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Semelhante a BRANDING GREECE -KYRITSI Anastasia
Semelhante a BRANDING GREECE -KYRITSI Anastasia (20)
BRANDING GREECE -KYRITSI Anastasia
- 1. Branding Greece Kyritsi Anastasia Branding & Communications Dr. KalligiannisKonstantinos By
- 2. Branding Greece 1 SUMMARY Greece although is one of the top tourism destinations of the world, with a steady increase of the volume of tourists despite the crisis, has overcome some significant negative publicity over the last few years. On the present report it is analysed thoroughly exactly what is a destination brand, why brand a destination,how do we form impressions on otherdestinations and how to best use the digital world in doing the best branding of our product. It is being presented the current business landscape and as well why choosing Greece as an investment destination. BRANDING GREECE
- 3. Branding Greece 2 WHAT IS A DESTINATION BRAND? A destination brand is the mix of the core characteristics of the place that make it distinctive and memorable. It is the enduring essence of the place that makes it different from all other places (and competitors). Importantly, the brand exists in the eyes of the beholder-It has to be credible and real it cannot be manufactured. It is the way in which a destination nurtures,develops and presents its core characteristics to its main audiences that enables it to establish,reinforce, or even eventually change its reputation WHY BRAND A DESTINATION? In the globalised world in which we now live, every place has to compete with every other place for share of mind, share of income, share of talent, share of voice. Unless a place can come to stand for something it stands little chance of being remembered for long enough to compete for any of this precious attention. Most of us spend no more than a few seconds each year thinking about a country on the otherside of the world.”
- 4. Branding Greece 3 HOW DO WE FORM IMPRESSIONS OF OTHER PLACES? Export brands Promotion of trade, tourism, inward investment and inward recruitment Domestic and foreign policy Iconic public figures Events How citizens behave when abroad............. and how they treat strangers at home Built and natural environment World media coverage Membership of international organisations Other countries it associates with Cultural expressioninclusive/exclusive Sport and entertainment
- 5. Branding Greece 4 BRANDING IN A DIGITAL WORLD •People’s desires & travel motivation •New channels of communication •More “friends” •More clutter •Make those “few seconds”count •Let others help you
- 6. Branding Greece 5 GREECE’S CASE Greece attracts more than 22.5 million people each year, contributing 18% to the nation's Gross Domestic Product. Greece has been an attraction for international visitors since antiquity for its rich and long history, mediterranean coastline and beaches. In 2005, 6,088,287 tourists alone visited the city of Athens, the capital city. In 2009, the country welcomed over 19.3 million tourists, a major increase from the 17.7 million tourists the country welcomed in 2008. The vast majority of tourists in the country are from within the European Union (12.7 million), followed by those from the Americas (0.56 million), Asia (0.52 million), Oceania (0.1 million) and Africa (0.06 million). In the year 2007, more British people visited the country than any other nationality, numbering 2.61 million in total, making up 15% of the country's tourists for that year alone. Additionally, 2.3 million Germans, 1.8 million Albanians and 1.1 million Bulgarians visited the country that year.] In 2007, 92.8% of the total number of tourists in Greece were from countries in Europe. Source:Eurostat
- 7. Branding Greece 6 Economic impact At the same time, tourism consumption increased considerably since the turn of the millennium, from US$17.7 bn. in 2000 to US$29.6 bn. in 2004. The numbers of jobs directly or indirectly related to the tourism sector were 659,719 and represented 16.5% of the country's total employment for that year. Greece’s Brand Value position The Country Brand Index 2014-15 includes an overall ranking of the 75 countries, rankings by dimension, complete perception dashboards for the top five country brands, regional leaders and averages and 'ones to watch' for the future. It will be of primary value to country brand managers, tourism, trade and investment experts keen to understand the levers they can pull for competitive advantage. But it also provides valuable insights for professional brand managers and leaders seeking to further harness country of origin associations for corporate and consumer brands. Rank Country 1 Japan 2 Switzerland 3 Germany 4 Sweden 5 Canada
- 8. Branding Greece 7 6 Norway 7 United States 8 Australia 9 Denmark 10 Austria 11 New Zealand 12 United Kingdom 13 Finland 14 Singapore 15 Iceland 16 Netherlands 17 France 18 Italy 19 United Arab Emirates 20 South Korea 21 Ireland 22 Belgium 23 Spain 24 Qatar 25 Fiji 26 Israel 27 Portugal 28 China 29 Czech Republic 30 Greece 31 Russia 32 Bahrain 33 Puerto Rico 34 Oman 35 Malta 36 Taiwan 37 Costa Rica 38 Thailand 39 Saudi Arabia 40 South Africa 41 Panama
- 9. Branding Greece 8 42 Argentina 43 Brazil 44 Croatia 45 Poland 46 Chile 47 Estonia 48 Malaysia 49 Peru 50 India 51 Jamaica 52 Uruguay 53 Turkey 54 Egypt 55 Mexico 56 Hungary 57 Morocco 58 Jordan 59 Slovakia 60 Sri Lanka 61 Lebanon 62 Romania 63 Colombia 64 Vietnam 65 Kenya 66 Indonesia 67 Bulgaria 68 Cambodia 69 Zimbabwe 70 Ghana 71 Iran 72 Bangladesh 73 Pakistan 74 Ukraine 75 Nigeria
- 10. Branding Greece 9 Private initiatives pop up to improve Greece’s brand image In the last months there have appeared some initiatives from the Greek private sector, whether in Greece or outside it (where as many Greeks live) to repair their tarnished reputation. One of them is Reinventing Greece which comprises some youthful Greek-Americans who have travelled to Greece to conduct a media project to report on how Greeks are addressing the many challenges they face today. In their own words, At the early stages of their careers in journalism, communications and different aspects of public affairs, these young people are here to launch an ambitious experiment — first to ask questions, and listen to the voices of those individuals in government, in business, and throughout society who are offering solutions and proposing new ideas — and then invite a global audience into a continuing discussion about these efforts to “reinvent Greece.” Another one, sponsored by some of the biggest Greek companies, is called Greece Is Changing (www.greeceischanging.com). It is supported by large Greek corporations such as Aegean Airlines, Cosmote, Costa Navarino, Fourlis, Gregory’s, Titan among others. According to their own definition, it’s a network of like-minded businesspeople, colleagues and friends who invite foreigners to see through the stereotypes and realize that there is another Greece which believes in modernity, in the stability that being part of Europe brings, that is fighting a battle for change that can be won. They want to attract attention to the progress Greece and its people have accomplished and the societal sacrifices made in employment, wages, labor relations and even growth. Yet another one is GoodNews.gr, a website broadcasting only good news from Greece.
- 11. Branding Greece 10 GREECE’S TARGETS Stand for something •“Different from what I expected” •Must go there •Competitive w Rome & Istanbul •Crisis =opportunity More visits ATHENS CASE: “Once known for smog, traffic and tacky architecture, Athens is a city reformed thanks to fortunes brought by the 2004 Summer Olympics. Spotless parks and streets,an ultra- modern metro, new motorways, an accessible airport and all signs in perfect English make the city easily negotiable Meriting more than a stopoveren route to the islands, sophisticated Athens sites include many pillars of Western history,from the Acropolis to the Temple of Olympian Zeus as well as treasures in the National Temple of Olympian Zeus,as well as treasures in the National Archaeological Museum.”
- 13. Branding Greece 12 GREECE’S RESULTS ON TOURISM SECTOR The number of international tourists visiting Greece in the first half of 2014 grew by 17%, driven by the strong demand from key European outbound markets such as Germany and the United Kingdom. Such results, which are well above the growth registered in Southern European destinations (+7%), consolidate the very positive performance of 2013 and confirm the importance of the tourism sector as a stronghold of Greece´s economy. In 2013, international tourists in Greece reached 18 million (+16%) generating US$ 16 billion (+13%). According to UNWTO the strength of the tourism sector in Greece is the result of a robust tourism policy, of the implementation of fundamental competitiveness measures and of the immense capacity of the private sector to adjust to a fast changing market. GREECE’S UNSUSTAINABLE ECONOMIC MODEL TO DATE Until the recent economic crisis, Greece was actually a growth champion. In fact, it outgrew most other European nations and even the US, especially after Greece joined the single European currency in 2002. But it turned out that almost all of that growth was the result of government and consumer spending fuelled by low cost credit. In 2009, Greece’s economy suffered a crash landing when it became clear that the fiscal deficit was more than 15% of GDP. Between 2008 and 2010, Greece lost 1.75% of its output per year, which, combined with persistent fiscal deficits and emergency loans from the EU, the ECB and the IMF, caused the public debt pile to shoot up to more than 160% of GDP in 2011.It became clear from the debt crisis that Greece had a flawed economic model. Chronic overconsumption in the public sector spilled over into the private sector, revealing major structural gaps in competitiveness and productivity. Greece’s burgeoning private and public spending between 2000 and 2008 (97% of the cumulative GDP growth was driven by consumption) created a deteriorating trade balance, as demand could not be met by foreign and domestic investment. In contrast, most of Greece’s EU peers managed a much more favorable trade balance and invested around 20% of their GDP in their economies (Exhibit 1). As a result of this, even before the crisis, Greece's debt burden was very high (214% of GDP in 2008) with public debt and consumer lending being the highest in Europe (111% of GDP and 15% of GDP respectively.) - (Exhibit 2).
- 15. Branding Greece 14 Investment and business scale discouraged As in many Mediterranean countries, where family-owned businesses are still predominant, the back-bone of the Greek economy comprises mostly small and micro enterprises. For example, around 30% of the manufacturing employment in the country is in firms with nine or fewer employees. In contrast, Italy has just 15% of employees in this segment and Germany has only 5%. These small firms typically operate at less than 40% (based on EU-27 average figures) of the productivity of larger companies with 250 or more employees.
- 16. Branding Greece 15 (Exhibit 5) In addition to family ownership, a number of scale disincentives have resulted in the lack of large businesses. These include several overregulated areas of economic activity (where prices, competitive conduct, number and required ‘credentials’ of market participants are regulated), a frustrating bureaucracy that must approve investments, tax laws and administration practices that hinder scale (e.g., different requirements for tax-related documentation), and labor restrictions on larger enterprises. In terms of regulation, for example, Greece exhibits one of the highest degrees of product markets regulation among OECD countries, an index that has proven to have a strong inverse correlation with productivity. (Exhibit 6) Exhibit 5 Exhibit 6
- 18. Branding Greece 17 INVEST IN GREECE WHY GREECE? -Foreign Direct Investment In 2013, Foreign Direct Investment (FDI) in Greece was satisfactory compared with the previous year, despite the intense economic crisis. The total (gross) capital inflows to the country during this year amounted to 3.3 billion Euro, while net inflows reached 1.9 billion Euro, increasing significantly from the previous year. -Investment Incentives Greece’s Investment Incentives Law governs the terms and conditions of direct investment in Greece and provides for the incentives available to domestic and foreign investors. -The Greek Economy As a member of the EU and the Eurozone, Greece offers access to high- growth and emerging regional markets; is characterised by sectors that demonstrate significant competitive advantages; has a well-developed infrastructure; and offers a highly skilled and well-trained workforce, whose labour costs are highly competitive within the EU. The country's natural resources complement many areas of investment and the variety of specialised industrial and technology clusters support optimal entrepreneurial activity. The need for fiscal adjustment starting in 2009 led to the implementation of a strict economic policy within the framework of the trilateral support mechanism comprised of the IMF, the EU and the ECB. As a result, the country's GDP was negatively affected; however, the consolidation of public finance continued, a primary surplus was achieved in 2013 and the promotion of structural changes and reforms continued, that significantly improve the business-investment environment. -Trade Total foreign trade (imports + exports) in Greece amounted to 74 billion Euro in 2013. The EU is an important trade partner of Greece, since it accounts for 50% of the volume of foreign trade of the country. For the year 2013 the trade flows between Greece and the EU increased, while overall flows between Greece and third countries decreased. -Infrastructure The hosting of the 2004 Olympic Games in Athens was a major catalyst for Greece to initiate a number of changes and improvements in a variety of areas. One of the greatest benefits was to the infrastructure; improvements continue today, providing Greece with the infrastructure that enables the uninterrupted implementation of any investment activity. Despite the current economic crisis, infrastructure improvement will continue, through the participation of private investors, and in this way create a significant range of investment activity and opportunity.
- 19. Branding Greece 18 -Human Capital During the last three decades, demographic shifts, EU integration, and global trends have been reshaping the economic landscape so that the human resources of Greece are highly educated and skilled and meet the needs of today’s service and knowledge-based economy. -Access to Financing & Venture Capital in Greece The conditions that emerged from the economic crisis in Greece have decreased financial resources. However, the recapitalisation of banks, the Investment Law and a number of programmes to empower entrepreneurship, offer investors a wide selection of alternatives for their financing needs to implement their projects. -Testimonials “In 2006, Greece ranked first globally in terms of broadband growth. Microsoft gives particular emphasis in developing innovation at a local level, since it constitutes the key growth factor for each country. Within this framework, the inauguration of the Innovation Centre aims at contributing in the creation of opportunities for all that will reinforce Greek competitiveness globally.” ― Bill Gates, Microsoft Corporation -Emerging National Markets As an economic and trade center of emerging markets, Greece is a natural business base to access EU markets and the markets of Southeast Europe and North Africa. Investement Sectors in Greece TOURISM Greece is one of the top tourism destinations in the world. The number of tourism visits over the last decade has shown a steady increase. From 14.2 million international visitors in 2004, more than 17 million people visited Greece in 2008, and it is expected that in a few years this number will reach 20 million, almost twice the country’s population. ENERGY Greece’s comprehensive energy policy, to establish sustainable, competitive, and secure sources of energy, has established an encompassing regulatory and market framework for the energy sector. ICT The Greek ICT sector offers a unique opportunity for investment in high-end, value added services with a global reach, including the creation of software
- 20. Branding Greece 19 development centres and microchip design labs. Greece provides highly skilled, top-notch researchers and engineers at competitive salaries, in an environment with superior infrastructure and R&D support. LIFE SCIENCES Strong market fundamentals and a top-notch talent pool provide the opportunity for cost efficient medicine development in Greece. FOOD & BEVERAGE Food and beverage is the most dynamic and high-growth sector in Greek manufacturing and the Greek market has shown robust growth for almost a decade. Investment opportunities include boutique and niche market goods, the entire gamut of mass market items, products marketed as “Mediterranean,” and the exploding organic food sector. ENVIRONMENTAL MANAGEMENT Investment opportunities in waste management are exceptional. The expertise of foreign firms to meet the demands of the local market is a necessity. Greece is embarking on a long-term plan to overhaul its waste management practices. New technologies are needed to deal with an increasing burden of waste and that meet the demand for disposal, energy generation, recycling, and building new, closed-loop systems that limit waste generation.
- 21. Branding Greece 20 CONCLUSION Greece has achieved some good results in rebranding itself through public and private initiatives. The good results are shown in the steady raise of incoming tourism that is estimated to reach a number of 20 million on 2015( the double of its population). Furthermore after analysed the business landscape, although still many changes can be done in easing the investment procedure(burocracy, tax laws, labor restrictions) still there are plenty opportunities in key sectors with Tourism being one of the most promised ones. Highly educated - skilled human capital, continuously improved infrastructure as well as a new investment law with a number of programmes to empower entrepreneurship, further enhance the growth possibilities of Greece to attract investments and win field in being the top destination.