2013 city reptrak® topline report - foro de marcas … · 2013 city reptrak® topline report...

2013 City RepTrak® Topline Report

RepTrak® is a registered trademark of Reputation Institute. © 2013 Reputation Institute, all rights reserved. The World’s View on Cities: An Online Study of the Reputation of 100 Cities

Copyright © Reputation Institute. All rights reserved.

About Reputation Institute

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1. The Importance of City Reputation

Copyright © Reputation Institute. All rights reserved.

Places are competing for Attention

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Nations Regions Cities

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Why is Place Reputation important?

Cities with a good reputation welcome more tourists

Cities with a good reputation attract FDI

Cities with a good reputation attract foreign knowledge & talent

Cities with a good reputation increase exports

Cities with a good reputation improve their public diplomacy

As in the case of companies, cities also have their own reputation which has an impact their performance.


The Reputation Economy applied to Place Reputation

Supportive Behaviors

Value Creation

Perceptions

Direct Experiencies

City’s Actions & Communications

3rd-party Influences

Stereotypes

2. City RepTrak® Methodology


The Key Indicator of Reputation

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

The City 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 city.


Underlying the Pulse score are three dimensions that influence perceptions of a city and its reputation, or the rational bond between stakeholder and city. It is the importance of these 3 dimensions which drive city reputation and stakeholder support, and they include Advanced Economy, Appealing Environment and Effective Government.

Emotional Reputation

Rational Reputation

City RepTrak® Model: from Emocional to Rational


City RepTrak® Model: City Reputation Attributes

Advanced Economy •  Produces many unique and well-respected products and services •  Is the headquarters location of many leading companies •  Is technologically advanced •  Is financially stable and has great potential for future growth •  Offers a favorable environment for doing business Appealing Environment •  Is a beautiful city •  Offers a wide range of appealing experiences, including food,

sport, architecture, and entertainment •  Is home to many well-known artists, scientists, inventors, writers,

athletes, and politicians Effective Government •  Offers a safe environment for visitors and residents •  Has a well-developed structure of political and legal institutions •  Follows progressive social, economic, and environmental policies •  Has an adequate infrastructure of transportation,

communications, and public institutions •  Is run by well-respected leaders

City RepTrak® is a standardized scorecard that measures perceptions of cities based on key performance indicators designed to assess the relative appeal of the city to respondents on 13 characteristics organized into 3 dimensions.


I would recommend visiting the city

I would recommend living in the city

I would recommend working in the city

I would recommend investing in the city

I would recommend buying products/services originating from the city

Having a strong reputation improves support. An increasingly globalized world with intensified competition makes city reputations matter more than ever. Attracting FDI, tourists, highly-skilled workers and being able to sell the products of the city abroad are facilitated by having a strong city reputation. This model shows the correlation between supportive behaviors and external reputation overall for 2013.

City RepTrak® Model: Reputation & Value Creation

3. Research Design


2013 City RepTrak® Study Overview

Stakeholder Group (Target): G8 general public (only people who were “somewhat” or “very” familiar). •  Country Selection:

–  Largest populations –  Largest gross domestic products or GDP –  Cities which enjoy the highest amount of

tourism

•  Data Collection Method : CAWI (online interviews).

•  Data Collection Period: From January to February 2013.

Sample: Over 22,000 consumers from G8 countries rating the100 cities included in the study.

4. City RepTrak® 2013 Results


2013 City RepTrak® – Top 10

Scoring scale: 0-100 All score differences > 2.5 are significant at 95% confidence interval

1 2 3 4 5 6 7 8 9

10

76.9

76.9

76.9

75.8

75.7

75.1

74.7

74.4

73.0

77.4 Sydney

Toronto

Stockholm

Vienna

Venice

Edinburgh

Florence

London

Copenhagen

Zurich



2013 City RepTrak®

77,3 76,9 76,9 76,9

75,8 75,7

75,1 74,7

74,4 74,3 74,3 74,2

74,0 73,6

73,5 73,1

73,0 73,0

72,8 72,6 72,6

72,5 72,2

72,1 71,9

Sydney (AUS) Toronto (CAN)

Stockholm (SWE) Vienna (AUT) Venice (ITA)

Florence (ITA) Edinburgh (GBR)

Zurich (CHE) London (GBR)

Copenhagen (DEN) Geneva (CHE) Helsinki (FIN) Munich (GER)

Vancouver (CAN) Melbourne (AUS)

Frankfurt (GER) Oslo (NOR)

Montreal (CAN) Amsterdam (NLD)

Dublin (IRL) New York (USA)

Paris (FRA) Barcelona (ESP) Auckland (NZL)

Rome (ITA)

1-25 71,4

71,0 70,8 70,7

70,4 70,0 70,0

69,6 69,3

68,3 67,9 67,9

67,3 67,2

67,1 66,6 66,5

65,9 65,9

65,3 65,0

64,8 64,5

63,8 63,6

Osaka (JPN) Madrid (ESP)

Brussels (BEL) Adelaide (AUS) Prague (CZE)

Tokyo (JPN) Boston (USA)

San Francisco (USA) Lyon (FRA)

Berlin (GER) Perth (AUS) Milan (ITA)

Orlando (USA) Washington DC (USA)

Lisbon (PTG) Dubai (UAE)

Los Angeles (USA) Houston (USA)

Miami (USA) Seattle (USA)

Brisbane (AUS) New Orleans (USA)

Singapore (SGP) Atlanta (USA)

Bali (IDN)

26-50 1-25 26-50


62,2 61,8 61,7

61,4 61,3

61,1 61,0

60,2 60,0

59,4 58,9

58,6 58,5

57,6 57,5

57,1 57,1

56,6 56,5 56,4

55,8 55,8

55,3 54,7

54,6

Budapest (HUN) Montevideo (URY)

Chicago (USA) Hong Kong (HKG)

Warsaw (POL) Athens (GRE)

Las Vegas (USA) St.Petersburg (RUS)

Monterrey (MEX) Cancún (MEX)

Cape Town (ZAF) Santiago (CHL)

Abu Dhabi (UAE) Rio de Janeiro (BRA) Buenos Aires (ARG)

Kuala Lumpur (MYS) Istanbul (TUR)

Lima (PER) Taipei (TWN)

San Juan (PRI) Seoul (KOR)

Sao Paulo (BRA) Kiev (UKR)

Jerusalem (ISR) Shanghai (CHN)

51-75

2013 City RepTrak®

54,5 54,4 54,0

53,3 53,2 52,7 52,6 51,9 51,7 51,2 50,7 50,4 50,3 50,2 50,0 50,0 49,9

49,4 49,0

47,2 46,1

44,4 43,5

32,1 28,5

Johannesburg (ZAF) Macau (CHN)

Santo Domingo (DOM) Port-au-Prince (HTI)

Bangkok (THA) Guangzhou (CHN)

Beijing (CHN) Mumbai (IND)

New Delhi (IND) Ryadh (SAU)

Mecca (SAU) Manila (PHL) Hanoi (VNM)

Bogota (COL) Moscow (RUS)

Kolkata/Calcutta (IND) Jakarta (IDN) Tel Aviv (ISR)

Caracas (VEN) Mexico City (MEX)

Cairo (EGY) Nairobi (KEN) Karachi (PAK)

Tehran (IRN) Baghdad (IRQ)

76-100


51-75 76-100


2013 City RepTrak® per Region


Country in which the city with the strongest reputation in the region resides.

North America 68.1 Europe 69.8 Asia-Pacific 57.3 Africa 53.2

Latin America 55.5

*Average score of the cities measured in each region.


Vancouver London

Sydney

Vienna Geneva

Copenhagen Vienna

Oslo

Rome

Sydney

Barcelona

Venice

Florence

Oslo

Stockholm Florence

Barcelona

Melbourne Vancouver

Venice

Sydney

Toronto

Stockholm

Vienna

Venice

Edinburgh

Florence

London

Copenhagen

Zurich

City RepTrak® in recent years – Top 10

1 2 3 4 5 6 7 8 9

10

2013 2012 2011


Evolution 2012-2013

Positive Evolution of City RepTrak® in the last year

Moscow 11.8% Toronto 11.5% Amsterdam 11.2%

Boston 10.5%

Bogota 10.6%


Evolution 2012-2013

Negative Evolution of City RepTrak® in the last year

Nairobi -12.7%

Cairo -9.2%

Tehran -9.4%

Caracas -10.5%

Taipei -8.6% México City -8.5%


35.4%

37.7% 26.9%

Adj R2 = 0.634 N = 20002

36.4%

38.2% 25.3%

Weights 2012

Key Factors in Reputation: Dimension & Attribute Weights


10

30

50

70

Effective Government

Advanced Economy Appealing Environment

Zurich

Sydney

Munich

Baghdad

Cairo

Tehran

New York

Reputation Profile of Cities

Rome #1 #1

#1

Cities with a strong reputation present a

balanced reputation profile Cities with a poor

reputation have a more uneven

profile

Stockholm 75.1

78.7 80.9


12,3 8,9 7,0

Safety Social, Economic & Environmental Policies Well-Respected Leaders Adequate Transport, Communications & Infrastructure Well-Developed Political & Legal Institutions

10,8 8,0 8,0 6,9 6,8

Advanced Economy 25.3%

Well-Respected Products & Services Financially Stable & Future Growth Business Environment Technology Headquarters of Leading Companies

Adj R2 = 0.646 N = 20002

Key Factors in Reputation: Dimension & Attribute Weights

Beautiful City Appealing Experiences Well-Known Personalities

Appealing Environment 37.7%

Effective Government 35.4%

-0,5

Evolution 2012-2013

7,0 6,8 6,7 5,6 5,4 +0,9


Value Creation: Reputation & Declared Willingness

Visit 0.72

Invest 0.70

Live 0.75

Work 0.74

Buy 0.75

Pearson correlations.


74,7 74,5

71,5 70,9

70,7 70,5 70,5

69,7 69,4

69,2

Sydney Toronto

Zurich Stockholm Edinburgh

Vancouver Melbourne

Florence Munich Vienna

70,6 69,8 69,7

68,0 67,3

66,9 66,8

66,4 66,4

66,2

New York Zurich

Sydney Munich

Adelaide Tokyo

Toronto Frankfurt

Osaka Geneva

86,5 84,8

84,1 83,6

83,1 83,1

82,9 82,7 82,7

82,5

Venice New York

Edinburgh Amsterdam

Barcelona Sydney

Florence Rome

Vienna London

Visit Invest

Live

Supportive Behaviors towards Cities – Top 10



Work Buy

Supportive Behaviors towards Cities – Top 10

73,6 73,4

73,1 71,5

71,3 71,3

71,1 70,5

69,7 69,5

Toronto Zurich

Sydney Frankfurt

Stockholm New York

Munich London

Edinburgh Vancouver

74,0 72,5

72,3 72,2

72,0 71,8

71,5 71,0

70,8 70,4

New York Munich

Tokyo Zurich

Toronto Sydney

Frankfurt Edinburgh

London Stockholm


4. Link between Country & City Reputation


City RepTrak® & Country RepTrak®

0

10

20

30

40

50

60

70

80

90

10 20 30 40 50 60 70 80 90

City RepTrak®

Cou

ntry

Rep

Trak

®

There is a demonstrated correlation between the reputation of a city and the reputation of its country. In general, the reputation of a city tends to be higher than that of the country in which it resides.


Gap between RepTrak® & Country RepTrak®

-11.2 -8.2

-5.5 -3.6 -3.0 -2.6 -2.0 -2.0 -1.6 -1.1

14.7 14.8 14.8 15.2 15.4

16.6 16.7 17.3

23.4 23.5

Brisbane

Perth

Adelaide

Montreal

Vancouver

Melbourne

Sao Paulo

Geneva

Zurich

Bangkok

Karachi

Beijing

Guangzhou

New York

Montevideo

Macau

Shanghai

Dubai

St.Petersburg

Hong Kong Cities with stronger reputation than their

countries

Cities with weaker reputation than their

countries

5. About Reputation Institute


About Reputation Institute Reputation Institute is the world’s leading corporate reputation consulting firm. Founded in 1997, with a presence in 30 cities, we are the pioneer in reputation management. Through systematic research and analysis, Reputation Institute supports companies in building comprehensive strategies and making operational decisions that are designed to align stakeholders with corporate objectives creating 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 •  For City 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

Australia · Argentina · Belgium · Brazil · Canada · Chile · China · Colombia · Croatia · Denmark · Ecuador · Finland · France Germany · Greece · India · Ireland · Italy · Japan · Malaysia · Mexico · Netherlands · Norway · Panama · Peru · Portugal

Puerto Rico · Russia · South Africa · Spain · Sweden · Switzerland · Turkey · UAE · United Kingdom · United States · Ukraine

2013 city reptrak® topline report - foro de marcas … · 2013 city reptrak® topline report...

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