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Workshop given at Reputation Institute conference on branding, Kyiv, Ukraine on the subject of country branding, city branding, and place branding in general
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Measuring and Managing Country Brand and Reputation
Case study: El Salvador David Geddes, Ph.D.
Geddes Analytics
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Country Brand Reputation • What is a country brand reputation?
• Why is a country brand reputation important?
• Developing El Salvador’s brand identity and personality
• Target audiences
• Developing the campaign messages
• Campaign implementation
• Evaluating campaign results
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Country branding Country branding and reputation management …
• Not just a slogan
• Not just advertising
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Country branding Country branding and reputation management … • Broad political leadership • Government leadership • Long-term commitment • Private sector (business) involvement • Consistency • Long term commitment
• And can be very rewarding
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& investment promotion
Strategic communications
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Strategic communications
Communications programs designed to influence the attitudes and/or behavior of target audiences with the ultimate goal of helping achieve the project objectives, particularly as they refer or translate into project acceptance, endorsement or support.
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1 Define objectives: operational & promotional
Strategic communications
2 Identify key audiences
3 Undertake research amongst key audiences
4 Develop strategy & tactical initiatives
6 Measure, revise, and adjust strategy
5 Implement campaign elements
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Strategic communications
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Strategic communications
Development Projects • Health • Education • Private sector
development • Environment
Policy Reform Programs • Economic • Social • Political Other Initiatives • Investment Promotions • Country branding
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Country BRAND
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Country BRAND
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Country BRAND
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Country BRAND
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Country BRAND
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Country BRAND
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A Scandinavian Nation
Cool Britannia
Country BRAND
______________
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Puerto Rico (1930’s): The poorest country in the Western Hemisphere
Country BRAND
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“Operation Bootstrap” (1950’s)
Country BRAND
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Country BRAND
PER CAPITA INCOME ARGENTINA $6,008
MÉXICO $6,295 BRASIL $3,500 CHILE $4,638
COLOMBIA $1,951 ECUADOR $1,289
VENEZUELA $4,979
PUERTO RICO $7,910 FUENTE: BID 2001
A development and branding initiative with
results
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& investment promotion
Strategic communications
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BACKGROUND
Investment promotion
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BACKGROUND
Investment promotion
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Workforce
Economic Stability
Moderate Labor Activism
Reforms Without Noticeable Changes
Judicial Stability
Dollarization
Low skilled labor
Infrastructure
Crime
Social Inequality
Investment Projects
Political Uncertainty
Legal Reforms
Opportunities Strengths
Investment promotion
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Workforce
Economic Stability
Investment Opportunities
Geographic Location
Investment promotion
CAMPAIGN THEMES
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Central Concept
Supporting Concept 1
Supporting Concept 2
Supporting Concept 3
Investment promotion
CAMPAIGN THEMES
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Workforce
Economic Stability
Investment Opportunities
Geographic Location
DISTINCT CREDIBLE
No
No
Yes/No Yes
No
Yes/No
Yes Yes
Investment promotion
CENTRAL THEMES
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Workforce
Economic Stability
Investment Opportunities
Geographic Location
Central Theme
Supporting Theme
Supporting Theme
Supporting Theme
Investment promotion
CENTRAL THEMES
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Generate credibility among analysts and trade
publications in the US
Position ES among trade media and analysts in
Mexico and Taiwan
(2002-2003)
(2003-2004)
(2004-2005)
Position El Salvador and PROESA in other
relevant markets
Investment promotion
STRATEGY
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Investment promotion
AUDIENCES
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Investment promotion
LOGO & SLOGAN
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Investment promotion
LOGO & SLOGAN
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Investment promotion
SPOKESPEOPLE SELECTION & TRAINING
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Investment promotion
INVESTOR & MEDIA KIT
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Investment promotion
AD CAMPAIGN
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Daily media coverage report Op Eds / Opinion articles Video News Releases Audio News Releases Press releases Interviews with printed and electronic media Familiarization trips for trade media
Investment promotion
MEDIA RELATIONS/MONITORING
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NY Chamber of Commerce Inter-American Dialogue Florida International University Dollarization
Conference Textile World Council of the Americas (2003)
Investment promotion
PRESENTATIONS & FORUMS
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Investment promotion
EARLY RESULTS
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Generation of Investor Interest 50 + calls and e-mails by potential
investors expressing interest in El Salvador.
7-10 site visits by companies in key sectors, including textile and apparel, call centers and food processing.
8-10 million dollars in new investments expected in these sectors by Feb. 2003
Follow up study to measure investor’s perception changes set for July 2003
Investment promotion
EARLY RESULTS
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SPOKESPEOPLE
Media analysis and measurement
Surveys among target audiences
Measure results
MEASUREMENT
Plan Research
Execute Measure and adjust
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SPOKESPEOPLE
An investment-focused country branding initiative requires: Government leadership at the highest level Commitment of the private sector Development of the institutional capacity of the entity
leading the project Time availability of key spokespeople Team Integration (investment promotion agency &
international communications agency) Financial support
Investment promotion
KEY LEARNINGS
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Application: Ukraine • What are our objectives?
_______________________
_______________________
_______________________
• Who are key audiences?
_______________________
_______________________
_______________________
_______________________
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Application: Ukraine • What are our strengths?
_______________________ _______________________ _______________________
• Who are our weaknesses? _______________________ _______________________ _______________________ _______________________
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Application: Ukraine • What are our opportunities?
_______________________ _______________________ _______________________
• Who are our threats? _______________________ _______________________ _______________________ _______________________
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Application: Ukraine • What research do we need?
_______________________ _______________________ _______________________ _______________________
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Application: Ukraine • What are some strategies?
_______________________ _______________________ _______________________
• Who are some tactics? _______________________ _______________________ _______________________ _______________________
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Application: Ukraine • Do we need a digital / Web 2.0 strategy?
_______________________ _______________________ _______________________
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Application: Ukraine • How will we measure results?
_______________________ _______________________ _______________________ _______________________
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