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RepTrak™ is a registered trademark of Reputation Institute. © 2012 Reputation Institute, all rights reserved.

The World’s View on Countries: An Online Study of the Reputation of 50 Countries

2012 Country RepTrak™ Topline Report

2 © 2012 Reputation Institute, all rights reserved.

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© 2012 Reputation Institute, all rights reserved.

Why are Country Reputations Important?

3


Reputation Economy

■ Trust in countries is on the decline

■ Economic climate leads to intensified

competition

■ Stakeholders are more informed and

more demanding

■ A balanced approach is the key to

success

5

Regions Cities

While trust is eroding, countries are doing more than ever to get noticed…

Nations



Like corporations, places need a strong reputation and a brand to

stand out from the rest…

Places with great reputations

attract tourists...

Places with positive

reputations are more likely to

attract FDI...

A positive place reputation

attracts business...

Ensures to attract foreign

knowledge workers...

Brand differentiation makes a

place special….


The logic of creating stakeholder support and reputation capital…

Infrastructure

Culture/symbols

Service

Places

People

Products

Direct Experiences

Branding

Public

Relations

Marketing

Politics

What Country Says/Does

Traditional &

social media

NGOs

Politicians

Friends/Family

What Others Say

PLACE REPUTATION SUPPORT

Visit

Invest

Live

Work

Study

Buy

RESULTS

FDI

Tourism receipts

Exports

GDP

Taxes

8

Return on investment from a good country reputation

Example:

Increasing Austria’s

Reputation by 5 points will

increase its tourism

receipts by $2.4 billion

Country Reputation

Su

pp

ort

& V

alu

e

Very high correlation (R2 = 0.8) between Country Reputation and people’s willingness to: visit it, live in it, invest in it, buy products and services from it, study in it and work in it

2

1

Direct link between reputation and money: A 5 point increase in Country

Reputation leads to 12% increase in Tourism Receipts and 7% increase

in Foreign Direct Investment

REPUTATION SUPPORT

VisitInvestLive Work StudyBuy

RESULTS



How can countries work to improve their reputation and

differentiate in the market in a

systematic way…

10

Start mapping out your journey for building a Brand &

Reputation Management Strategy



The Country RepTrak™ Model

11


Country RepTrak™ - Deconstructing emotion…

■ Reputation Institute has been measuring reputations rigorously since 1999. Our approach is based on a simplified and standardized model

for measuring reputations internationally.

■ Country RepTrak™ Pulse – The beating heart of the model is the degree to which people Trust, Admire, Respect and have a Good Feeling

for a place or their emotional bond to the country.

■ Underlying the Pulse score are three dimensions that influence perceptions of a country and its reputation, or the rational bond between

stakeholder and country. It is the importance of these 3 dimensions which drive country reputation and stakeholder support include

Advanced Economy, Appealing Environment and Effective Government.

Emotional Rational explanation

of the emotional


Country RepTrak™ Overview – The Model

Capturing Reputation: Countries cannot Manage what they don’t Measure… Country RepTrak™ is a standardized scorecard that measures perceptions of countries based on key performance indicators

designed to assess the relative appeal of the country to respondents on 16 characteristics organized into 3 dimensions

Advanced Economy

• Produces high quality products and services

• Has many well-known brands

• Important contributor to global culture

• Technologically advanced

• Well-educated and reliable workforce

• Values education

Appealing Environment

• Beautiful country

• Enjoyable country

• Offers an appealing lifestyle

• The people are friendly and welcoming

Effective Government

• Offers a favorable environment for doing business

• Run by an effective government

• Has adopted progressive social and economic policies

• Responsible participant in the global community

• Is a safe place

• Operates efficiently



About the Study

15

2012 Country RepTrak™ Study Overview

General Overview • Country RepTrak™ is based on the methodologies of the RepTrak™ system. • Reputation Institute conducted the Country RepTrak™ study in January—February of 2012 • The respondent pool was made of the general public who had to be “somewhat” or “very” familiar with at least one country in the study, balanced to the country population on age and gender, and was also controlled for region. Country Selection Reputation Institute identified a set of countries which qualified as candidates for inclusion in the 2012 Country RepTrak™ study. Selection was based upon a combination of the following criteria: (a) largest economies, (b) largest populations, (c) country of interest due to recent economic, political or natural events. We then measured the perceptions of the 50 selected countries across the world's G8 (Canada, France, Germany, Italy, Japan, Russia, United Kingdom and the United State of America). Data Collection Consumers in each of the G8 countries (Canada, France, Germany, Italy, Japan, Russia, UK and USA) rated reputations of 50 countries as well as themselves, thereby providing a snapshot of the reputation of these markets from the perception of G8 consumers. Over 36,000 consumers from G8 countries provided over 53,000 rating based on their perceptions of the 50 nations included in the study.

G8 countries: The list of measured countries:

Powered by SSI

Special thanks to SSI (Survey Sampling International) for providing access to their panels of online respondents in all markets included in The Country RepTrak™ study

Special thanks to Toluna for providing access to their panels of online respondents in Canada and the United States in The Country RepTrak™ study

Powered by Toluna



2012 Country RepTrak™ Results


2012 Country RepTrak™ Top 10

2012

Above 80 Excellent/Top Tier

70-79 Strong/Robust

60-69 Average/Moderate

40-59 Weak/Vulnerable

Below 40 Poor/Bottom Tier

1 Canada 77.77 (0)

2 Australia 75.21 (1)

3 Sweden 75.16 (1)

4 Switzerland 74.78 (0)

5 Norway 73.90 (1)

6 New Zealand 72.94 (1)

7 Finland 72.05 (1)

8 Denmark 71.72 (1)

9 Austria 70.55 (0)

10 Netherlands 69.52 (0)

Scoring scale: 0-100

All Score differences > 1.1 are significant at 95% confidence interval

18

Canada

Australia

Sw eden

Sw itzerland

Norw ay

New Zealand

Finland

Denmark

Austria

Netherlands

Germany

Japan

Belgium

U.K.

Ireland

Spain

France

Italy

Portugal

Singapore

Brazil

Thailand

U.S.

Peru

India

Poland

Argentina

Taiw an

UAE

Puerto Rico

South Korea

Chile

South Africa

Mexico

Haiti

Venezuela

Turkey

Greece

Egypt

Israel

Bolivia

Ukraine

China

Colombia

Russia

Saudi Arabia

Nigeria

Pakistan

Iran

Iraq

n = 53,453

Country RepTrak™ 2012 External G8 Scores

77.7775.21

75.16

74.78

73.90

72.94

72.05

71.72

70.55

69.52

66.32

66.25

65.74

65.71

65.68

63.38

61.16

59.00

57.09

56.67

55.39

53.95

53.94

53.37

51.93

51.85

51.38

51.13

50.61

49.17

47.78

47.57

47.53

45.51

44.80

44.47

44.38

43.33

43.19

42.97

41.97

41.79

39.72

37.46

36.77

36.74

31.54

26.59

21.34

20.32


Scores are calculated as the average of

the averages of each G8 country

All External G8 Score differences > 1.1 are significant at 95%

confidence interval

“A strong country reputation builds stakeholder support, making Canada a country people will recommend as a place to visit, invest in, live in and work in.” --Nicolas Trad, Managing Partner, Reputation Institute

Q: 1005_1: “Country” has a good reputation Q: 1005_2: I have a good feeling about "Country" Q: 1005_3: I admire and respect “Country” Q: 1005_4: I trust “Country”

18

Which Countries do the G8 Rate as the Best Reputed Countries?

Top Tier

Bottom Tier

19

Global Country RepTrak™ - Top 10 last 4 years

19

1 Canada

2 Australia

3 Sweden

4 Switzerland

5 Norway

6 New Zealand

7 Finland

8 Denmark

9 Austria

10 Netherlands

2012 2011

1 Canada

2 Sweden

3 Australia

4 Switzerland

5 New Zealand

6 Norway

7 Denmark

8 Finland

9 Austria

10 Netherlands

2010

1 Sweden

2 Canada

3 Australia

4 Switzerland

5 Norway

6 Finland

7 Denmark

8 Austria

9 Netherlands

10 Belgium

2009

1 Switzerland

2 Canada

3 Australia

4 Sweden

5 Norway

6 Finland

7 Denmark

8 Netherlands

9 Austria

10 Spain




Global Country RepTrakTM Rankings from 2009 - 2012

■ Rankings from 1-25

20 Note: Only Countries fielded for 2009 – 2012 are shown

Country

RepTrak™Rank

Country

RepTrak™Rank

Country

RepTrak™Rank

Country

RepTrak™Rank

Canada 73.19 2 75.65 2 74.76 1 77.77 1

Australia 72.54 3 75.60 3 74.25 3 75.21 2

Sw eden 71.67 4 76.33 1 74.66 2 75.16 3

Sw itzerland 73.24 1 75.30 4 74.16 4 74.78 4

Norw ay 70.63 5 74.36 5 73.09 6 73.90 5

New Zealand . - . - 73.12 5 72.94 6

Finland 68.31 6 73.06 6 70.51 8 72.05 7

Denmark 67.54 7 72.21 7 71.93 7 71.72 8

Austria 66.07 9 68.95 8 69.43 9 70.55 9

Netherlands 67.19 8 68.43 9 68.69 10 69.52 10

Germany 61.38 16 68.01 11 68.32 11 66.32 11

Japan 61.03 17 66.23 13 67.23 12 66.25 12

Belgium 62.34 15 68.04 10 65.57 13 65.74 13

U.K. 63.00 13 65.30 15 64.24 15 65.71 14

Ireland 65.22 11 66.14 14 63.55 17 65.68 15

Spain 65.43 10 67.50 12 63.68 16 63.38 16

France 58.74 18 62.67 18 62.14 18 61.16 17

Italy 63.12 12 64.92 16 64.61 14 59.00 18

Portugal 58.37 19 61.77 19 58.12 19 57.09 19

Singapore 51.65 21 55.83 20 58.00 20 56.67 20

Brazil 53.47 20 55.54 21 54.56 22 55.39 21

Thailand 48.57 23 50.97 26 49.91 30 53.95 22

U.S. 48.19 26 53.46 22 52.87 23 53.94 23

Peru . - 49.41 27 50.18 28 53.37 24

India 50.40 22 51.80 24 50.29 27 51.93 25

2012

Country2009 2010 2011




Global Country RepTrakTM Rankings from 2009 - 2012

■ Rankings from 26-50

75,16

74,40

73,99

72,59

71,63

71,12

70,33

70,11

69,68

69,28

75,16

74,40

73,99

72,59

71,63

71,12

70,33

70,11

69,68

69,28

Country

RepTrak™Rank

Country

RepTrak™Rank

Country

RepTrak™Rank

Country

RepTrak™Rank

Poland 48.36 25 52.15 23 50.87 26 51.85 26

Argentina . - . - 52.02 24 51.38 27

Taiw an 47.13 27 51.34 25 51.35 25 51.13 28

UAE . - . - 49.95 29 50.61 29

Puerto Rico . - . - 47.41 32 49.17 30

South Korea 42.21 31 45.40 31 46.58 34 47.78 31

Chile 45.27 28 45.92 30 49.75 31 47.57 32

South Africa 44.27 30 44.60 32 46.74 33 47.53 33

Mexico 48.42 24 47.88 28 45.99 35 45.51 34

Haiti . - . - 41.83 42 44.80 35

Venezuela . - 43.38 34 45.39 38 44.47 36

Turkey 44.77 29 47.07 29 45.98 36 44.38 37

Greece 62.54 14 64.81 17 55.77 21 43.33 38

Egypt . - . - 45.92 37 43.19 39

Israel . - 43.74 33 41.87 41 42.97 40

Bolivia . - . - 42.37 39 41.97 41

Ukraine 38.97 32 41.61 35 42.17 40 41.79 42

China 38.12 33 38.42 37 40.70 43 39.72 43

Colombia 32.46 35 35.77 38 37.08 46 37.46 44

Russia 36.09 34 39.64 36 38.64 45 36.77 45

Saudi Arabia . - . - 38.83 44 36.74 46

Nigeria . - . - 30.91 47 31.54 47

Pakistan . - . - 27.17 48 26.59 48

Iran . - 20.28 39 22.65 49 21.34 49

Iraq . - . - 21.78 50 20.32 50

2009 2010 2011 2012

Country





Supportive Behaviors

22


Country Reputations are Linked to Supportive Behaviors

■ Having a Strong Reputation Improves Support

■ An increasingly globalised world with intensified competition makes country reputations matter more than ever. Attracting FDI, tourists, high skilled workforce and being able to sell the products of the country abroad are facilitated by having a strong country reputation.

■ This model shows the correlation between supportive behaviors and external reputation overall for 2012.

23

“I would recommend to others to … country X”

Visit

Invest

Live

Work

Buy From

Study

.73

.78

.80

.80

.79

.78


Which Countries are the Most Attractive for Key Supportive Behaviors?

Most Likely to Support

The general public within the G8 were surveyed based upon their perception of which countries are the most attractive to Visit,

Invest, Live, Buy from, Work and Study. The charts below represent the top 3 rankings of countries based upon each of the

supportive behavioral statements we measured towards the 50 countries included in our study.

“…is a country I would recommend visiting”

New Zealand

Visit

Canada

Australia

82.42

82.29

79.88

“…is a country I would recommend investing in”

Sw eden

Invest

Sw itzerland

Canada

70.08

67.40

66.16

“…is a country I would recommend living in”

Australia

Sw itzerland

Live

Canada 74.81

73.14

70.97




Which Countries are the Most Attractive for Key Supportive Behaviors?

Continued…




“…is a country I would recommend buying products

& services from”

Canada

Sw eden

Buy

Sw itzerland 72.22

72.11

71.17

“…is a country I would recommend working in”

Australia

Sw itzerland

Work

Canada 73.66

71.54

71.49

“…is a country I would recommend studying in”

U.K.

Australia

Study

Canada 74.16

71.67

71.62

When people trust, admire and have a good feeling about a country, not only are they more likely to recommend key supportive

behaviors to others, people are also more likely to give a nation the benefit of the doubt in a time of crisis. We see a strong

pattern between reputation and support, demonstrating that building a favorable reputation platform should be a part of a

country’s overall strategy.

--Nicolas G. Trad, Executive Partner, Reputation Institute

25



Self- Image and External Perceptions

26


Which Countries Like Themselves the Most:

Ranking of the Most Reputable Countries based on Self-Perception

27

“This suggests that in addition to managing their reputations externally, countries should also invest in building domestic pride to drive positive perceptions both inside and outside the country” --Nicolas G. Trad, Managing Partner, Reputation Institute

27



Scores are calculated as the average of

the averages of each G8 country

All Self-Image Country RepTrak™ Score differences > 2.2

are significant at 95% confidence interval

Australia

Norw ay

Denmark

New Zealand

Canada

Finland

Sw itzerland

Sw eden

Indonesia

Singapore

Germany

India

Turkey

Taiw an

U.S.

U.K.

South Africa

China

Ireland

Spain

South Korea

Colombia

France

Brazil

Japan

Portugal

Italy

Vietnam

Russia

Belgium

Mexico

n = 11,797

Country RepTrak™ 2012 Self-Image Scores88.70

87.78

85.32

84.81

84.49

83.13

80.81

79.14

78.30

76.49

76.03

75.67

75.41

73.85

73.34

73.21

71.27

69.21

67.79

66.17

65.77

65.32

63.76

63.02

62.93

62.30

60.75

60.50

59.46

56.17

52.26


Self-Image n = 11,797

Global n = 32,858

Country RepTrak™ 2012 Global vs. Self-Image Score Gap

-20

-10

0

10

20

30

40

Tur

key

Chin

a

Colo

mbia

South

Afric

a

India

Tai

wan

Russ

ia

Sin

gapore

U.S

.

South

Kore

a

Norw

ay

Denm

ark

Aust

ralia

New

Zeala

nd

Fin

land

Germ

any

Bra

zil

U.K

.

Mexi

co

Canada

Sw

itzerland

Port

uga

l

Sw

eden

Spain

Fra

nce

Irel

and

Italy

Japan

Belg

ium

Large surplus or deficit inhibit export and reputation building, while a more

synchronized position benefits both

Which Countries Overestimate or Underestimate Themselves?

The chart below shows the gap between internal and external perceptions of country reputation. Turkey, China and Columbia showed

the largest perception gap by rating themselves above average while the G8 rated them below average in terms of overall

reputation. On the other side of the spectrum Belgium and Japan are countries who rated their own country lower than

how others perceived their nation.

Gap Between Country Self-Image and External Perception



Country Reputation & Brand Management: Best Practices

Understand perceptions and drivers among your stakeholders Identify your competitive strengths and point of difference Define Brand & Reputation strategy Align activities with your strategy and stakeholder expectations Build KPIs to ensure accountability Monitor success on an ongoing basis

In order to work strategically with your reputation and brand you should

30 30

Australia • Belgium • Bolivia • Brazil • Canada • Chile • China • Colombia • Denmark • Finland• France • Germany • Greece

• India • Ireland • Italy • Japan • Malaysia • Netherlands • Norway • Peru • Portugal • Russia • South Africa • Spain

Sweden • Switzerland • Turkey • Ukraine • United Arab Emirates • United Kingdom • United States

Copyright 2012. Reputation Institute. All Rights Reserved.

Thank You

About Reputation Institute Reputation Institute is the world’s leading corporate reputation consulting firm. Founded in 1997 with a presence in 30 countries, Reputation Institute is the pioneer in reputation management. Through systematic research and analysis, Reputation Institute supports companies in building comprehensive strategies and making operational decisions that align stakeholders with corporate objectives and create tangible economic value. Reputation Institute enables leaders to make business decisions that build and protect reputational capital and drive competitive advantage. For more information, visit: www.reputationinstitute.com.

Start the conversation now For country specific results: [email protected] For more information, visit: www.reputationinstitute.com/contact-us To find your local office please visit our website: www.reputationinstitute.com/contact-us

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2012 country reptrak™ topline report - wordpress.com · country reptrak™ pulse – the beating...

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