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Rebuilding trust in times of economic crisis, the case of Portugal. A New Competitive Identity for Portugal joining forces between public and private sectors.
Rebulding trust
What’s in people’s minds about Portugal ?
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
Adapted from Anholt, 2000
A brand analisys trough the hexagon model
* Goods and services
** Result of a survey among 372 portuguese exporting companies held in November of 2011.
*** In 2010
Exports* increased by 13,3% in 2011. Exporting companies claim that the crisis did not affect their performance**. Exporting companies forecast a good exporting year in 2012**.
A brand analisys trough the hexagon model
Adapted from Anholt, 2000
What happened in Ireland and Greece? *** Exports rose.
10,4% increase of overnight stays of foreign citizens*. 7,2% increased revenue from tourism**. 6,5% increase of arrivals to domestic airports**.
Sources:
*INE. **Turismo de Portugal. *** In 2010
A brand analisys trough the hexagon model
Adapted from Anholt, 2000
What happened in Ireland and Greece? ***
Rise in Greece. Decline in Ireland.
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.
A brand analisys trough the hexagon model
Adapted from Anholt, 2000
What happened in Ireland and Greece? * Increase in Ireland. Decline in Greece.
* In 2010
High attention on portuguese Human Capital.
Bad press on educational indicators.
More qualified Human Capital than ever.
A brand analisys trough the hexagon model
Adapted from Anholt, 2000
High debt, deficit and unemployment, poor economic outcome. Rating downgrades. Default upgrades. Powerfull images: PIIGS, Trash, “begging bowl”.
A brand analisys trough the hexagon model
Adapted from Anholt, 2000
What happened in Ireland and Greece? * High debt and deficit. Recession.
* In 2010
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)
Angola Sport (285) Diplomacy (188)
Economic Relations (161) Culture (111) Cooperation
(106)
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
Carlos Pacheco, 2011
Government in office was penalised.
High debt suggests poorly run economy . Downgrade in International indexes: Democracy Index, human development index.
A brand analisys trough the hexagon model
Adapted from Anholt, 2000
What happened in countries touched by the euro crisis?
Change in Governments: Spain, Italy, Greece, Iceland, Ireland.
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.
Where the opportunity begins
Building a Competitive Identity
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
Higher presence of portuguese goods and services in peoples lives. Crisis as opportunity. Opportunity to promote Brand Portugal through it’s goods and services.
Where the opportunity begins
Adapted from Anholt, 2000
Innovative. Troubleshooter. Competitive Identity:
Increased attention over Portugal. Growth in main indicators. Good touristic image. Good value for money.
Where the opportunity begins
Adapted from Anholt, 2000
Competitive Identity: Hospitality, Climate, Gastronomy, Culture and Heritage, Sophistication.
Privatization of state owned companies.
Structural reforms.
Competitive and skilled workforce available.
Where the opportunity begins
Adapted from Anholt, 2000
Competitive Identity: Friendly business environment.
Achievements of Portuguese talent abroad. Gentle and peacefull people. Seek for Portuguese Human Capital.
Where the opportunity begins
Adapted from Anholt, 2000
Competitive Identity:
Friendly and highly skilled.
New behavior and performance towards public spending. Rebound on key economic indicators. Influencers and Markets support.
Where the opportunity begins
Adapted from Anholt, 2000
Competitive Identity: The return of the “good student”.
Behavior.
Performance.
Communication.
Where the opportunity begins
Adapted from Anholt, 2000
Competitive Identity: Compliance and results.
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
Changing perceptions – The role of AICEP
Trade Missions. Atracting major events. FDI road-shows. International fairs and exibitions. Advertising.
Adapted from Anholt, 2000
“..products make far more effective ambassadors for the national image than promotional campaigns…”
Anholt, 2007
Adapted from Anholt, 2000
At the end…
