Latvijas institūta Valsts zīmolvedības programma
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- Eugenia McCormick
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1 Latvijas institūta Valsts zīmolvedības programma Aprīlis 2007 Decembris 2007 Marts 2008 Zimolvedības STRATĒĢIJA * S. Anholt + LI + LR eksperti Zīmolvedības PROGRAMMA * LI + LR + MK
2 OBJEKTS TĒLS
3 Konkurētspējīga identitāte Latvijai Prezentē Saimons Anholds Rīga, 2007.gada 13.novembrī
4 Konkurētspējīgas identitātes sešstūris Tūrisms Eksports Cilvēki Konkurētsp tspējīga identitāte te Politikas Kultūra un kultūras mantojums Investīcijas un imigrācija
5 KĀ PASAULE REDZ LATVIJU Rezultātu apkopojums no Anholda NBI (Nation Brands Index) 2007, 1.ceturkšņa
6 NBI pārskats Ik ceturksni kopš 2005.gada 35 paneļvalstis respondenti mērķa valstis Konkurētspējīgas identitātes sešstūra 6 punkti 80% pasaules iedzīvotāju 85% pasaules patēriņa jaudas
7 NBI pārskats paraugi uz valsti Plaša sabiedrība šķērsgriezumā, bet nepieciešama datora pieējamiba 17 galvenie kvantitatīvie jautājumi 7 punktu simetriskās skalas (piemēram, spēcīgi piekrītu līdz spēcīgi nepiekrītu ); kvantitatīvajiem jautājumiem vērtējums līdz 7. 6 galvenie kvalitatīvie jautājumi 13 demogrāfiskie un behaviorist jautājumi
8 Overall rankings (1-20) 2007 Q3 1 Germany 11 Netherlands 2 United Kingdom 12 Norway 3 Canada 13 Denmark 4 France 14 Spain 5 Switzerland 15 New Zealand 6 Italy 16 Finland 7 Sweden 17 Ireland 8 Australia 18 Belgium 9 Japan 19 Wales 10 United States
9 Overall rankings (21-35) 2007 Q3 20 Portugal 28 Egypt 21 Brazil 29 South Korea 22 Russia 30 South Africa 23 Singapore 31 Malaysia 24 China 32 Turkey 25 Mexico 33 Estonia 26 India 34 Lithuania 27 Poland 35 Latvia
10 This country makes a major contribution to innovation in science and technology 1 Japan 2 United States 3 Germany 4 United Kingdom 5 China 6 France 7 Canada 8 Sweden 9 Switzerland 10 Russia 26 Portugal 27 Poland 28 Malaysia 29 South Africa 30 Mexico 31 Egypt 32 Turkey 33 Estonia 34 Latvia 35 Lithuania
11 Country of origin effect on product purchase 1 Germany 2 Japan 3 United States 4 Switzerland 5 United Kingdom 6 France 7 Canada 8 Sweden 9 Italy 10 Australia 26 Mexico 27 India 28 South Africa 29 Malaysia 30 Turkey 31 Egypt 32 Estonia 33 China 34 Lithuania 35 Latvia
12 This country is competently, honestly and fairly governed 24 Latvia 1 Switzerland 2 Sweden 3 Canada 4 Germany 5 Norway 6 Denmark 7 Australia 8 Finland 9 Netherlands 10 United Kingdom 11 New Zealand 12 France 25 Lithuania 26 Brazil 27 South Korea 28 Egypt 29 Malaysia 30 India 31 Mexico 32 South Africa 33 Turkey 34 Russia 35 China
13 This country behaves responsibly towards international concerns over the environment 1 Sweden 2 Switzerland 3 Norway 4 Canada 5 Denmark 6 Finland 7 Netherlands 8 Germany 9 New Zealand 10 Australia 11 Belgium 12 France 13 Ireland 23 Latvia 24 Lithuania 25 Brazil 26 South Africa 27 South Korea 28 Egypt 29 Malaysia 30 Mexico 31 Turkey 32 United States 33 India 34 Russia 35 China
14 This country excels at sport 1 United States 2 Germany 3 Russia 4 United Kingdom 5 Brazil 6 France 7 Italy 8 China 9 Spain 10 Australia 26 Ireland 27 Hungary 28 Mexico 29 Estonia 30 Iceland 31 Latvia 32 Turkey 33 Israel 34 India 35 Singapore
15 This country has a rich cultural heritage 1 Egypt 2 Italy 3 China 4 France 5 Japan 6 India 7 United Kingdom 8 Germany 9 Russia 10 Mexico 26 Australia 27 South Korea 28 Canada 29 Malaysia 30 South Africa 31 Singapore 32 United States 33 Lithuania 34 Estonia 35 Latvia
16 This country is an interesting and exciting place for contemporary culture 1 France 2 United States 3 Italy 4 United Kingdom 5 Germany 6 Spain 7 Japan 8 Canada 9 Australia 10 Sweden 26 Egypt 27 Poland 28 Singapore 29 South Africa 30 South Korea 31 Turkey 32 Malaysia 33 Estonia 34 Lithuania 35 Latvia
17 If I visited this country, the people would make me feel very welcome 1 Canada 2 Australia 3 Spain 4 Italy 5 New Zealand 6 Sweden 7 Brazil 8 Ireland 9 Netherlands 10 Portugal 26 Egypt 27 Poland 28 South Africa 29 Turkey 30 Estonia 31 Latvia 32 Lithuania 33 China 34 South Korea 35 Russia
18 I would like to have a person from this country as a close friend 1 Canada 2 Australia 3 United Kingdom 4 Italy 5 Sweden 6 New Zealand 7 Spain 8 Switzerland 9 France 10 Netherlands 26 Singapore 27 South Africa 28 Egypt 29 Malaysia 30 China 31 South Korea 32 Estonia 33 Lithuania 34 Latvia 35 Turkey
19 Likely to visit this country - money no obstacle 26 India 1 Australia 2 Canada 3 Italy 4 France 5 New Zealand 6 United Kingdom 7 Switzerland 8 Spain 9 Sweden 10 Netherlands 27 South Africa 28 Russia 29 Malaysia 30 Poland 31 Turkey 32 South Korea 33 Estonia 34 Lithuania 35 Latvia
20 This country is rich in natural beauty 26 Germany 1 New Zealand 2 Canada 3 Australia 4 Switzerland 5 Norway 6 Brazil 7 Italy 8 Sweden 9 Ireland 10 France 27 Netherlands 28 Turkey 29 Belgium 30 Poland 31 South Korea 32 Singapore 33 Estonia 34 Latvia 35 Lithuania
21 I would be willing to live and work for a substantial period in this country 26 Estonia 1 Canada 2 Australia 3 Switzerland 4 Sweden 5 New Zealand 6 United Kingdom 7 Netherlands 8 France 9 Denmark 10 Norway 27 Latvia 28 South Africa 29 Lithuania 30 South Korea 31 Egypt 32 Russia 33 India 34 Turkey 35 China
22 This country is a good place to study for educational qualifications 26 China 1 United Kingdom 2 United States 3 Germany 4 Canada 5 France 6 Switzerland 7 Australia 8 Sweden 9 Japan 10 Denmark 27 India 28 Estonia 29 Lithuania 30 Latvia 31 South Africa 32 Mexico 33 Egypt 34 Malaysia 35 Turkey
23 This country is rich in natural beauty 1 Australia 2 New Zealand 3 Canada 4 Switzerland 5 Brazil 6 Tibet 7 Italy 8 Norway 9 Sweden 10 Ireland 31 Hungary 32 Belgium 33 Czech Republic 34 Poland 35 Singapore 36 South Korea 37 Estonia 38 Latvia 39 Israel 40 Iran
24 Kā pasaule redz Dāniju
25 Kā pasaule redz Īriju
26 Kā pasaule redz Poliju
27 Kā pasaule redz Latviju
28 Latvijas respekta/atpazīstamība trūkums izriet galvenokārt no: 1. Anonimitātes: par Latviju ir kaut kas dzirdēts, bet maz kas zināms 2. Pieņēmumi ka Latvijā nav: * kultūra mantojums * tehnoloģiskā attīstība * tūrismu objekti
29 Kas padara valsti apbrīnotu: - Kultūra attīstīta civilizācija, kam ir pašcieņa un vēlme mācīties; reprezentē cilvēkus un viņu vērtības pasaulei. - Tehnoloģija attīstīta ekonomika un gudra, labi izglītota un radoša sabiedrība, pilnībā iesaistījusies starptautiskajā tirgū, lai realizētu un tirgotos. idejas, talantus - Tūrisms panāk cilvēku pieplūdumu, izveido valstij zīmolu, ienes sirsnību šajā zīmolā un rada vairāk piekritēju bet tikai tad, ja produkts attaisno cerības. - Ekoloģija atbildīgs, moderns spēlētājs pasaules attiecībās, kas stāv pāri primitīvajai, savtīgajai bagātības radīšanas stadijai. - Internacionālisms jo veiksmīgas, modernas valstis ir pilnībā pievienojušās globālajai sabiedrībai un valstu kopienai. - Kvalitāte jo viss, ko šādas valstis veido un dara tiek veidots un darīts atbilstoši pasaules klases standartiem.
30 Latvijas zīmola stratēģija I Neveidojiet Latvijai zīmolu! 1. Jo latvieši nevēlas, lai tai būtu zīmols 2. Jo tai ir pārāk grūti izveidot zīmolu 3. Jo tā ir jāsaglabā neskarta 4. Jo neviens ārzemnieks nemīlēs Latviju tā kā latvietis Neatrisināta identitāte + patērētāja pretestība + vājš produkta sniegums = gandrīz nešaubīga izgāšanas.
31 Latvijas zīmola stratēģija II Veidojiet zīmolu Rīgai 1. Pilsētas ir vieglākas nekā valstis 2. Rīgai jau ir labāks zīmols nekā Latvijai 3. Tā ir vieta ar atzītu starptautisko nozīmi ar skaidrām vēsturiskām un ģeogrāfiskām tiesībām 4. Tai ir spēcīgāka vizuālā identitāte nekā Latvijai: 5. Tā ir vairāk starptautiski domājoša nekā Latvija 6. Tā ir modernāka nekā Latvija 7. Tai ir neapstrīdams reģionālais pārākums: nav konkurence no Tallinas vai Viļņas.
32 Rīga: fifth Nordic capital
33 hyperscandinavian Lean to the past and towards the East (and this includes the current image of the Baltics) and you get more of the current image: heavy industry, dead culture, pollution, regionalism, corruption, ignorance, ugliness and poverty. Lean to the future and towards the West, and you get advanced technology, vibrant culture, ecology, internationalism, transparency, education, beauty and wealth.
34 Kas ir hiperskandināvisks? Tas, ko pasaule uztver kā Skandināvaski, bet ar unikālu Latvijas garšu.
35 Liela stratēģija padara mazas izvēles vienkāršas Hanzas savienības mantojums: Jā. Gadsimtiem sena ievērojama tirdzniecības nācija: Jā. Ziedi un pļavas un tūkstošiem tautasdziesmas: Jā. Ievērojama nabadzība: Nē. Neiecietība pret minoritātēm: Nē. Apšaubāma atklātība/caurredzamība: Nē. Izglītība, izglītība, izglītība: Jā. Bizness/uzņēmējdarbība: Jā. Stilīgs dizains: Jā. Kilometriem priežu un bērzu un jūdzēm garas tīras pludmales: Jā.
36 Stabila valdība: Jā. Kūpināts lasis: Jā. Bažas par starptautisko nabadzību: Jā. Atbildīga, aktīva dalība NATO: Jā. Aktīva un atbildīga dalība ES: Jā. Atbildīga un aktīva (BJVP vadība): Jā. Nevienlīdzīgs bagātību sadalījums: Nē. Opera, teātris, bibliotēka, plaša kultūra: Jā. Bankas: Jā. Rūpes par vietējo dabu un dabu kopumā: Jā. Homofobija: Nē. Cieņa pret vēsturiskajām ēkām un tradīcijām: Jā.
37 Izgudrojumi: Jā. Pirts: Jā. Produktu izcilība (dizaineru mēbeles, utt.): Jā. Skaistas, modernas koka ēkas: Jā. Padomju pagātne un ciešanas/trauma: Nē. Vājas angļu valodas zināšanas: Nē. Spēcīgas saites ar Skandināviju: Jā. Korupcija: Nē. Vārda brīvība: Jā. Patērētāju izvēles ierobežotība: Nē. Veca un nemodernizēta infrastruktūra: Nē. Satriecošs paviljons Šanhajas expo 2010: Jā.
38 Rīgas publiskā devīze Jo mums ir nepieciešams kaut kas publiku uzrunājošs Jo cilvēkiem ir nepieciešams karogs, ap kuru apvienoties Jo cilvēki ir jāiedvesmo
39 Riga new North star
40 An Identity Strategy for Latvia The Longing for Slow Still in touch with the things that matter Rejecting the Synthetic Last wilderness of Europe Gross National Happiness Buddhists of the North Where Latvians strength comes from The garden around the mansion of Rīga plugged in to nature
41 Kā darbojas konkurētspējīga identitāte stratēģija + būtība + simboliskas darbības = panākumi
42 National Marketing Agency 1. Talantu izlūkošana 2. Talantu veidošana: Cross-fertilization Inovāciju kultūras veidošana Finansēšana Expertise 3. Projektu veidotājs 4. Komunikāciju centrs 5. Novērtēšana un pētījumi
43 Konkurētspējīgas identitātes Think- Tank 1. Stratēģijas vadība 2. Rīcības plāna izveidošana 3. Cilvēku un institūciju apvienošana 4. Valdības lobēšana 5. Saglabāt pamudinājumu 6. Jaunu partneru identificēšana un pieņemšana 7. Starptautiskās sadarbības veidošana
44 Substance and Symbolic Actions Culture = Rīga (Latvia) is a class act Design = Rīga (Latvia) has style Technology = Rīga (Latvia) is modern Environment = Rīga (Latvia) cares Business and Leisure Visitors (= come and see for yourself) + international + quality
45 Kopsavilkums Nav ieteicams veidot zīmolu Latvijai kā veselumam, jo īsā vai vidējā termiņā tas nav iespējams un ļoti iespējams šāda rīcība arī netiktu atbalstīta. Tomēr, Latvija būs ieguvēja pie tam salīdzinoši drīz, veicinot sava veida Prāgas stratēģiju. Veicinātu Rīgas kā Jaunās Ziemeļu zvaigznes atpazīstamību, balstoties uz ievērojumiem jauniem ieguldījumiem un politikas stimulu (būtību un simboliskajām darbībām): Kultūrā Dizainā Tehnoloģijās Vidē Atpūtas un biznesa tūrismā. Visas šīs programmas iniciatīvas vajadzētu raksturot internacionālismam un kvalitātei.
46 Galvenā (un neizteiktā) politikas stratēģija ir attīstīt Rīgu par hiperskandināvisku pilsētu. Latviju kā tādu nevajadzētu pārāk veicināt, bet uztvert kā zaļo enerģijas piegādātāju, kas saglabā Rīgu un latviešus pieslēgtus dabai, lai saglabātu viņu garīgo veselību un enerģiju. Jāizstrādā galvenās politikas un strukturālos mehānismus, lai attīstītu šīs stratēģijas pamatu īstermiņa un vidēja termiņa. National Marketing Agency and the Competitive Identity Think tank -
47 Izmantot Rīgas priekšrocības, lai veicinātu Latvijas intereses.
48 Shanghai EXPO 2010 Better city, better life
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