The document discusses the importance of reputation for territories such as cities, regions, and nations. It notes that in an increasingly globalized world with more competition between places, having a strong reputation is key to attracting visitors, businesses, investments and exports. However, a place's reputation is often based on stereotypes and may not accurately reflect its true identity. Strategic reputation management requires understanding a place's current image, developing a shared vision for the future image, and coordinating stakeholders to demonstrate that image through their actions.

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

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Reputation is important
Intensified globalisation leads to increased competition
between places
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Reputation is important
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.
The Importance of Reputation for Territories. 15 May 2012, Lisbon

4. SESSION OVERVIEW
The Importance of Reputation for Territories. 15 May 2012, Lisbon

5. SESSION OVERVIEW
The Importance of Reputation for Territories. 15 May 2012, Lisbon

6. SESSION OVERVIEW
The Importance of Reputation for Territories. 15 May 2012, Lisbon

7. The Importance of Reputation for Territories. 15 May 2012, Lisbon

8. SESSION OVERVIEW
The Importance of Reputation for Territories. 15 May 2012, Lisbon

9. SESSION OVERVIEW
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Reputation is important
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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Whay do we want to manage our reputation?
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?
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?
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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The identity – image gap
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 image-formation factors
Personal
experience
Place-
brand / Word of
image mouth
campaigns
Behaviour PLACE Clichès and
of
IMAGE stereotypes
citizens
Export
Politics
brands
Cultural and
Sports
Performances
Keith Dinnie (‘Nation Branding’)
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Associations, Stereotypes and Clichés
Russia
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Associations, Stereotypes and Clichés
Russia
The Importance of Reputation for Territories. 15 May 2012, Lisbon
Source: Andrej Krikovic & Steve Weber. Branding Russia. UC Berkeley (undergraduate survey)

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Stereotypes and Clichés
Scotland
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Associations, Stereotypes and Clichés
Siberia
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Associations, Stereotypes and Clichés
Siberia
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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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Associations, Stereotypes and Clichés
Bolivia
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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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Associations, Stereotypes and Clichés
Colombia
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Stereotypes
Colombia
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Stereotypes
Colombia
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Stereotypes
Colombia
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37. Brand Ambassador / Institutional Relations !!
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Associations, Stereotypes and Clichés
Argentina
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Stereotypes and Clichés
Scotland
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Associations, Stereotypes and Clichés
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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Stereotypes
Spain
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Spain
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Associations, Stereotypes and Clichés
Portugal?
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Reputation can be built and managed
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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Understanding current image
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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The image of Barcelona
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The image of Barcelona
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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What does the research say?
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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The image/reputation (brand) building process
Key Identity components:
History Language Territory Political regime
Place-brand identity & Architecture Sport Literature Art Religion Education
Desired Positioning system Icons Landscape Music Food & drink
Folklore Values…
+
Purpose & Value Proposition & Desired Image
Place Design Public Policies Branded exports
Sporting achievements The diaspora Marketing
Communicators of place-
communications Brand ambassadors Cultural
brand identity & Positioning
artefacts Govt. foreign policy Tourism experience
Prominent personalities Public & Cultural
Diplomacy International Relations PR …
Audiences:
Domestic consumers External consumers
Place-brand image Domestic firms External firms Inward investors
Governments Media …
Adapted from Keith Dinnie (‘Nation Branding’)
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What is needed
Shared leadership and involvement of place stakeholders
Government
Public sector Private sector
Citizens
organizations organizations
Tourism board Not-for-profit organizations
Trade associations
Inward investment agency Diaspora
Chambers of commerce
Economic development Personalities
PSC brands
agency Other
Keith Dinnie (‘Nation Branding’)
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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
The Importance of Reputation for Territories. 15 May 2012, Lisbon
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
The Importance of Reputation for Territories. 15 May 2012, Lisbon
Source:Presentación Julio Cervino (Universidad Carlos III)

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Spain
A succesful case of image change
EU
The Importance of Reputation for Territories. 15 May 2012, Lisbon
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
The Importance of Reputation for Territories. 15 May 2012, Lisbon
Source: Presentación Julio Cervino (Universidad Carlos III)

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Spain
A succesful case of image change
The Importance of Reputation for Territories. 15 May 2012, Lisbon
Source: Presentación Julio Cervino (Universidad Carlos III)

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Spain
A succesful case of image change
The Importance of Reputation for Territories. 15 May 2012, Lisbon
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
The Importance of Reputation for Territories. 15 May 2012, Lisbon
Source: Presentación Julio Cervino (Universidad Carlos III)

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Spain
A succesful case of image change
The Importance of Reputation for Territories. 15 May 2012, Lisbon
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
The Importance of Reputation for Territories. 15 May 2012, Lisbon
Source: Presentación Julio Cervino (Universidad Carlos III)

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Stereotypes
Spain
The Importance of Reputation for Territories. 15 May 2012, Lisbon
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
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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
The Importance of Reputation for Territories. 15 May 2012, Lisbon

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

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Building Territorial Reputation

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