Ricardo Leiva: Spain’s image in the world’s leading fi nancial press: Analysis of Spain’s presence in The Wall Street Journal and Financial Times - Ecosistema de conocimiento de Corporate Excellence
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Reputation & Reputational Risks

PhD theses January 2011

Ricardo Leiva: Spain’s image in the world’s leading fi nancial press: Analysis of Spain’s presence in The Wall Street Journal and Financial Times

The image of Spain, as generated and disseminated through the world’s most infl uential business publications, has undergone a steady and profound decline in recent years.

Such is the conclusion reached by the author of the PhD thesis La imagende España en la Prensa económica de referenciamundial” (Spain’s image in the world’s leading financial press), in which he analyses around 1,300 articles on Spain published in The Wall Street Journal and Financial Times in 2007, 2008, 2009 and 2010. By the end of 2007 Spain presented itself to the world as an attractive, dynamic andsolvent country, especially due to the dynamismof its business sector, but over the ensuing years the picture changed dramatically and, according to the author, it is now seen in an unfavourable light. Spain’s image, therefore, has experienced asevere and rapid downturn that appears difficult tocounteract over the medium term. Nevertheless, despite this general deterioration, Spanish companies such as Banco Santander, BBVA, Telefónica and Iberia have managed to distance themselves from the country’s poor image by receiving neutral or even positive treatment by thetwo/three periodicals analysed.

Document prepared by Corporate Excellence - Centre for Reputation Leadership, citing the doctoral thesis Spain’s image in the world’s leading financial press: Analysis of Spain’s presence in The Wall Street Journal and Financial Times by Ricardo Leiva.