What’s makes your reputation? Fernando Prado Abuín, Managing Partner at Reputation Lab, shares insights from the 2024 RepCore® Nations study. You’ll be able to hear top-line analysis on the evolving reputation of the top 60 countries with the highest GDP and discover how national reputations are shifting in response to international current affairs.
As well as the latest findings from the 2024 study, don’t miss your opportunity to discover:
- The levers that build the reputation of your country
- How sustainability and the human factor are playing a critical role in reputation management
- The link between reputation and value creation for your place economy
- A new management tool for managing your country reputation
Expert Partner
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Clare is the founder and director of City Nation Place, the global forum for place branding and place marketing. City Nation Place creates connections and shares best practice between country brands, regional brands, and city brands around the world through articles, interviews, surveys, white papers, a membership group, and conferences.
Clare’s interest in the complex area of place branding was sparked whilst working on a series of Nation Branding Masterclass events, led by Simon Anholt, one of the first thought-leaders to speak about and promote the concept of place branding. Having listened to Simon address audiences in Accra, Delhi, Dubai, London and Singapore on how policy, governance, and symbolic actions need to combine with branding and marketing to create a competitive identity and drive economic growth, she continued to follow the growth in this sector. Clare launched the first City Nation Place Global conference in London in 2015: CityNationPlace.com has been steadily building followers and in 2017, she launched the first City Nation Place Americas conference, in 2018 City Nation Place Asia Pacific took place in Singapore, and 2019 saw the first City Nation Place UK, specifically for towns, cities and regions across the UK, and the launch of the first City Nation Place LatAm & Caribbean event. Clare manages the small team at City Nation Place alongside providing event consultancy and management for a number of clients in the publishing and trade association sector, including running the World Media Awards for the World Media Group and event consultancy for the UK Association for Online Publishers.
Christian Biller is a Brand Strategist at the Swedish Institute (SI), based in Stockholm. With a career at SI that spans over fifteen years since 2007, he has been working with the marketing and communication of Sweden through a variety of strategic initiatives. One of Christian's contributions includes the communication concept, "Pioneer the Possible," aimed at bolstering Sweden's position in export and investment promotion.
Currently, he is part of the Unit for the Image of Sweden Analysis, where he holds a specialized responsibility for the business sector, Sweden’s overall brand strategy and Sweden’s visual identity.
Fernando Prado is one of the most recognised international experts in reputation and brand management. He is co-creator of cutting-edge reputation measurement tools such as RepTrak® and RepCore®. His branding and communication strategies, as well as his research projects on reputation and sustainability have won several national and international awards for their effectiveness and innovation.
Fernando has helped many of the largest companies in Spain and Latin America, as well as relevant multinational companies, in their reputation management. He is also an expert in the reputation of nations and has helped different governments in the management of their country brand.
Before joining Reputation Lab, he headed Reputation Institute (a world leader in corporate reputation measurement and management) in Spain and Latin America for 13 years. During his time at Reputation Institute, Fernando also led the company's global place reputation practice.
Previously, he worked for 10 years at WPP Group in positions related to brand strategy: CEO of Kantya Brand Strategies (Spain), Head of Strategic Planning at JWT Spain, Global BRANDZ Coordinator at Millward Brown Chicago and Strategic Planner at Ogilvy New York.
Fernando Prado holds a BA (Hons.) in International Business Management from ICADE (Madrid) and Middlesex University (London), and an MBA from IESE (Barcelona).