Reputation

International case study: How Eindhoven turned its fortunes around with a clear vision and cohesive place brand strategy

Eindhoven has transformed itself into an international city of design - but how exactly did the Dutch city deliver economic development through a stakeholder-led place brand strategy?

label_outline Economic Development Digital Reputation Destination Marketing Tourism Destination Management Reputation Private Sector Place Branding Investment Promotion

When your brand is chaos: Political upheaval and the impact on national brands

A central facet of our ongoing age of uncertainty is the increasing overlap of political and commercial behaviours. Identities and spaces that were a generation ago seen as separate have increasingly overlapped, leading to new challenges in shepherding organizational reputations. Nowhere is this trend more apparent than when chaotic political environments impact how people view the health of nations. The United Kingdom's ongoing struggle with the implications of Brexit and the responses from the rest of the world provide a fascinating case study.

label_outline Reputation Place Branding Data

How the digital identity of nations and places reflects on place brands

Digital presence, search results and online reputation. In today’s fast-paced world there’s no way around the growing importance of this correlated pyramid. Countries, regions and cities already know that their Place Brand needs to be strategically managed in terms of having a strong digital presence to achieve great search results, based on a positive online reputation.

label_outline Digital Reputation Destination Marketing Tourism Reputation Place Branding Investment Promotion Economic Development

Embracing Sustainability? Everyone’s a winner!

Doing good by the world whilst simultaneously improving brand image is a win-win for everyone involved. A sustainability agenda is no longer an optional extra for companies that want to maintain or improve the support they receive from customers, employees, investors and beyond; it is an essential part of doing good business in an open and transparent manner.

So what can cities, regions and nations do to improve their approach to sustainability and encourage more efficient output from the companies that reside there?

label_outline Citizen Engagement Sustainability Reputation
logo Alice Rampelberg Marketing B2C and E-Commerce Director, Paris Convention and Visitors Bureau

Je t'aime Paris: How Paris reinforced their brand image

Following the terrorist attacks of 2015, the Paris Convention & Visitors Bureau had to add to its usual B2B marketing focus with communications to reassure the consumer audience. Alice Rampelberg, Marketing B2C and E-Commerce Director at the Paris Convention & Visitors Bureau, explained how Paris have reinforced their global tourism brand as well as how collaboration with London is opening the door to more American tourists.

label_outline Tourism Sustainability Reputation Destination Marketing Crisis Management Citizen Engagement

What is the true mark of a strong country brand?

The FutureBrand Country Index measures the strength of perception of countries around the world in the same way we study consumer or corporate brands. Now in its second decade, the Index reorders the World Bank Top 75 countries by GDP according to strength of perception.

The Index examines what transforms a country from a spot on a map to a place our survey respondents ultimately want to invest in, live in, visit, and buy goods and services from. Countries have traditionally been measured and ranked by measures of might — GDP, population size, even a sovereign’s nuclear arsenal. However, in the current day when our world is defined by rapid change, do these measures continue to make sense in the ranking of nations?

label_outline Reputation Economic Development Digital Reputation
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