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

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About Reputation Institute

2

1. The Importance of City Reputation

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Places are competing for Attention

4

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.

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The Reputation Economy applied to Place Reputation

Supportive

Behaviors

Value

CreationPerceptions

Direct Experiencies

City’s Actions &

Communications

3rd-party

Influences

Stereotypes

2. City RepTrak® Methodology

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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.

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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

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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.

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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

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2013 City RepTrak® Study Overview

Stakeholder Group (Target): G8 general public (only

people who were “somewhat” or “very” familiar).

City 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

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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

77.4Sydney

Toronto

Stockholm

Vienna

Venice

Edinburgh

Florence

London

Copenhagen

Zurich

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Scoring scale: 0-100

All score differences > 2.5 are significant at 95% confidence interval

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)

26-501-25 26-50

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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

Scoring scale: 0-100

All score differences > 2.5 are significant at 95% confidence interval

51-75 76-100

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2013 City RepTrak® per Region

Scoring scale: 0-100

All score differences > 2.5 are significant at 95% confidence interval

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.

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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

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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%

New York 10.7%

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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%

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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

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10

30

50

70

Effective Government

Advanced EconomyAppealing 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

78.780.9

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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

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Value Creation: Reputation & Declared Willingness

Visit

0.72

Invest

0.70

Live

0.75

Work

0.74

Buy

0.75

Pearson correlations.

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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

Scoring scale: 0-100

All score differences > 5.0 are significant at 95% confidence interval

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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

Scoring scale: 0-100

All score differences > 5.0 are significant at 95% confidence interval

4. Link between Country & City Reputation

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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®

Co

un

try

Rep

Tra

k®

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.

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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

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About Reputation Institute

Reputation Institute is the world’s leading reputation-based advisory firm, founded by Dr. Charles Fombrun and Dr. Cees

van Riel in 1997. We enable many of the world’s leading companies to make more confident business decisions that

build and protect reputation capital and drive competitive advantage. Our most prominent management tool is the

RepTrak® model for analyzing the reputations of companies and institutions best known via the Forbes published Global

RepTrak® 100, the world’s largest study of corporate reputations. Businesses and executives regularly discover best

practices in reputation management by affiliating with our Knowledge Center and participating in its learning programs

and networking events. Reputation Institute has offices and associates in 30 countries around the world. For more

information, visit: http://www.reputationinstitute.com

• For City specific results: placereputation@reputationinstitute.com

• 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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