Скачать презентацию ÍMYND OG ORÐSPOR ÍSLANDS Mikilvægi samstillts átaks 29 Скачать презентацию ÍMYND OG ORÐSPOR ÍSLANDS Mikilvægi samstillts átaks 29

c28e50321bd78121a2f71ffa995d4265.ppt

  • Количество слайдов: 41

ÍMYND OG ORÐSPOR ÍSLANDS Mikilvægi samstillts átaks 29. MARS 2007 Aðalfundur Samtaka Ferðaþjónustunnar HALLA ÍMYND OG ORÐSPOR ÍSLANDS Mikilvægi samstillts átaks 29. MARS 2007 Aðalfundur Samtaka Ferðaþjónustunnar HALLA TÓMASDÓTTIR Framkvæmdastjóri Viðskiptaráðs

EFNISTÖK • ÁRIÐ 2006 – Upprifjun úr alþjóðlegum fjölmiðlum • ViÐBRÖGÐ VÍ – Slá EFNISTÖK • ÁRIÐ 2006 – Upprifjun úr alþjóðlegum fjölmiðlum • ViÐBRÖGÐ VÍ – Slá á krísuna – Langtímaverkefni í uppbyggingu orðspors og ímyndar • ANHOLT OG NATIONAL BRANDING INDEX (NBI) • SNILLI ÍSLANDS

“Iceland – Macro Imbalances Trigger Negative Outlook” Fitch Ratings, February 2006 “Iceland – Macro Imbalances Trigger Negative Outlook” Fitch Ratings, February 2006

“Iceland: Geyser crisis” Danske Bank, March 2006 “Iceland: Geyser crisis” Danske Bank, March 2006

“Icelandic Banks: Not What You Are Thinking. . We are only at the beginning “Icelandic Banks: Not What You Are Thinking. . We are only at the beginning of the Icelandic Banks’ Problems Merrill Lynch, Mars 2006

“Is Iceland facing a meltdown? ” Sunday Telegraph Mars 2006 “Is Iceland facing a meltdown? ” Sunday Telegraph Mars 2006

“Meltdown worries put Iceland’s UK raids under threat” Evening Standard, Mars 2006 “Meltdown worries put Iceland’s UK raids under threat” Evening Standard, Mars 2006

“Iceland’s poets of enterprise lose their rhythm” Daily Mail, Mars 2006 “Iceland’s poets of enterprise lose their rhythm” Daily Mail, Mars 2006

“Icelandic charm melts away as debt crisis grips” The Sunday Times, April 2006 “Icelandic charm melts away as debt crisis grips” The Sunday Times, April 2006

“Iceland’s Fizzy Economy Faces a Test” The New York Times, April 2006 “Iceland’s Fizzy Economy Faces a Test” The New York Times, April 2006

“Krise styrer udenom islandske frontlöbere” “Danskere udfordret af islandsk ledelse” Börsen, April 2006 “Krise styrer udenom islandske frontlöbere” “Danskere udfordret af islandsk ledelse” Börsen, April 2006

“Ellevill krangel om islandsk ökonomi Sinnene er i kok blant islandske analytikere, etter at “Ellevill krangel om islandsk ökonomi Sinnene er i kok blant islandske analytikere, etter at Danske Bank dömmer den islandske ökonomien nord og ned i en ny analyse” Oslo, April 2006

ÍMYNDARVINNA AÐKALLANDI • Slá á krísuna (Mishkin) – Bætt upplýsingaflæði - menntunarátak – “Third ÍMYNDARVINNA AÐKALLANDI • Slá á krísuna (Mishkin) – Bætt upplýsingaflæði - menntunarátak – “Third party credibility” • Langtímauppbygging á sérstöðu/ímynd Íslands – – Mæla Móta Stefnu Framkvæma Mæla reglulega

MISHKIN & HERBERTSSON • Dow Jones - FOREX VIEW: Iceland Isn't Going To Melt MISHKIN & HERBERTSSON • Dow Jones - FOREX VIEW: Iceland Isn't Going To Melt Down • Reuters - Upbeat Iceland report gives shares, crown a lift • Bloomberg - Iceland Krona Rises on Stability Report: World's Biggest Mover • Global Insight Daily Analysis - Academic Report Dismisses Concerns over Iceland's Financial Stability • Morgan Stanley: Icelandic Banks: Seeing the Facts through the Frenzy

HVALAKRÍSAN “Iceland violates ban on whaling” BBC, Október 2006 HVALAKRÍSAN “Iceland violates ban on whaling” BBC, Október 2006

HVALAKRÍSAN • “Iceland left in the cold as whaling trade puts tourists off” The HVALAKRÍSAN • “Iceland left in the cold as whaling trade puts tourists off” The Times, November 2006

HVALAKRÍSAN • “Iceland giving “two fingers” over whaling” Ástralía, Október 2006 HVALAKRÍSAN • “Iceland giving “two fingers” over whaling” Ástralía, Október 2006

LANGTÍMAUPPBYGGING Á ORÐSPORI OG ÍMYND • Stefnumótun og vinna með S. Anholt – Stýrihópur LANGTÍMAUPPBYGGING Á ORÐSPORI OG ÍMYND • Stefnumótun og vinna með S. Anholt – Stýrihópur – Viðtöl (og videoviðtöl) innanlands og utan – Vinnufundir og kynningar með fleiri hópum • National Brand Index (NBI) – Mestmegnis óþekkt utan Norðurlanda

Top 20 countries 2006 Q 4 1 2 3 4 UK Germany Canada France Top 20 countries 2006 Q 4 1 2 3 4 UK Germany Canada France 11 12 13 14 Netherlands Spain Denmark Norway 5 6 7 8 9 10 Switzerland Australia Sweden Italy Japan USA 15 16 17 18 19 20 New Zealand Ireland Belgium Portugal Iceland Brazil

Iceland’s admirers and doubters Iceland’s highest positions Iceland’s lowest positions 6 Norway 27 Brazil Iceland’s admirers and doubters Iceland’s highest positions Iceland’s lowest positions 6 Norway 27 Brazil 10 Sweden 28 Malaysia 11 Denmark 31 Turkey 18 Australia Estonia Spain UK 32 Egypt 33 India Belgium France Switzerland USA Indonesia

How the World sees Iceland How the World sees Iceland

How Norway sees Iceland How Norway sees Iceland

How Denmark sees Iceland How Denmark sees Iceland

How Sweden sees Iceland How Sweden sees Iceland

How the UK sees Iceland How the UK sees Iceland

How Germany France Netherlands and Belgium see Iceland How Germany France Netherlands and Belgium see Iceland

How Spain Italy and Portugal see Iceland How Spain Italy and Portugal see Iceland

How Poland Hungary Czech Republic and Estonia see Iceland How Poland Hungary Czech Republic and Estonia see Iceland

How Russia sees Iceland How Russia sees Iceland

How the USA sees Iceland How the USA sees Iceland

How Canada sees Iceland How Canada sees Iceland

How Japan sees Iceland How Japan sees Iceland

How China sees Iceland How China sees Iceland

How Brazil sees Iceland How Brazil sees Iceland

How India sees Iceland How India sees Iceland

How the World sees Norway How the World sees Norway

How the World sees Switzerland How the World sees Switzerland

“International research shows that Iceland’s image today is more of a country brand than “International research shows that Iceland’s image today is more of a country brand than a nation brand. The rise in Icelandic tourism has done a good job of communicating the natural attributes of the island around the world, but the character of Iceland’s population remains largely unknown except to its nearest neighbours. ” Simon Anholt

HVAÐ NÆST? • SÉRSVEIT ÍMYNDARMÁLA – Taka út núverandi stöðu – Sammælast um stefnu HVAÐ NÆST? • SÉRSVEIT ÍMYNDARMÁLA – Taka út núverandi stöðu – Sammælast um stefnu • SAMKEPPNISHÆFT AUÐKENNI – Hugmyndir að framkvæmdum/verkefnum og nýsköpun sem styðja við stefnuna • VIRKJA ALLA Í AÐ HRINDA STEFNUNNI Í FRAMKVÆMD!!!!

HVER ER SNILLI ÍSLANDS? • People with both ice and fire in their souls. HVER ER SNILLI ÍSLANDS? • People with both ice and fire in their souls. • Icelanders combine a very Nordic love of order, efficiency, fairness and competence, with a flair, warmth, informality and passion that are distinctly Mediterranean. • This Latino-Nordic quality of the Icelander is the secret of most of Iceland’s recent successes and, I am convinced, the key to its future prominence. • This could be the motto of the Icelander: it sounds crazy, but it might just work.

Final words • The sign on the door of planet Earth during this age Final words • The sign on the door of planet Earth during this age of global competition should be the one that reads “You don’t have to be crazy to work here, but it helps”. • In a workplace like that, I’ll put my money on the Icelanders to get to the top.