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.

1. Rebulding trust
Rebuilding trust in times of economic crisis, the case of Portugal.
A New Competitive Identity for Portugal joining forces between public and private sectors.

2. What’s in people’s minds about Portugal ?

3. Methodology
 Foreign Media analisys
 Survey to 372 exporting companies
 Inquiries to Multinational Executives
 International indexes mapping
 Exports, Investment and Tourism analysis
performance
 Empirical observation
 Studies
 Bibliography
 Comparisons to other countries

4. A brand analisys trough the hexagon model
Adapted from Anholt, 2000

5. A brand analisys trough the hexagon model
Exports* increased by 13,3% in 2011.
Exporting companies claim that the
crisis did not affect their performance**.
Exporting companies forecast a good
Adapted from Anholt, 2000 exporting year in 2012**.
What happened in Ireland and Greece? *** Exports rose.
* Goods and services
** Result of a survey among 372 portuguese exporting companies held in November of 2011.
*** In 2010

6. A brand analisys trough the hexagon model
10,4% increase of overnight stays of foreign
citizens*.
7,2% increased revenue from tourism**.
6,5% increase of arrivals to domestic
Adapted from Anholt, 2000
airports**.
What happened in Ireland and Greece? *** Rise in Greece. Decline in Ireland.
Sources:
*INE. **Turismo de Portugal. *** In 2010

7. A brand analisys trough the hexagon model
Increase in net investment. Stagnation in
new inflows.
High debdt, taxes and poor economic
outcome are key inhibitors to investment.
Good country image favors investment.
Adapted from Anholt, 2000
What happened in Ireland and Greece? * Increase in Ireland. Decline in Greece.
* In 2010

8. A brand analisys trough the hexagon model
High attention on portuguese Human
Capital.
Bad press on educational indicators.
Adapted from Anholt, 2000 More qualified Human Capital than ever.

9. A brand analisys trough the hexagon model
High debt, deficit and unemployment, poor
economic outcome.
Rating downgrades. Default upgrades.
Powerfull images: PIIGS, Trash, “begging bowl”.
Adapted from Anholt, 2000
What happened in Ireland and Greece? * High debt and deficit. Recession.
* In 2010

10. International Press
High salience on Economy
Occurrence 1 Occurrence 2 Occurrence 3 Occurrence 4 Occurrence 5
Spain Bailout (1036) Crisis (908) Sport (565) Austerity (362) Culture (190)
Germany Bailout (439) Crisis (206) Sport (204) High indebtedness (97) Diplomacy (79)
United Kingdom Bailout (738) Crisis (159) Diplomacy (109) Austerity (90) McCann Case (80)
France Bailout (400) Crisis (329) Sport (282) Diplomacy (162) Austerity (130)
Diplomacy Economic Cooperation
Angola Sport (285) Culture (111)
(188) Relations (161) (106)
Carlos Pacheco, 2011
Table : Main occurences about Portugal in 5 online Media of the 5 most relevant economic markets
Analised Media per country: SPAIN: El País, ABC, El Mundo, RTVE, 20 Minutos. GERMANY: Der Spielgel, Bildt, Welt, Focus, Stern. REINO UNIDO: SKY News, BBC, Daily Mail, Guardian, The
Telegraph. FRANCE: Le Monde, TF1, Le Figaro, Le Parisien, L’ Express. ANGOLA: Angop, Jornal de Angola, RNA, Angola Digital, TPA.
10 818 news releases scaned

11. A brand analisys trough the hexagon model
Government in office was penalised.
High debt suggests poorly run economy .
Downgrade in International indexes:
Adapted from Anholt, 2000 Democracy Index, human development index.
What happened in countries touched by the euro Change in Governments: Spain, Italy,
crisis? Greece, Iceland, Ireland.

12. Brand Equity
Liabilities – Brand erosion because of high debdt, deficit,
and poor economic outcome that led to external financial
intervention. Erosion on Investment, Economy,
Governance and People axis.
Assets – High exposure of portuguese products and
services. High acceptance of Portuguese tourist product.
High attention over skilled and talented people.
International respect due to compliance with Troika
recommendations and its Diplomacy.

13. Where the opportunity begins
Building a
Competitive Identity

14. High Media attention
 High salience in people’s minds.
 More than 10 000 news releases in 5 online Media
of 5 economicaly relevant Markets.
 Sports / Diplomacy / Culture / Tourism.
Awarness

15. Where the opportunity begins
Higher presence of portuguese goods and
services in peoples lives.
Crisis as opportunity.
Opportunity to promote Brand Portugal
through it’s goods and services.
Adapted from Anholt, 2000
Competitive Identity: Innovative. Troubleshooter.

16. Where the opportunity begins
Increased attention over Portugal.
Growth in main indicators.
Good touristic image. Good value for money.
Adapted from Anholt, 2000
Competitive Identity: Hospitality, Climate, Gastronomy, Culture and
Heritage, Sophistication.

17. Where the opportunity begins
Privatization of state owned companies.
Structural reforms.
Competitive and skilled workforce available.
Adapted from Anholt, 2000
Competitive Identity: Friendly business environment.

18. Where the opportunity begins
Achievements of Portuguese talent abroad.
Gentle and peacefull people.
Seek for Portuguese Human Capital.
Adapted from Anholt, 2000
Competitive Identity: Friendly and highly skilled.

19. Where the opportunity begins
New behavior and performance towards
public spending.
Rebound on key economic indicators.
Influencers and Markets support.
Adapted from Anholt, 2000
Competitive Identity: The return of the “good student”.

20. Where the opportunity begins
Behavior.
Performance.
Communication.
Adapted from Anholt, 2000
Competitive Identity: Compliance and results.

21. A coalittion to change perceptions
 Public role:
 Setting a vision.
 Coordinating efforts.
 Adopting policies of competitiveness.
 Private iniciatives:
 Dessiminating content.
 Branding Portugal through exporting companies.
 Atracting events & investments.
 Expanding markets and innovating.
 Portuguese community abroad.
 Marketing content.
Wrapping up

22. Changing perceptions – The role of AICEP
“..products make far more effective ambassadors for the national image than promotional campaigns…”
Anholt, 2007
Trade Missions. Atracting
major events. FDI road-
shows. International fairs
and exibitions.
Advertising.
Adapted from Anholt, 2000

23. At the end…
Adapted from Anholt, 2000

24. Thank you
carlos.pacheco@portugalglobal.pt