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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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