The School of Economic and Business Sciences of the University of Navarra will unveil on February 4th at 17h. two comprehensive programs of study on the perception of the image of the brand Spain in the media of reference letter in the international arena and social networks. programs of study that will talk about the emotional strengths and rational weaknesses associated with Spain.

Both papers will objectify the current importance of the country brand in the context of an internationalEconomics dominated by information technologies and explain its strengths and weaknesses in the current crisis.

Francesc Pujol, director of the average Reputation & Intangible Centre of the University of Navarra and author of one of the papers programs of study, will highlight in his analysis of the international press the relevant role of the Spanish press in creating and promoting this brand, due to its dual role in determining a diary of current issues on a national scale and its contagion effect on the international media.

Ángel Alloza, CEO of Corporate Excellence Centre for Reputation Leadership, author of the second study and reference letter in Spain on corporate reputation issues will also be in charge of the presentation.

The workshop 'Spain in images. Diagnosis of the external perception of Spain' will begin next Monday, February 4 at 17h. in the classroom 01 of the Amigos Building of the university campus . The dean of the School of Economic and Business Sciences, Reyes Calderón, will present the authors of the reports, who will be in charge of explaining them to the media and the experts in attendance.

25 years of the School of Economics

Calderón recalls Spain' s merciless self-criticism quoting "the most scourge Miguel de Unamuno, who judged our energies as epileptic and improvised". In contrast to this negative vision, Calderón highlights Spain's good projections abroad, reflected in Morgan Stanley's forecast that its Economics will be one of the "potential surprises" of this year, in the fact that it is the third country with the most tourists in the world and the first in its tourism balance, in the strength of Spanish as the second language language in the world after Chinese, in the penetration of new technologies, in the capacity to adapt to changes, in the improvement of productivity...

After a short break, at 6.15 p.m., it will be the turn of the roundtable organized to comment on the information provided by programs of study. The journalist Rosa Mª Calaf will be in charge of moderating a session with the participation of Ingemar Naeve, president of Ericsson Spain; the designer Ágatha Ruiz de la Prada, the chief correspondent of the Reuters agency in our country, Fiona Ortiz; the president of the US Chamber of Commerce in Spain, Jaime Malet and the aforementioned professor Pujol.

The workshop, framed in the acts of commemoration of the 25th anniversary of the School of Economic and Business Sciences of the University of Navarra, will also serve to consolidate the international links of the School, which currently has almost 100 agreements of partnership with institutions in 36 countries.

In addition to diplomatic delegations from these countries, including Taiwan, Canada, Chile, Belgium, the Netherlands, Korea, Poland and Italy, authorities such as the President of the Government of Navarra, Yolanda Barcina; the President of the Parliament, Alberto Catalán; the Government Delegate, Carmen Alba; the First Vice-President and Minister of Economics, Finance, Industry and employment, Lourdes Goicoechea; and the President of the Business Circle, Mónica de Oriol, will also attend the event.

Companies such as Santander, Telefónica, BBVA Deloitte, Banco Popular Ernst & Young, McKinsey, Zurich and many other representatives of the business world will also be present at the dinner that will close the workshop 'Spain in pictures'.