We now have the initial results of the Country Rep 10; Spain plays better away than at home, as headlined today in Expansión by Fernando Prado, Managing Partner of Reputation Institute Spain (@RISpain / @fpadoRI).
The image that Spain projects abroad (fiesta, siesta…) has always been a topic of discussion; it is not always like that, but at this moment, the most talked-about topics regarding Spain are one good and one very bad. The bad: the economic crisis; the good: our sporting triumphs.
A colleague from the USA shared his perception of our nation with us. It is a total fifty-fifty. In the Expansión column, they aim to provide an objective vision based on research conducted by the Elcano Royal Institute and the Reputation Institute.
Source Expansión:
“In the first half of 2010, Reputation Institute analyzed the reputation of Spain and 39 other countries among citizens of the most developed nations (G8), as well as other countries in Asia and Latin America. As a result of this work, the Institute for Intangible Analysis will soon publish a report on the ‘Reputation of Spain in the World,’ which will be sponsored by some of the companies most impacted by said reputation, such as BBVA, Repsol, Santander, and Telefónica.
This is the third consecutive year this study has been conducted and, despite what it might seem, our country’s reputation remains stable among the general population of the most industrialized nations. Spain receives a very positive evaluation regarding its reputation—understood as the admiration, respect, and trust it earns—occupying a privileged position (12th place) in the international ranking.
Contributing to this good reputation are perceptions of variables such as our lifestyle, leisure and entertainment possibilities in Spain, its natural environment, the social well-being enjoyed by its citizens, the fact of being a responsible participant in the international community, and our culture. The political and institutional environment is also valued positively, but it is not a comparative advantage for Spain in relation to neighboring countries.
On the negative side of the perceptions associated with our country are the economic environment, the quality of our products and services, and above all, the capacity for technological innovation and the existence of successful brands and companies associated with Spain.
This diagnosis has undergone few changes in recent years and has already been the subject of our analysis in the past. Spain needs to work on communicating its economic, technological, and business capacity, as these are our main perceived weaknesses and likely do not do justice to the reality of our country’s economic development.
On the other hand, it is worth discussing whether it is possible to achieve a positioning for Spain in the mind of the international consumer linked to technology, economy, and business without losing current perceptions of a friendly country, good to visit, live in, and enjoy, with a political and social system full of guarantees. In the world of perceptions, it is difficult to be like Greece and Japan at the same time, as one positioning somewhat contradicts the other.
In any case, the most notable data from the 2010 edition of this study is the comparison between the evolution of Spain’s internal and external reputation. When we measure the perceptions of a country in the international arena, we usually find that the valuation by its own citizens is, on average, around 20% higher than the external valuation. In Spain in 2008, that internal valuation was 23% higher than the external one; in 2009, the differential had fallen to 19%, but in 2010, it has practically disappeared, limited to a meager 3%. Of all the countries analyzed, the only one that has experienced a greater drop than Spain in its internal reputation index is Greece, something that, given the country’s situation, is quite easy to understand.
What does this data mean? Firstly, it is important to reiterate that Spain has a very good reputation in the international arena. Secondly, that we Spaniards have been losing confidence in our country, in ourselves.
This diagnosis predates recent sporting successes. The great orgy of collective satisfaction following the winning of the World Cup has been a boost for our self-esteem and, although it may seem frivolous, it could contribute to changing a defeatist trend.
In any case, the association of Spain with sporting success will not necessarily improve less favorable perceptions in economic, technological, or business matters. It may be a good start, but primarily for changing attitudes within Spain. External work will still be necessary to develop a positioning that brings perceptions of Spain closer to the reality of its economy and its companies.
Reputation Institute will announce today, at 4:00 PM, the results of the CountryRep™ 2010 report, which analyzes the international reputation of 40 countries, including Spain. The presentation will be held via a webinar. To participate, please click on the following link: ”