Complementariedad o antagonismo en las formas de atractividad territorial de las ciudades centrales latinoamericanas frente a las marcas-país de su Estado-nación. Los casos de Ciudad de México, Lima y Río de Janeiro.

Branding Latin America Conference, University of Cambridge, April 8-9th

Complementariedad o antagonismo en las formas de atractividad territorial de las ciudades centrales latinoamericanas frente a las marcas-país de su Estado-nación. Los casos de Ciudad de México, Lima y Río de Janeiro. Ray Freddy Lara Pacheco University of Basque Country /Euskal Herriko Unibertsitatea University of Guadalajara / Universidad de Guadalajara

Outlines First Part • The relation between foreign policy and nation-image • Determinant factors of Country Brand • Country Brand in Latin America • Country Brand in Brazil, Mexico and Peru Second Part • The city and its international presence • The role of City Brand to increase international presence of cities • Identity construction of a city • City Brand in Rio de Janeiro, Mexico City and Lima • Stakeholders involved Relation between Country Brand and City Brand 2

The relation between foreign policy and nation-image (Determinant Factors)

Foreign Policy (post WWII) Foreign Policy (21st Century)

• Preservation of sovereignty, independence and security • Protection of economic interests • Repel manipulation of other countries and ideologies • Active manipulation • Spread their own propaganda (Deutsch, 1994).

Constants: geographical, historical and cultural • Internal-External Policy (Two Level Game) (Putnam, 1988; Evans, 1995; Halliday, 2002) • Construction of International identity or identies (s) (Santa Cruz, 2000; Wendt, 2005) • Image building (Melissen, 2005; Villanueva, 2007) 3

Villanueva, 2012. A good Nationimage translates into:

Strategies for a Nation-image

Nation Brand

Attractiveness Soft Power

Influence and Persuasion

Reputation

Cosmopolitan Constructivism

Public Diplomacy 4

Determinant Factors of Country Brand

Country's reputation

Competitiveness of goods and services produced

Construction of an identity or narrative (int / ext)

Symbolism and Visual Identity

Relation with other forms of nation-image

5

Country Brand in Latin America • Nationalistic feelings • Mutual distrust between countries • Regional image identified with unemployment and illiteracy, social and economical problems, political corruption.

• Political-economic constraints • Insolidarity of hegemonic media groups • Restrains in international public opinion

Ramos & Noya, 2006

Chaves, 2011

El tamaño parece la variable clave que posibilita el paso de la simple promoción turística a un proyecto integral de marca-país (Ramos y Noya, 2006: 34)

Las marcas originalmente creadas, como marca de promoción turística fueron, luego, elevadas a la categoría de marca-país (Chaves, 2011: 10)

• Trigger factor: Tourism • Third most important sector worldwide in investment (Di Pasqua, 2005) • Low levels of economic development: tourism is determinant • Distinguishing identity characteristics in Latin America

El desafío para las marcaspaís latinoamericanas es lograr superar la percepción general que promueve la región, para delimitar y darle especificidad a su propia marca-país (FutureBrand, 2013: 10)

6

Country Brand in Brazil, Mexico and Peru Actual Country Brand

General

Country's reputation

Competitiveness

Identity or narratives

Symbolism o visual identity

Relation with other forms

Brazil, 2005

Mexico, 2005

Peru, 2009

In relative terms, the economies of Brazil, Mexico and Peru are similar, not only according to the level of income, but in GDP and Population. In addition, its main exports are related to the primary sector (extractive and agricultural sector) and industry. There are no clear differences between branded countries ... So, What's different about Brazil? Construction of Identity from several strategies to promote national-image… Could it be a solution for Mexico and Peru?

7

The city and its international presence

Cities are the ideal space for Place Marketing Territorial attractiveness: Promotion of attractions; Development of specific public policies; Conception of creative ideas; Best Practices

Concentration of information flows

Concentration of commercial and social relations

Concentration of human and intellectual capital

Identity (ies) promotion

Development of Localism (López, 1993), Civic Patriotism (Borja and Castells, 2006) or Self-representation

Territorial attractiveness forms: City Marketing / Competitiveness / City-models

8

Strong and positive image supported by a range of infrastructure and services (Borja & Castells, 2006) Public policy with the intention of deploying its competitive advantages and achieve a position at national and international levels (Rodriguez, 2013)

Kind of competitive ethos of selling places (Ward, 2005) Models as an immaterial input: the image (Fernandez & Paz, 2005)

City Identity Stakeholders are fundamental to the construction of an identity and city- brand

City Brand

Identities are the basis of the stakeholders´s interests (Wendt, 2005) Cities have always had the need to differentiate themselves in order to assert their individuality and distinctive features (Ashworth & Kavaratzis, 2010)

It is a metaidentity, an imperfect body (Torrijos, 2009) Each city has established image qualities, often so deeply rooted in the collective imagination, that mark the fate of the city (Amendola, 2000) 9

City Brand in Rio de Janeiro, Mexico City and Lima Actual City Brand

Priority areas

Diversity Brands: 2016 Olympics. Founding Anniversar y in 2015

Business attraction, trade, investment

City Brand

Competitiveness

Identity or narratives

Sybolism

Innovative solutions for priority areas Mega events Art and culture Talent and Human Capital

Unique brand: CDMX, 2014

Business attraction, trade, investment Tourism Mega events Art and culture Talent and Human Capital

There is no clear brand, 2012

Business attraction, trade, investment Art and culture Tourism Mega events

10

The Prefeitura with a own brand related to the foundation of the city and the Olympics consolidated a working group with its stakeholders. FMPT constituted as a public-private entity, has been building strategic alliances between the public and private sectors. Local stakeholders have combined resources with the local government capacities. The actor who has proposed a clear brand is the private initiative. The public sector has focused on the recovery of the historical center and disadvantaged areas.

They have consolidated the identity (ies) of the city

Promoters of city brand

Stakeholders involved

11

12

Relationship between Country Brand and City Brand

1 2

• Even if they share the same goal… there is no complementarity between territorial attractiveness of city-brands and nationimage of country-brands.

• From the International Relations perspective: Creating a positive Nation-image, specifically a Country-brand, is a difficult task if there are no elements to consolidate it: 1) Reputation; 2) Competitiveness; 3) Construction of an identity; 4) Symbolism; 5) Relation with other forms or strategies related to nation-image

13

4 5

• All three cases, there are similar determinants to develop international country brands... • Brazil. In one decade has improved its Nation-image. • By combining different promotion strategies through public diplomacy and cultural diplomacy. • Thanks to the joint work of their ministries and strategic areas. • It has built an identity with elements that are currently recognized as Global Governance Issues (environment, human rights, health, etc.).

• Mexico and Peru have stereotyped Nation-images • In recent years, Mexico’s image had an unfavorable… • Following an strategy similar to Brazil’s in order to improve their Nationimages, would be interesting. • Focused on their differentiating themes that could construct their identity.

14

6 7

• Recommendation for Latin American countries: Developing strong city brands… Why? • They have a clear identity (ies). • Economic recovery when their State-containers are in crisis. • The capacity of action-reaction of its stakeholders. • A clear examples: internationally recognized city-brands of Rio de Janeiro, Mexico City and Lima.

• Within the space of the city: • The agreement among the stakeholders (dialogue of the actors) would lead to the development of the so called “4A's ─accesibility, attractions, amenities, actions─" (Elizagarate, 2008) and to locate them inside their territories. • The spread outward of the identity of a city, and the construction of an image (image building) is important because it promotes 'internationality' (Fry, Radebaugh & Soldatos, 1989; Solomon, 1993: 133-134). • Rooting of international companies and organizations, as well as tourism, human capital, etc.

15

Thank You

16