very quickly, even from very grave problems.3. Strong leadership and good communication have been shown to be effective tools in accelerating recovery.4. Evidence from the Irish economy shows that it has actually started to recover already.Brand Ireland Reputation Damage Prospects of Repair Factors for Success Outlook
  21. 21. Catastrophies form a continuum in Terms of Gravity Malevolence Mismanagement Major Natural Disaster Technological Disaster Confrontation Brand Ireland Reputation Damage Prospects of Repair Factors for Success Outlook
  22. 22. Ireland’s Problems are at the low End of the Continuum MalevolenceMismanagement Major Natural Disaster Technological Disaster Confrontation Brand Ireland Reputation Damage Prospects of Repair Factors for Success Outlook
  23. 23. Research Evidence shows that Corporations recover very quickly from catastrophic Events • Sales of contaminated or recalled products return to their normal levels within 6-12 months, eg Tylenol, Perrier, beef. • Share prices and volume of trade return to their normal levels within a year, eg. Toyota. • General corporate reputations return to their previous levels inside 3 years--survey of CEOs of major plcs. Brand Ireland Reputation Damage Prospects of Repair Factors for Success Outlook
  24. 24. Searches about Travel to Ireland have declined by more than 60% Interest over Time Brand Ireland Reputation Damage Prospects of Repair Factors for Success Outlook
  25. 25. Interest in Business in Ireland Interest over TimeInterest in business in Ireland was very high during the boomyears, declined as the recession took hold, but showed signs ofrecovery in 2010Brand Ireland Reputation Damage Prospects of Repair Factors for Success Outlook
  26. 26. Irish Exports have held up well and Growth accelerated in 2010 Export and Import Volumes 600 500 400 300 200 100 0 00 01 02 03 05 06 07 09 10 04 08 20 20 20 20 20 20 20 20 20 20 20 Exports Imports Irish exports up 6.9% in 2010 compared to EU27 average of -3.9%Brand Ireland Reputation Damage Prospects of Repair Factors for Success Outlook
  27. 27. Ireland’s Share of FDI is Still Very Strong Ranked 2nd in the world in 2010 FDI Index 6 5 4 3 2 1 0 il re d d p Au d lia a sia UK az di Re lan an lan po ra ne In Br ail Ire Po st h ga do ec Th Sin In Cz Brand Ireland Reputation Damage Prospects of Repair Factors for Success Outlook
  28. 28. Tourism Numbers have suffered but there are Signs of Uplift this Year Overseas Visits to Ireland 9,000 8,000 7,000 6,000 5,000 4,000 3,000 2,000 1,000 0 00 01 02 03 04 05 06 07 08 09 10 20 20 20 20 20 20 20 20 20 20 20 000 Overseas Visits Overseas visits to Ireland peaked in 2007 at 8 million, falling to 6 million in 2010, a decline of 25% Brand Ireland Reputation Damage Prospects of Repair Factors for Success Outlook
  29. 29. Our Trust in our Institutions is also improving Trust in Business Infomred Publics ages 24-64 Ireland trust in busness now equal to US trust and catching up to EUBrand Ireland Reputation Damage Prospects of Repair Factors for Success Outlook
  30. 30. And we have a new Government which should bring fresh Leadership and better Communication Brand Ireland Reputation Damage Prospects of Repair Factors for Success Outlook
  1. A particular slide catching your eye?

    Clipping is a handy way to collect important slides you want to go back to later.

×