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.
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.
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.
Creating Places Where People Want To Be - Achieving Successful Destination B...SCG International
The presentation for visiting Russian real estate professionals takes a wide ranging view of the issues involved with developing successful Place Branding.
An introduction to London as a place brand from a historical and planning perspective is followed by some examples of the current branding, marketing and design approach of developers in London and together with the branding of districts.
Latest office and workplace design trends are reviewed to give context to recent Moscow case study examples together with an HSBC international initiative which aimed at creating effectively branded environments to engage and motivate the users.
Shopping centres, as destination brands, increasingly rely on social media as a key marketing strategy and must ensure they can deliver a wide range of visit experiences. Examples of latest UK and Moscow centres are provided.
The concluding section refers directly to the challenges in the Russian market in creating new residential communities.
The example of Rublevo-Arkhangelskoe is reviewed to demonstrate some key principles in defining and creating an effectively differentiated place branding communications strategy and concept.
Achieving a Successful Homing Offer Challenges & Trends.International Snapshot.SCG International
DIY, HOUSEHOLD & FURNITURE RETAIL RUSSIA.
The annual conference organised by B2B Conference Group.
International Summit of industry products for home and garden repair.
Trends and challenges. International outlook.
Presentation by Clive Woodger, SCG International founder.
Moscow, Russia.
May 2015.
Meeting the Challenges of the Empowered Consumers. Creating Successful First ...SCG International
Meeting the challenges of the empowered consumer.
Creating successful first choice destination brands.
Expert presentation illustrates the most problematic issues of the field and their practical solutions.
Clive Woodger at I Summit for Shopping and Entertainment Centers Owners and Managers: in a search of breakthrough idea, Ukrainian Real Estate Club.
Kyiv, May 2015.
Презентация "Искусство создания среды обитания". Создание пространства, в котором людям приятно находиться. Успешный брендинг пространств для проживания, работы и досуга.
Through a teamwork approach, SCG International & IDNT create destination brands and design concepts that add value for all stakeholders by enhancing customer experience, building loyalty and achieving competitive advantage.
Our combined multidisciplinary resource provides a wealth of international expertise across different sectors & markets.
Check our websites for more projects:
www.scg.international
www.idnt.ua
This presentation looks at the new era of branding and how it affects destination branding. There is a case study of what Hong Kong did to brand itself and an overview of the key issues any destination must face when when seeking to brand.
Latest trends in shopping centre branding, marketing and design SCG International
Clive Woodger's conference at EPICCA ( Encounter of the Shopping Centre professionals in Latin America ) about developing first choice destinations...covering: International Trends, the Empowered Consumer, Marketing Strategies and Delivering the Promise....
The presentation from the annual conference Marketing in Real Estate Dynamic Marketing 2015: “From development to management” organized by PROESTATE, “The Russian Guild of Property Managers and Developers”. The conference was aimed at top-managers of marketing departments, PR specialists, sales managers, working in the sphere of development and real estate (residential, commercial, suburban).The event took place on 27-28 November at the Art-Centre Exposed.
Creating Places Where People Want To Be - Achieving Successful Destination B...SCG International
The presentation for visiting Russian real estate professionals takes a wide ranging view of the issues involved with developing successful Place Branding.
An introduction to London as a place brand from a historical and planning perspective is followed by some examples of the current branding, marketing and design approach of developers in London and together with the branding of districts.
Latest office and workplace design trends are reviewed to give context to recent Moscow case study examples together with an HSBC international initiative which aimed at creating effectively branded environments to engage and motivate the users.
Shopping centres, as destination brands, increasingly rely on social media as a key marketing strategy and must ensure they can deliver a wide range of visit experiences. Examples of latest UK and Moscow centres are provided.
The concluding section refers directly to the challenges in the Russian market in creating new residential communities.
The example of Rublevo-Arkhangelskoe is reviewed to demonstrate some key principles in defining and creating an effectively differentiated place branding communications strategy and concept.
Achieving a Successful Homing Offer Challenges & Trends.International Snapshot.SCG International
DIY, HOUSEHOLD & FURNITURE RETAIL RUSSIA.
The annual conference organised by B2B Conference Group.
International Summit of industry products for home and garden repair.
Trends and challenges. International outlook.
Presentation by Clive Woodger, SCG International founder.
Moscow, Russia.
May 2015.
Meeting the Challenges of the Empowered Consumers. Creating Successful First ...SCG International
Meeting the challenges of the empowered consumer.
Creating successful first choice destination brands.
Expert presentation illustrates the most problematic issues of the field and their practical solutions.
Clive Woodger at I Summit for Shopping and Entertainment Centers Owners and Managers: in a search of breakthrough idea, Ukrainian Real Estate Club.
Kyiv, May 2015.
Презентация "Искусство создания среды обитания". Создание пространства, в котором людям приятно находиться. Успешный брендинг пространств для проживания, работы и досуга.
Through a teamwork approach, SCG International & IDNT create destination brands and design concepts that add value for all stakeholders by enhancing customer experience, building loyalty and achieving competitive advantage.
Our combined multidisciplinary resource provides a wealth of international expertise across different sectors & markets.
Check our websites for more projects:
www.scg.international
www.idnt.ua
This presentation looks at the new era of branding and how it affects destination branding. There is a case study of what Hong Kong did to brand itself and an overview of the key issues any destination must face when when seeking to brand.
Latest trends in shopping centre branding, marketing and design SCG International
Clive Woodger's conference at EPICCA ( Encounter of the Shopping Centre professionals in Latin America ) about developing first choice destinations...covering: International Trends, the Empowered Consumer, Marketing Strategies and Delivering the Promise....
The presentation from the annual conference Marketing in Real Estate Dynamic Marketing 2015: “From development to management” organized by PROESTATE, “The Russian Guild of Property Managers and Developers”. The conference was aimed at top-managers of marketing departments, PR specialists, sales managers, working in the sphere of development and real estate (residential, commercial, suburban).The event took place on 27-28 November at the Art-Centre Exposed.
Madrid & Lyon ~ City branding analysis and critiqueEva Anagnostaki
Delving into "the Mediterranean city branding approach", using Madrid and Lyon as examples.
"Cultural Marketing | City Branding"
Professor: Betty Tsakarestou
Team: Anagnostaki Eva, Koukouli Marilena, Mavriki Ourania, Rizou Anastasia
KOLs or Influencers may not be an alien concept for the fashion industry, but social media has remodeled the system. Since the internet gives the opportunity to everyone to voice themselves, there are many types of KOLs in the industry, from all walks of life. Social media channels are flooded with accounts of fashion bloggers, style experts, and budding fashionistas, gaining rapid popularity and a surge in a number of followers. The power of these influencers is so impactful, that the industry has taken notice of it.
Fashionbi report analyses how the KOL economy has come into being, how it functions and what are the latest trends in this sphere of marketing in China and the Western countries.
A good presentation to understand with the example of Lyon (city located in France) how to brand a territory from a marketing point of view. The development of territories and cities as a marketable product has led to competition between them for inward investment and government funding. It is often manifested in the attempts by cities to attract international sporting events, funds, business and people. This work has been done by Arianna Guiliodori and Mohamed El asri during the executive MBA Paris-Sorbonne University program in 2014.
In this innovative book Jürgen Salenbacher shares his unique personal coaching method designed to develop creative thinking and innovation. The method, which originated as a career management tool, can be used by anyone who wishes to explore what they have to offer the world. In five succinct chapters Salenbacher reveals how to use brand positioning methodology to discover where to go next
"Trade Mark Leo Burnett Azerbaijan" is a full service advertising agency, representing Leo Burnett Worldwide in Azerbaijan. LEO BURNETT WORLDWIDE is one of the world’s largest agency networks — a Human Kind communications company with a singular approach: it places a brand’s purpose at the heart of its communications to truly connect with people. Leo Burnett works with some of the world’s most valuable and respected brands; and presented in 85 countries with over 9,000 employees worldwide.
A PR & Marketing Strategy presta serviços de consultoria de comunicação integrada, orientada à satisfação das necessidades e expectativas dos seus clientes, criando soluções "out-of-the-box" e planos eficazes para abordar proativamente os problemas de negócios e os desafios de comunicação.
Prestação de Serviços de Consultoria a nível de Relações Públicas, Comunicação Corporativa, Marketing Digital, Gestão de Websites e Conteúdos, Gestão de Media Sociais, Assessoria de Imprensa, Relações Governamentais & Assuntos Europeus para empresas, organizações sem fins lucrativos e governos.
Serviços adicionais a nível de eventos corporativos, gestão internet, incluindo SEO e Google Ads, Google Analytics, comunicação de marketing , diplomacia corporativa e económica.
Setores chave: Marketing de Turismo, Comunicação de Saúde, PMEs, Indústria, Marketing de Serviços, FMCG, Retalho, Tecnologia, Administração Pública e Autárquica, Assuntos Europeus e Internacionais, Gestão de Campanhas Digitais & de Planeamento de Comunidades (Facebook, Instagram, Twitter, Linkedin, e outras) Comunicação de Luxo, Responsabilidade Social Corporativa, Comunicação de Causas / Propósito, Comunicação Interna & Employee Engagement, Elaboração de Relatórios de Contas e Actividades & de Sustentabilidade, Monitorização Media e Clipping, Avaliação e mensuração de resultados.
International PR & Communication and Social Media Marketing Advisor / Consultant for businesses, nonprofits and governments: corporate communication, government relations, public affairs, trade shows, social media marketing, websites management including SEO and Google ds, Google Analytics, Digital Marketing, Marketing Communications, Tourism Marketing, Healthcare Communications, Business Communications, Industry, Services Marketing, Tourism, FMCG, Retail, Industry, Technology, Government and Public Administration, International Affairs, Campaigns Manager, Community Planning Management
III EACD Lisbon Coachind Day “Integrating Reputation and e-Reputation Management” | 3rd June 2016, by Vincent Dutot, Paris School of Business.
The leading network for in-house communication professionals from all fields across Europe (EACD).
Coordination for Portugal Rui Martins, Corporate communication and Public Affairs Director at Dianova
III EACD Lisbon Coachind Day “Integrating Reputation and e-Reputation Management” | 3rd June 2016.
The leading network for in-house communication professionals from all fields across Europe (EACD).
Coordination for Portugal Rui Martins, Corporate communication and Public Affairs Director at Dianova
III EACD Lisbon Coachind Day “Integrating Reputation and e-Reputation Management” | 3rd June 2016. Pedro Tavares, OnStrategy
The leading network for in-house communication professionals from all fields across Europe (EACD).
Coordination for Portugal Rui Martins, Corporate communication and Public Affairs Director at Dianova
III EACD Lisbon Coachind Day “Integrating Reputation and e-Reputation Management” | 3rd June 2016.
The leading network for in-house communication professionals from all fields across Europe (EACD).
Coordination for Portugal Rui Martins, Corporate communication and Public Affairs Director at Dianova
Presentation held the 9 June at Euronext at the Lisbon Coaching Day over the topic "Competitive Intelligence for Business Communication", Lisbon, Portugal
Presentation held the 9 June at Euronext at the Lisbon Coaching Day over the topic "Competitive Intelligence for Business Communication", Lisbon, Portugal
Presentation held the 9 June at Euronext at the Lisbon Coaching Day over the topic "Competitive Intelligence for Business Communication", Lisbon, Portugal
Presentation held the 9 June at Euronext at the Lisbon Coaching Day over the topic "Competitive Intelligence for Business Communication", Lisbon, Portugal
"WCF's outreach gets stronger: its first regional forum in Asia - Kuala Lumpur, Malaysia unites international communication specialists of high calibre who gather in Kuala Lumpur, the heart of Malaysia, for an exciting in-depth discussion on the latest global communication strategies and trends in Crisis and Reputation Management, Leadership Strategies, and Social Media Impact. See you there!"
LUXURY COMMUNICATIONS | European Association of Communication Directors (EACD) Lisbon Debate over the topic of #LuxuryCommunications moderated by Catarina Vasques Rito (Fashion Journalist), with Misha Pinkhasov (Real Luxury), Nuno Duarte Lopes (The Luxury Network), Fernando Pinto Bessa (Air France KLM), Alexandra Cesario (Know Concièrge) and Rúben Paula (Altis Grand Hotel), attended by 49 communication and other luxury-related professionals including Yannis Freris EACD Board member as special international guest, event held the 2nd June in partnership with Altis Hotels, Lisbon.
LUXURY COMMUNICATIONS | European Association of Communication Directors (EACD) Lisbon Debate over the topic of #LuxuryCommunications moderated by Catarina Vasques Rito (Fashion Journalist), with Misha Pinkhasov (Real Luxury), Nuno Duarte Lopes (The Luxury Network), Fernando Pinto Bessa (Air France KLM), Alexandra Cesario (Know Concièrge) and Rúben Paula (Altis Grand Hotel), attended by 49 communication and other luxury-related professionals including YANNIS FRERIS EACD Board member as special international guest, event held the 2nd June in partnership with Altis Hotels, Lisbon.
LUXURY COMMUNICATIONS | European Association of Communication Directors (EACD) Lisbon Debate over the topic of #LuxuryCommunications moderated by Catarina Vasques Rito (Fashion Journalist), with Misha Pinkhasov (Real Luxury), Nuno Duarte Lopes (The Luxury Network), Fernando Pinto Bessa (Air France KLM), Alexandra Cesario (Know Concièrge) and Rúben Paula (Altis Hotels), attended by 49 communication and other luxury-related professionals including YANNIS FRERIS EACD Board member as special international guest, event held the 2nd June in partnership with Altis Hotels, Lisbon.
LUXURY COMMUNICATIONS | European Association of Communication Directors (EACD) Lisbon Debate over the topic of #LuxuryCommunications moderated by Catarina Vasques Rito (Fashion Journalist), with Misha Pinkhasov (Real Luxury), Nuno Duarte Lopes (The Luxury Network), Fernando Pinto Bessa (Air France KLM), Alexandra Cesario (Know Concièrge) and Rúben Paula (Altis Hotels), attended by 49 communication and other luxury-related professionals including YANNIS FRERIS EACD Board member as special international guest, event held the 2nd June in partnership with Altis Hotels, Lisbon.
LUXURY COMMUNICATIONS | European Association of Communication Directors (EACD) Lisbon Debate over the topic of #LuxuryCommunications moderated by Catarina Vasques Rito (Fashion Journalist), with Misha Pinkhasov (Real Luxury), Nuno Duarte Lopes (The Luxury Network), Fernando Pinto Bessa (Air France KLM), Alexandra Cesario (Know Concièrge) and Rúben Paula (Altis Hotels), attended by 49 communication and other luxury-related professionals including YANNIS FRERIS EACD Board member as special international guest, event held the 2nd June in partnership with Altis Hotels, Lisbon.
As Communication Director at Dianova Portugal, the Health Promotion Initiative “Mocktails: memories of a fun night” is a prevention best practice of the United Nations aiming to raise awareness on the harm related effects of alcohol abuse developed in schools and community environoments since 2009.
It is promoted in collaboration of more than 40 Partners as national, and regional relevant stakeholders, in the city of Torres Vedras, having reached between 2009 and 2014 about 25.000 youngsters and adults.
As National Coordintaor for Portugal of the multimedia competition “Migrants in Europe” 2013 promoted by the European Commission - DG Home Affairs, have overachieved the defined goals in 182%
More from Rui Martins PR & Marketing Strategy (20)
Event Report - SAP Sapphire 2024 Orlando - lots of innovation and old challengesHolger Mueller
Holger Mueller of Constellation Research shares his key takeaways from SAP's Sapphire confernece, held in Orlando, June 3rd till 5th 2024, in the Orange Convention Center.
Personal Brand Statement:
As an Army veteran dedicated to lifelong learning, I bring a disciplined, strategic mindset to my pursuits. I am constantly expanding my knowledge to innovate and lead effectively. My journey is driven by a commitment to excellence, and to make a meaningful impact in the world.
[Note: This is a partial preview. To download this presentation, visit:
https://www.oeconsulting.com.sg/training-presentations]
Sustainability has become an increasingly critical topic as the world recognizes the need to protect our planet and its resources for future generations. Sustainability means meeting our current needs without compromising the ability of future generations to meet theirs. It involves long-term planning and consideration of the consequences of our actions. The goal is to create strategies that ensure the long-term viability of People, Planet, and Profit.
Leading companies such as Nike, Toyota, and Siemens are prioritizing sustainable innovation in their business models, setting an example for others to follow. In this Sustainability training presentation, you will learn key concepts, principles, and practices of sustainability applicable across industries. This training aims to create awareness and educate employees, senior executives, consultants, and other key stakeholders, including investors, policymakers, and supply chain partners, on the importance and implementation of sustainability.
LEARNING OBJECTIVES
1. Develop a comprehensive understanding of the fundamental principles and concepts that form the foundation of sustainability within corporate environments.
2. Explore the sustainability implementation model, focusing on effective measures and reporting strategies to track and communicate sustainability efforts.
3. Identify and define best practices and critical success factors essential for achieving sustainability goals within organizations.
CONTENTS
1. Introduction and Key Concepts of Sustainability
2. Principles and Practices of Sustainability
3. Measures and Reporting in Sustainability
4. Sustainability Implementation & Best Practices
To download the complete presentation, visit: https://www.oeconsulting.com.sg/training-presentations
Digital Transformation and IT Strategy Toolkit and TemplatesAurelien Domont, MBA
This Digital Transformation and IT Strategy Toolkit was created by ex-McKinsey, Deloitte and BCG Management Consultants, after more than 5,000 hours of work. It is considered the world's best & most comprehensive Digital Transformation and IT Strategy Toolkit. It includes all the Frameworks, Best Practices & Templates required to successfully undertake the Digital Transformation of your organization and define a robust IT Strategy.
Editable Toolkit to help you reuse our content: 700 Powerpoint slides | 35 Excel sheets | 84 minutes of Video training
This PowerPoint presentation is only a small preview of our Toolkits. For more details, visit www.domontconsulting.com
Kseniya Leshchenko: Shared development support service model as the way to ma...Lviv Startup Club
Kseniya Leshchenko: Shared development support service model as the way to make small projects with small budgets profitable for the company (UA)
Kyiv PMDay 2024 Summer
Website – www.pmday.org
Youtube – https://www.youtube.com/startuplviv
FB – https://www.facebook.com/pmdayconference
An introduction to the cryptocurrency investment platform Binance Savings.Any kyc Account
Learn how to use Binance Savings to expand your bitcoin holdings. Discover how to maximize your earnings on one of the most reliable cryptocurrency exchange platforms, as well as how to earn interest on your cryptocurrency holdings and the various savings choices available.
Presentation Juan Carlos Balloso IX Regional EACD Lisbon Debate 2012
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
2. The Importance of Reputation for Territories. 15 May 2012, Lisbon
2
Reputation is important
Intensified globalisation leads to increased competition
between places
3. The Importance of Reputation for Territories. 15 May 2012, Lisbon
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.
3
Reputation is important
4. The Importance of Reputation for Territories. 15 May 2012, Lisbon
SESSION OVERVIEW
5. The Importance of Reputation for Territories. 15 May 2012, Lisbon
SESSION OVERVIEW
6. The Importance of Reputation for Territories. 15 May 2012, Lisbon
SESSION OVERVIEW
8. The Importance of Reputation for Territories. 15 May 2012, Lisbon
SESSION OVERVIEW
9. The Importance of Reputation for Territories. 15 May 2012, Lisbon
SESSION OVERVIEW
10. The Importance of Reputation for Territories. 15 May 2012, Lisbon
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
10
Reputation is important
11. The Importance of Reputation for Territories. 15 May 2012, Lisbon
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
11
Whay do we want to manage our reputation?
12. The Importance of Reputation for Territories. 15 May 2012, Lisbon
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.
12
Whay do we want to manage our reputation?
13. The Importance of Reputation for Territories. 15 May 2012, Lisbon
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.
13
Whay do we want to manage our reputation?
14. The Importance of Reputation for Territories. 15 May 2012, Lisbon
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
14
The identity – image gap
15. The Importance of Reputation for Territories. 15 May 2012, Lisbon
15
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’)
16. The Importance of Reputation for Territories. 15 May 2012, Lisbon
16
Associations, Stereotypes and Clichés
Russia
17. The Importance of Reputation for Territories. 15 May 2012, Lisbon
17
Russia
Source: Andrej Krikovic & Steve Weber. Branding Russia. UC Berkeley (undergraduate survey)
Associations, Stereotypes and Clichés
18. The Importance of Reputation for Territories. 15 May 2012, Lisbon
18
Stereotypes and Clichés
Scotland
19. The Importance of Reputation for Territories. 15 May 2012, Lisbon
19
Associations, Stereotypes and Clichés
Siberia
20. The Importance of Reputation for Territories. 15 May 2012, Lisbon
20
Siberia
Associations, Stereotypes and Clichés
21. The Importance of Reputation for Territories. 15 May 2012, Lisbon
21
Stereotypes
Spain
22. The Importance of Reputation for Territories. 15 May 2012, Lisbon
22
Stereotypes
Siberia
23. The Importance of Reputation for Territories. 15 May 2012, Lisbon
23
Stereotypes
Siberia
24. The Importance of Reputation for Territories. 15 May 2012, Lisbon
24
Stereotypes
Siberia
43. The Importance of Reputation for Territories. 15 May 2012, Lisbon
43
Stereotypes
Spain
44. The Importance of Reputation for Territories. 15 May 2012, Lisbon
44
Stereotypes
Spain
45. The Importance of Reputation for Territories. 15 May 2012, Lisbon
45
Stereotypes
Spain
46. The Importance of Reputation for Territories. 15 May 2012, Lisbon
46
Stereotypes
Spain
47. The Importance of Reputation for Territories. 15 May 2012, Lisbon
47
Stereotypes
Spain
48. The Importance of Reputation for Territories. 15 May 2012, Lisbon
48
Spain
49. The Importance of Reputation for Territories. 15 May 2012, Lisbon
49
Portugal?
Associations, Stereotypes and Clichés
50. The Importance of Reputation for Territories. 15 May 2012, Lisbon
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
50
Reputation can be built and managed
51. The Importance of Reputation for Territories. 15 May 2012, Lisbon
We need to understand where the image / reputation of our
place (nation, region, city) stands and how it has been
formed
51
Understanding current image
52. The Importance of Reputation for Territories. 15 May 2012, Lisbon
52
The image of Barcelona
53. The Importance of Reputation for Territories. 15 May 2012, Lisbon
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.
53
The image of Barcelona
54. The Importance of Reputation for Territories. 15 May 2012, Lisbon
54
The image of Barcelona
55. The Importance of Reputation for Territories. 15 May 2012, Lisbon
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
55
What does the research say?
56. The Importance of Reputation for Territories. 15 May 2012, Lisbon
56
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’)
57. The Importance of Reputation for Territories. 15 May 2012, Lisbon
57
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
58. The Importance of Reputation for Territories. 15 May 2012, Lisbon
58
Spain
59. The Importance of Reputation for Territories. 15 May 2012, Lisbon
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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
95. The Importance of Reputation for Territories. 15 May 2012, Lisbon
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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