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Fuen Sanchez
Masters Dissertation
         May 2010
Press to be redirected
where desired to read.
-- Brand --
                                                Concept
Long-term profitable bond between an offering & a cust...
-- Key Factors on Brand Building --




*Identity Versus Image.
       There is frequently a gap between these two terms a...
-- Marketing versus Branding --




                 Marketing Versus Branding. - Neutron LLC. (2009). Great Lover Slides....
-- Concept of Destination Brand --




The comparison of a classical brand and a country brand..
Papp- Váry (2003). The ma...
-- Concept of Destination Branding --
 It consists in combining all the attributes associated with the place (products,
 s...
-- Need of Branding a Destination --
The idea of a country induces a reaction in the mind of every person, where it is a
f...
-- Social Media Concept --
Defined as:

  “The way of using the Internet to instantly collaborate, share
  information, an...
-- Importance of Social Media --
Social media is now the number one online activity beating porn and personal email to th...
-- Social Media Channels --
Any place where users, fans or customers can interact with each and share
things.
            ...
Basic understanding of how it has built its image through the years.

-- Evolution from Catholic Monarchs to the mid XX Ce...
-- From Juan Carlos I to the XX Century --
                                   Spain, an EU member




                   -...
-- Spanish Brand as a Tourist Destination --
                                                Corporate Identity Image




...
Other Promotion

                                                            Ambassadors




Tourism Offices all Over the ...
-- Spanish Brand as a Business Country --
                                            Corporate Identity Image
           ...
-- Spain’s Ranks --
Nation Brand Index                             Country Brand Index




     Spain’s Rank in Nation Bra...
-- Image --




                        The Spanish Brands on Nations Brand Index. Own Figure.2010
1.- No one of these Spa...
-- Promotion --
          1.- Turespaña bases promotion on powerful and creative advertisement campaigns on
          diff...
-- Conclutions --


1.- Country branding is a sum of all aspects that builds a
country, thus all these aspects have to be ...
-- Brand Image --
For the development of this new brand image, it has been chosen the “molecular brand” structure:



    ...
The Molecular
                                                                      Country Brand
                        ...
The Spanish
                                                                                                  Molecular Co...
Colors and fonts have been also chosen according to balance this soft image of
the Spanish country brand, therefore it has...
-- Brand Promotion --
                                                Internet
The main channel of promotion for this bran...
The home page is presented with the
slogan, and a collage of famous
Spanish brands. This increases Spanish
brands      pro...
Depending on the word selected, it will be displayed different menus enclosing different
information and web links about S...
Spain’s new Country Brand main Website 2. ©
             Own Figure.2010
Spain’s new Country Brand main Website 2. © Own Figure.2010

Last letter (A), will enclose the most interactive part. This...
Thank you very mach for watching!



                                For further information:
                            ...
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Evaluating Spain's current national brand and the role of social media in creating a new one

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Evaluating Spain's current national brand and the role of social media in creating a new one

  1. 1. Fuen Sanchez Masters Dissertation May 2010
  2. 2. Press to be redirected where desired to read.
  3. 3. -- Brand -- Concept 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. Added Value It is the most important part of a brand's definition, its role has been advocated as securing competitive advantage and long-term success. Importance 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”
  4. 4. -- 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
  5. 5. -- Marketing versus Branding -- Marketing Versus Branding. - Neutron LLC. (2009). Great Lover Slides. - Marketing Branding 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.
  6. 6. -- 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.
  7. 7. -- 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 components. Communication strategies. Feedback and response management strategies: *Brand Netnography *Souvenirs *WOM
  8. 8. -- 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.
  9. 9. -- Social Media Concept -- Defined as: “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.”
  10. 10. -- Importance of Social Media -- Social media is now the number one online activity beating porn and personal email to the top spot. 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
  11. 11. -- Social Media Channels -- Any place where users, fans or customers can interact with each and share things. •WEB 2.0. •Blogs. •Micro- Blogs. •Social Networks. •Wikis. •Social Bookmarking. •Photo Sharing. •Video Sharing •Podcasts.
  12. 12. 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” http://www.watchmojo.com/index.php?id=8296 -- From mid XX Century to The Democracy -- Tourism as the “Business of the State”
  13. 13. -- 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 healthiest.
  14. 14. -- Spanish Brand as a Tourist Destination -- Corporate Identity Image Spain’s corporate Identity Image. Turespaña (2009). Promotion 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.
  15. 15. Other Promotion Ambassadors Tourism Offices all Over the World TV Press Spanish Tourism Offices around the World. Spain is a Great Brand. Turespaña (2010). Elle Magazine (2009). Internet Spain’s main Website. www.Spain.info (2010)
  16. 16. -- Spanish Brand as a Business Country -- Corporate Identity Image Spain’s corporate Identity Acts as an umbrella Image. ICEX (2010) logo for specific markets Spain’s Corporate images for different busines ICEX (2010). Fashion Interiors Technology Gourmet Wine Germany Promotion China Switzerland Spain’s main websites for Business. Internet ICEX (2010). The main website EE.UU. diverges into other Morocco depending on the Algeria target country Túnez Japan Main website, Spain Russia Ukraine Kazajstan Turkey Portugal France Mozambique Congo Brasil Guinea Angola Senegal
  17. 17. -- 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 -- Table..2010 Spain’s shape on Nation Brands Hexagon. Own Figure..2010
  18. 18. -- 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 country. 3.- It is a mistake to think they should be different since they try to reach different goals. They are not different.
  19. 19. -- 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- branding effort. 4.- ICEX has developed very small promotion on the internet and some specific publications. 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 Table.2010
  20. 20. -- 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.
  21. 21. -- Brand Image -- For the development of this new brand image, it has been chosen the “molecular brand” structure: CORE + AUDIENCE + CONNECTORS= BRAND http://www.slideshare.net/slidesbynouve/the-molecular-brand The Molecular Brand Shapes. Hensel, T. (2009) Nouve Interplay. The Molecular Brand. The brand elements These are essential in selected specifically to order to reduce de build this new brand gap between the image core, have been Spanish image and its chosen among the most identity, showing a important elements, better country brand following Nations Brand image. Index, Country Brand index, and taking into account current market The Molecular Country Brand Shape. ©. requirements. Own Figure. 2010
  22. 22. The Molecular Country Brand Shape and The Spanish Molecular Country Brand Shape. © Own Figure.2010 This molecular structure matches perfectly with the logo and name of Spain. The Spanish Molecular Country Brand Shape. © Own Figure.2010 Colors and words that connect with these elements and with the name of the country, España, have been chosen with the intention of stress the impact of each element on customers’ perceptions.
  23. 23. The Spanish Molecular Country Brand Shape explanation. © Own Figure.2010 Empresas/ Business: Covering sectors of: exports, investments, companies and everything related to the economy. Sociedad/ Society: Deals with people, sports, personalities, celebrities Politica/ Politics: Includes everything related with governance, diplomacy, law and rights. Artes/Arts: Involves art, culture, fashion and folklore.. EspaÑol/Spanish: Comprises language, literature, investigation and scientific studies. Autobiografia/ Autobiography: A country is also build by its people stories, and they own perceptions. In addition, in this word is set up the main link to social medial and experiential branding. This section will also enclose the History of Spain. Turismo/ Tourism: Tourism is represented by the Miró logo of Tourespaña, which is already well known and recognized by customers. Besides this new brand image needs a logo image and after all the success it has brought, there will be a mistake not using it. *These words do not appear in the logo, they will just in the website.
  24. 24. Colors and fonts have been also chosen according to balance this soft image of the Spanish country brand, therefore it has been selected cold colors (among grey, black, purple, blue and green) and a more sophisticated font, thin and modern to maintain the desired equilibrium. Spain’s new Country Brand Image. © Own Figure.2010 Finally it is obtained the new brand logo, but it has been added a black background to reinforce the “change” perception on customers’ minds.
  25. 25. -- Brand Promotion -- Internet The main channel of promotion for this brand is internet ,through social media branding, thus it will be developed entirely with social media tools. The role of the web page is to act as web of webs, and its goals are: 1.-To create a community around the Spanish brand to improve brand equity. 2.-To provide easily information about Spain to people, either being an investor, tourist, student or no matter what. 3.-To unify all the important aspects of the country brand, and give an overall look of the country. 4.-To reduce the gap between country brand reality and country brand image. 5.-To promote Spanish brands. The storytelling of the web page revolves around the slogan: “You won’t believe it but…You ARE Spanish”. © 2010 Because of the long Spanish history, language, culture, folklore, tourism and its business (e.g. Zara), its believed that the majority of people in the world can be identified at some point with Spain, even if they don’t know it yet. Also, is a perfect base to start creating a “conversation” between the brand and the audience. Therefore this web has been designed in order to let people realize this fact and to reinforce this perception. This slogan is also though for a new advertisement campaign on YouTube and it will explain in deep why “You are Spanish” with funny and creative examples.
  26. 26. The home page is presented with the slogan, and a collage of famous Spanish brands. This increases Spanish brands promotion and customer identification. The second part of the web page is the new brand logo, and some selected social media channels. The concept of the website is based in 2.0 web, where interactivity is the key factor. In order to create this interactivity, it is used “snapshot software”, which allows the visitor to see in a small window the web page where he can be redirected. The social media channels chosen are: •Social networking: Facebook, Myspace., and Twitter. •Social blogging: Wordpress. •Social Broadcast: Youtube •Social Photoshare: Flirck •Social Bookmarking: StumbleUpon, Delicious, Digg and Reddit. Spain’s new Country Brand main Website. © Own Figure.2010 Reasons for using these ones are, the large amount of users they have and their large repercussion on the internet. Additionally it has been added also the option for “RSS” to keep users updated. The new brand image will have a profile on each website to control and review customers feedback and comments, in order to implement the brand image and to keep customer loyalty.
  27. 27. Depending on the word selected, it will be displayed different menus enclosing different information and web links about Spain. Spain’s new Country Brand main Website 2. © Own Figure.2010
  28. 28. Spain’s new Country Brand main Website 2. © Own Figure.2010
  29. 29. Spain’s new Country Brand main Website 2. © Own Figure.2010 Last letter (A), will enclose the most interactive part. This section includes two blogs, one for users’ feedback and another for users experiences, named: *Build Spain: where users can give feedback and share experiences with other users about Spain, contributing to implement the brand image and the customer experience. *Why are you Spanish?: In this section, through polls (shorts surveys) about Spanish brands, celebrities, music, movies or history, users will find out why they are Spanish. This will help to create complicity between the user and the brand and increase engagement.
  30. 30. Thank you very mach for watching! For further information: Fuen.Sanchez@gmail.com

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