The document discusses the importance of reputation for territories in the context of increased globalization and competition between places. It states that reputation is a key competitive advantage and factor in attracting visitors, companies, and investments. Further, a place's image has a direct impact on attitudes toward that place. The document uses examples to show how stereotypes and clichés can dominate perceptions of some places and discusses the need to understand a place's current image and reputation to effectively manage its brand over time.

1. The Importance of Reputation for Territories. 15 May 2012, Lisbon
The Importance of Reputation for Territories
Juan Carlos Belloso
www.futureplaces.com
Lisbon. 15 May 2012

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Reputation is important
Intensified globalisation leads to increased competition
between places

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As companies or people, territories depend on their
good name (image / reputation)
The image we have of a place has a ‘direct impact’ on
our attitude, predisposition and behaviour towards that
place, its people, its offer, its products and
services, ...and, in general, towards everything the place
does, says or offer.
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Reputation is important

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SESSION OVERVIEW

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SESSION OVERVIEW

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SESSION OVERVIEW

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SESSION OVERVIEW

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SESSION OVERVIEW

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Having a strong image / reputation is the best
competitive advantage a place (city, region, nation) can
have
It is a key factor in the success of the place in
attracting visitors, companies, investors, professionals,
events, etc. and in selling its products and services
abroad
For this reason, in a more or less strategic, organized or
coordinated way most places try to ‘manage’ their
international image
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Reputation is important

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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
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Whay do we want to manage our reputation?

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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.
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Whay do we want to manage our reputation?

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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.
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Whay do we want to manage our reputation?

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The image of a place, rarely reflects the true reality of
the same (identity): the identity - image gap
This gap tends to be a negative factor
Many places struggle with the frustration of not being
perceived correctly by the rest of the world
“Stereotypes and clichés” can dominate perceptions of
some places
Another important reason is ‘time’: a place can change
very quickly, however, its image may remain far behind
for a long time
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The identity – image gap

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The image-formation factors
PLACE
IMAGE
Personal
experience
Word of
mouth
Clichès and
stereotypes
Politics
Cultural and
Sports
Performances
Export
brands
Behaviour
of
citizens
Place-
brand /
image
campaigns
Keith Dinnie (‘Nation Branding’)

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Associations, Stereotypes and Clichés
Russia

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Russia
Source: Andrej Krikovic & Steve Weber. Branding Russia. UC Berkeley (undergraduate survey)
Associations, Stereotypes and Clichés

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Stereotypes and Clichés
Scotland

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Associations, Stereotypes and Clichés
Siberia

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Siberia
Associations, Stereotypes and Clichés

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Stereotypes
Spain

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Stereotypes
Siberia

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Stereotypes
Siberia

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Stereotypes
Siberia

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Bolivia
Associations, Stereotypes and Clichés

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Stereotypes
Colombia

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Stereotypes
Colombia

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Stereotypes
Colombia

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Stereotypes
Colombia

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Colombia
Associations, Stereotypes and Clichés

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Stereotypes
Colombia

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Stereotypes
Colombia

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Stereotypes
Colombia

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Brand Ambassador / Institutional Relations !!

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Argentina
Associations, Stereotypes and Clichés

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Stereotypes and Clichés
Scotland

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Spain
Associations, Stereotypes and Clichés

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Stereotypes
Spain

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Stereotypes
Spain

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Stereotypes
Spain

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Stereotypes
Spain

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Stereotypes
Spain

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Spain

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Portugal?
Associations, Stereotypes and Clichés

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What is needed?
1.A clear understanding of where the image / reputation of
the place stands and how it has been formed
2.Understand the image / brand building process
3.A shared vision of the future and desired image
4.Shared leadership to define and realise this vision
5.Connecting up the stakeholders
6.‘On brand’ actions that demonstrate the place’s brand
instead of just communications
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Reputation can be built and managed

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We need to understand where the image / reputation of our
place (nation, region, city) stands and how it has been
formed
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Understanding current image

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The image of Barcelona

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One of the world’s most admired cities with one of the best images at an
international 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 million
tourists per year, and the best european city in terms of quality of life.
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The image of Barcelona

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The image of Barcelona

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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
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What does the research say?

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The image/reputation (brand) building process
Place-brand identity &
Desired Positioning
Key Identity components:
History Language Territory Political regime
Architecture Sport Literature Art Religion Education
system Icons Landscape Music Food & drink
Folklore Values…
+
Purpose & Value Proposition & Desired Image
Communicators of place-
brand identity & Positioning
Place Design Public Policies Branded exports
Sporting achievements The diaspora Marketing
communications Brand ambassadors Cultural
artefacts Govt. foreign policy Tourism experience
Prominent personalities Public & Cultural
Diplomacy International Relations PR …
Place-brand image
Audiences:
Domestic consumers External consumers
Domestic firms External firms Inward investors
Governments Media …
Adapted from Keith Dinnie (‘Nation Branding’)

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Government
Public sector
organizations
Tourism board
Inward investment agency
Economic development
agency
Private sector
organizations
Trade associations
Chambers of commerce
PSC brands
Citizens
Not-for-profit organizations
Diaspora
Personalities
Other
Keith Dinnie (‘Nation Branding’)
Shared leadership and involvement of place stakeholders
What is needed

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Spain

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Spain
A succesful case of image change?
“The Spanish Miracle”

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Spain

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Spain
Democracy

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Spain
A succesful case of image change
EU

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Spain
A succesful case of image change
EU
Source: Presentación Julio Cervino (Universidad Carlos III)

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Spain
A succesful case of image change
Source: Presentación Julio Cervino (Universidad Carlos III)

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Spain
A succesful case of image change

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Spain
A succesful case of image change

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Spain
But .... stereotypes still exist
Source:Presentación Julio Cervino (Universidad Carlos III)

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Spain
A succesful case of image change
EU
Source: Presentación Julio Cervino (Universidad Carlos III)Source: Presentación Julio Cervino (Universidad Carlos III)

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Spain
A succesful case of image change
Source: Presentación Julio Cervino (Universidad Carlos III)

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Spain
A succesful case of image change
Source: Presentación Julio Cervino (Universidad Carlos III)

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Spain
A succesful case of image change
Source: Presentación Julio Cervino (Universidad Carlos III)

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Spain
A succesful case of image change

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Spain
A succesful case of image change
Source: Presentación Julio Cervino (Universidad Carlos III)

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Spain
A succesful case of image change
Source: Presentación Julio Cervino (Universidad Carlos III)

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Spain
But .... stereotypes still exist

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Spain
But .... stereotypes still exist

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Spain
But ... stereotypes still exist
And sometimes we have not helped much to change them

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Stereotypes
Rusia
Source: Presentación Julio Cervino (Universidad Carlos III)

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Stereotypes
Spain
Source: Presentación Julio Cervino (Universidad Carlos III)

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Spain
A succesful case of image change

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Spain
Plus ... the impact of current (economic?) crisis

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Spain
And ... clear mistakes in the ‘economic’ model’

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Spain
And ... clear mistakes in the ‘economic model’
Source: Presentación Julio Cervino (Universidad Carlos III)

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Spain
And ... clear mistakes in the ‘economic model’

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Spain
And ... continuous negative exposure

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New Brand Spain
What 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, ...

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New Brand Spain
What 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?

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New Brand Spain
What next?
Build a ‘new brand’ (reality / story / image) that trully and
fairly reflects the reality, aspirations and values of the
country and its people ... and that includes and represents
the whole diversity of the country
Not an easy task

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New Brand Spain
Demonstrate 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 …

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New Brand Spain
Integration Challenge:
How can we build a strong, positive and relevant country
brand (image) that, at the same time represents, reflects
and values existing national / regional identities,
sensitibities and differences

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Spain
But .... stereotypes still exist

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Catalonia and Spain
Barça vs Madrid

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Catalonia and Spain
Selcción Española
Source: Presentación Julio Cervino (Universidad Carlos III)

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Conclusions
- 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

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Major de Sarrià 185 – 187,
Esc. 1, 2º 1ª
08017 Barcelona
Tel. 34 93 180 38 79
Mob. 93 628 303 673
www.futureplaces.com
Thank You
very much

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101. Building Territorial Reputation
101

102. Building Territorial Reputation
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103. Major de Sarrià 185 – 187,
Esc. 1, 2º 1ª
08017 Barcelona
Tel. 34 93 180 38 79
Mob. 93 628 303 673
www.futureplaces.com
Thank You
very much