Índice de reputación de país reptrak

Copyright © 2011 Reputation Institute. All rights reserved. 1

2013 Country RepTrak™ Topline Report

The World’s View on Countries: An Online Study of the Reputation of 50 Countries RepTrak™ is a registered trademark of Reputation Institute. © 2013 Reputation Institute, all rights reserved.

Copyright © Reputation Institute. All rights reserved.

About Reputation Institute

2

1. The Importance of Country Reputation

4 Copyright © Reputation Institute. All rights reserved.

Why is Country Reputation important?

As in the case of companies, countries also have their own reputation which has influence in various

spheres.

Countries with a good reputation

welcome more tourists

Countries with a good

reputation attract FDI


attract foreign knowledge & talent

Countries with a good

reputation increase exports


improve their public diplomacy

http://www.google.es/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=MzSupftJLeZKPM&tbnid=7t_pN8oe7lwiqM:&ved=0CAUQjRw&url=http://www.masquenegocio.com/tag/clientes/&ei=-y3IUdmjMcWDONXbgLAI&bvm=bv.48293060,d.bGE&psig=AFQjCNFFQAotYrs4Ylxi4VZY80Gm-tURBw&ust=1372159826729416


The Reputation Economy applied to Country Reputation

Supportive

Behaviors

Value

Creation Perceptions

Direct Experiencies

Country’s Actions

& Communications

3rd-party

Influences

Stereotypes

2. Country 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 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 Reputation

Rational Reputation

Country RepTrak™ Model: from Emocional to Rational


Country RepTrak™ Model: Country Reputation Attributes

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

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.


I would recommend visiting

the country

I would recommend living in

the country

I would recommend working

in the country

I would recommend investing

in the country

I would recommend buying

products/services originating

from the country

I would recommend studying

in the country

Having a strong reputation improves support. An increasingly globalized 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 2013.

Country RepTrak™ Model: Reputation & Value Creation

3. Research Design


2013 Country RepTrak™ Study Overview

• Stakeholder Group (Target): 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:

– Largest economies

– Countries of interest due to recent economic,

political or natural events.

• Data Collection Method : CAWI (online interviews).

• Data Collection Period: From January to March 2013.

• Sample: Over 27,000 consumers from G8 countries

provided over 34,000 rating based on their perceptions

of the 50 nations included in the study.

4. Country RepTrak™ 2013 Results


2013 Country RepTrak™ – Top 20

76.3

76.1

1

2

3

4

5

6

7

8

9

10

76.5

74.1

73.3

72.5

71.8

70.6

70.6

76.6

67.1

66.2

11

12

13

14

15

16

17

18

19

20

67.6

65.1

63.9

63.4

62.0

61.6

58.3

68.3 Canada

Sweden

Switzerland

Australia

Norway

New Zealand

Denmark

Netherlands

Austria

Finland

Germany

Ireland

Belgium

Japan

UK

France

Italy

Portugal

Singapore

Spain

Scoring scale: 0-100

All score differences > 1.6 are significant at 95% confidence interval

http://www.google.es/url?sa=i&rct=j&q=canada+flag&source=images&cd=&cad=rja&docid=hyqW95gNZC7s_M&tbnid=WURaw2xqlXL7nM:&ved=0CAUQjRw&url=http://backinblue.kc-media.net/?p=6249&ei=ZQ9cUYOLJsWhO6nbgCA&bvm=bv.44697112,d.ZWU&psig=AFQjCNFJu28A-tJ7Q9aHeWEuciFAWDZW5A&ust=1365074144862839

http://www.google.es/url?sa=i&rct=j&q=australia+flag&source=images&cd=&cad=rja&docid=8hJw0L8b4-bfPM&tbnid=l74_TgZVVdD6dM:&ved=0CAUQjRw&url=http://www.olstars.com/en/flag/Australia&ei=xw9cUdGMOoLbPKOigNAJ&psig=AFQjCNGXAUfiD7t9wI19mysMQ64it2as5A&ust=1365074244059267

http://www.google.es/url?sa=i&rct=j&q=suecia+flag&source=images&cd=&cad=rja&docid=oB2L_FRizTizuM&tbnid=N9YjKWWmiCj4cM:&ved=0CAUQjRw&url=http://begobicho.wordpress.com/category/futbol/&ei=-w9cUYXxDMO7O8-SgOgB&psig=AFQjCNHY7ECP6IJ6-hJ0XYMtaD5oRSXiwQ&ust=1365074292747342

http://www.google.es/url?sa=i&rct=j&q=suiza+flag&source=images&cd=&cad=rja&docid=e5JE1WJpWKoEhM&tbnid=lgjxLZcwRMS10M:&ved=0CAUQjRw&url=http://www.fondosblackberry.com/download/switzerland-flag-bandera-de-suiza-europa_w4340.html&ei=MRBcUdihJsOuOZrUgegL&psig=AFQjCNEufTyXniqHC96j4rqcMUd024AR8A&ust=1365074347019563

http://www.google.es/url?sa=i&rct=j&q=noruega+flag&source=images&cd=&cad=rja&docid=eVi9ELLcPP9LaM&tbnid=I2mHN76pF4QMcM:&ved=0CAUQjRw&url=http://www.fondosblackberry.com/download/norway-flag-bandera-de-noruega-flag-kongeriket-norge_w4451.html&ei=aRBcUd6BDYbZOYilgPAD&psig=AFQjCNH3W-zvR5R6BMVd_K1ut4X_XIbVjA&ust=1365074406240979

http://www.google.es/url?sa=i&rct=j&q=new+zealand+flag&source=images&cd=&cad=rja&docid=Rj-gC-tasne-GM&tbnid=R7Y86alBjstd1M:&ved=0CAUQjRw&url=http://www.olstars.com/en/flag/New+Zealand&ei=pxBcUevINImjO6OqgbgB&psig=AFQjCNGmzWi-7CPpJd85YYNZ5fdZsfIUvA&ust=1365074465343752

http://www.google.es/url?sa=i&rct=j&q=finland+flag&source=images&cd=&cad=rja&docid=C8KxzwJoK_uSnM&tbnid=I85EOAPZuyHeDM:&ved=0CAUQjRw&url=http://goscandinavia.about.com/od/historyart/ig/The-Scandinavian-Flags/The-Flag-of-Finland.htm&ei=2xBcUZaAEMSfO9DFgZAI&psig=AFQjCNGwQ9GrE1BR9xIzme3MCS5Rb55byQ&ust=1365074519595085

http://www.google.es/url?sa=i&rct=j&q=denmark+flag&source=images&cd=&cad=rja&docid=c8VAF-95ibtUEM&tbnid=2QSawX2d3nDhKM:&ved=0CAUQjRw&url=http://en.wikipedia.org/wiki/File:Denmark_flag.GIF&ei=_RBcUYXBEo7MPZn9gCA&psig=AFQjCNGUVZG4Ui9LiTNesOE3W-m8QkSfmQ&ust=1365074554267446

http://www.google.es/url?sa=i&rct=j&q=austria+flag&source=images&cd=&cad=rja&docid=diJ9Nj8ocKpFlM&tbnid=EARINq6XEB3nuM:&ved=0CAUQjRw&url=http://golfforallbg.com/teams/&ei=IxFcUcHqKobTPLSpgOAP&psig=AFQjCNFq7gR0GQAo87yIBHvxSBGOHSBRuA&ust=1365074581006600

http://www.google.es/url?sa=i&rct=j&q=holland+flag&source=images&cd=&cad=rja&docid=SddKXKJkg28jgM&tbnid=_Mec_2xQQ4BO6M:&ved=0CAUQjRw&url=http://www.footballpictures.net/es/foto-de-holland-flag-1432.htm&ei=QBFcUezlL8vWPK-jgNAN&psig=AFQjCNEDdBGlIu-B7rSb3Hxe_xOgKxYFhg&ust=1365074621128753

http://www.google.es/url?sa=i&rct=j&q=germany+flag&source=images&cd=&cad=rja&docid=1PIqnNVToR-LIM&tbnid=e5AzJYzycOK1pM:&ved=0CAUQjRw&url=http://streetfighter.wikia.com/wiki/File:Germany-flag.jpg&ei=eRFcUawhyqo84IeA8AM&psig=AFQjCNF_PCnMOZ-f1E-Xr08W7490kOJ6Tg&ust=1365074656610758

http://www.google.es/url?sa=i&rct=j&q=japan+flag&source=images&cd=&cad=rja&docid=Q4U32Ls5KFXmMM&tbnid=KaiQlqb2Xn9AtM:&ved=0CAUQjRw&url=http://commons.wikimedia.org/wiki/File:Japan_flag_-_variant.png&ei=lxFcUbmNFceROMG2gKAC&psig=AFQjCNG6G6ufk6m3ExVJGxhJCYpN_EHhmg&ust=1365074707293857

http://www.google.es/url?sa=i&rct=j&q=belgium+flag&source=images&cd=&cad=rja&docid=WSDKEDrN-LZQSM&tbnid=Iglo64viXVSdVM:&ved=0CAUQjRw&url=http://www.olstars.com/en/flag/Belgium&ei=vhFcUe_HEse4O6_EgagG&bvm=bv.44697112,d.ZGU&psig=AFQjCNHVRlEsomDYbID1ZNdievfCk3Zodg&ust=1365074746997845

http://www.google.es/url?sa=i&rct=j&q=uk+flag&source=images&cd=&cad=rja&docid=qwR3CCH0F-XrHM&tbnid=GEjGpKJlRBI5mM:&ved=0CAUQjRw&url=http://printable-flag.blogspot.com/2012/09/united-kingdom-uk-flag-printable.html&ei=3hFcUYyLG8OYO_2egagM&bvm=bv.44697112,d.ZGU&psig=AFQjCNFsbDJrdv4Dj88x_z-N8yVK9O8tWw&ust=1365074775931286

http://www.google.es/url?sa=i&rct=j&q=irelandflag&source=images&cd=&cad=rja&docid=CNIUB36Xw8mgiM&tbnid=wVMtGfNiaix0BM:&ved=0CAUQjRw&url=http://libraryquestions.blogspot.com/2012/03/normal-0-false-false-false.html&ei=ABJcUYSiDoLePYivgfAI&bvm=bv.44697112,d.ZGU&psig=AFQjCNF74_mpLmnd-btegH75RyThEbweJA&ust=1365074812955456

http://www.google.es/url?sa=i&rct=j&q=spain+flag&source=images&cd=&cad=rja&docid=i8zygqvi2tcJeM&tbnid=eVgB8jz9xVSAAM:&ved=0CAUQjRw&url=http://gospain.about.com/od/spanishlife/ig/Spanish-Flags/Spanish-Flag.htm&ei=HhJcUa6TI8qqPOCHgPAD&bvm=bv.44697112,d.ZGU&psig=AFQjCNEOQbz8Qnh1dVe7wdjYVYxBP77hhg&ust=1365074842038271

http://www.google.es/url?sa=i&rct=j&q=france+flag&source=images&cd=&cad=rja&docid=7zb6t137dbg8wM&tbnid=PARLwyjIlrrItM:&ved=0CAUQjRw&url=http://flag-backgrounds.blogspot.com/2011/08/france-flag-wallpapers.html&ei=WhJcUZ-JKsfbPLCOgdgB&bvm=bv.44697112,d.ZGU&psig=AFQjCNFICHpvT_lVFSUFCT36vPjGMG253g&ust=1365074890929198

//upload.wikimedia.org/wikipedia/en/0/03/Flag_of_Italy.svg

http://www.google.es/url?sa=i&rct=j&q=portugal+flag&source=images&cd=&cad=rja&docid=QmqbChEQKbbgxM&tbnid=a8Xe0oYEv8GN0M:&ved=0CAUQjRw&url=http://www.olstars.com/en/flag/Portugal&ei=xBJcUZGYIYKsO5imgbAH&bvm=bv.44697112,d.ZGU&psig=AFQjCNHoozqFg0Xz3ay4p4zH-FVJznMjlA&ust=1365075009082468

//upload.wikimedia.org/wikipedia/commons/4/48/Flag_of_Singapore.svg


76.6 76.5 76.3 76.1 74.1 73.3 72.5 71.8 70.6 70.6

68.3 67.6 67.1 66.2 65.1 63.9 63.4 62.0 61.6

58.3 57.8 57.4 54.9 54.3 53.2 52.7 51.5 51.0 50.7 50.2 49.3

47.4 47.2 47.2 47.0 46.8 46.1 45.8 45.5 43.9 43.7 43.3

40.1 37.8 37.8 36.7

34.0

28.8

22.6 21.2

1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40 41 42 43 44 45 46 47 48 49

Global mean (54,6)

50



2013 Country RepTrak™


Country RepTrak™ in recent years – Top 10

1

2

3

4

5

6

7

8

9

10

Canada

Sweden

Switzerland

Australia

Norway

New Zealand

Denmark

Netherlands

Austria

Finland

2013 2012 2011 2010 2009

Canada Canada

Australia Australia Australia

Australia

Sweden

Sweden

Sweden Canada Canada

Switzerland Switzerland Switzerland

Switzerland

Norway

Norway

Norway Norway

Sweden

New Zealand

New Zealand

Finland

Finland

Finland Finland

Austria Austria

Austria

Austria

Denmark Denmark Denmark

Netherlands Netherlands

Netherlands

Netherlands Denmark

Belgium Spain











http://www.google.es/url?sa=i&rct=j&q=belgium+flag&source=images&cd=&cad=rja&docid=WSDKEDrN-LZQSM&tbnid=Iglo64viXVSdVM:&ved=0CAUQjRw&url=http://www.olstars.com/en/flag/Belgium&ei=vhFcUe_HEse4O6_EgagG&bvm=bv.44697112,d.ZGU&psig=AFQjCNHVRlEsomDYbID1ZNdievfCk3Zodg&ust=1365074746997845









































Very poor

Country RepTrak™ in recent years (1-25)




Excellent

Very poor



Country RepTrak™ in recent years (26-50)


Portugal 7.3%

Italy 7.7%

Greece 8.5%

Pakistan 7.5%

Nigeria 7.3%

Saudi Arabia 8.3%

Evolution 2012-2013

Evolution of Country RepTrak™ in the last year



http://www.google.es/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=kvZetskwHosa-M&tbnid=f_FqNfK1f5yZ7M:&ved=0CAUQjRw&url=http://asturias.democraciarealya.es/2011/06/26/%CE%B5%CE%BB%CE%BB%CE%B1%CE%B4%CE%B1-%CE%B4%CE%B5%CE%BD-%CE%B5%CE%B9%CF%83%CE%B1%CE%B9-%CE%BC%CE%BF%CE%BD%CE%B7-%CF%83%CE%BF%CF%85-grecia-no-estas-sola/&ei=ruCkUdr_NsbYPcvEgLgB&bvm=bv.47008514,d.ZGU&psig=AFQjCNEXAko9HOyvpfK7XlO4-YgqmWgEug&ust=1369846314623645

http://www.google.es/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=dFZrxOx0jDZ-0M&tbnid=1M_Y5SQY5n3PTM:&ved=0CAUQjRw&url=http://www.zunzun.cu/libros/banderas-africa/nigeria.htm&ei=4uCkUZXkDYrePaefgegP&psig=AFQjCNGfLeAFIyvYjxF7jWvJUOXkzN4iqA&ust=1369846360706207

http://www.google.es/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=FyHWHC32ELf9fM&tbnid=mhyQ_c3LZn-gVM:&ved=0CAUQjRw&url=http://flagpedia.net/es/arabia-saudita&ei=FuGkUZOVMcXbOtbigDA&psig=AFQjCNGW5wzSIQ84_Z9QggTlHw5MUvVA_w&ust=1369846416886451

http://www.google.es/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=slmxy147IXN92M&tbnid=x1IxLYvwzK6wIM:&ved=0CAUQjRw&url=http://flagpedia.net/es/pakistan&ei=UuGkUZuWF4XfOIKkgfgI&psig=AFQjCNGu6jwKpsnu5Iyd1JPBAMSFos-WFg&ust=1369846472725059


http://www.google.es/url?sa=i&rct=j&q=portugal+flag&source=images&cd=&cad=rja&docid=QmqbChEQKbbgxM&tbnid=a8Xe0oYEv8GN0M:&ved=0CAUQjRw&url=http://www.olstars.com/en/flag/Portugal&ei=xBJcUZGYIYKsO5imgbAH&bvm=bv.44697112,d.ZGU&psig=AFQjCNHoozqFg0Xz3ay4p4zH-FVJznMjlA&ust=1365075009082468


Spain -2.2%

Argentina -2.4% South Africa -1.7%

China -5.0%

India -2.5%

UAE -2.7%

Evolution 2012-2013

Evolution of Country RepTrak™ in the last year



http://www.google.es/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=zvrUoyJ6A-86zM&tbnid=YGpvR-Vz4gcJWM:&ved=0CAUQjRw&url=http://dechina.net/bandera-de-china/&ei=y9-kUcezH4T_OZqEgegD&bvm=bv.47008514,d.ZGU&psig=AFQjCNGfxph1paH0PcqDlgwC04t3FFKnUA&ust=1369846080101334

http://www.google.es/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=rEG1DWMGh8f8jM&tbnid=HTXuvEKJGmKqYM:&ved=0CAUQjRw&url=http://www.33ff.com/flags/banderasmundo/bandera_India.html&ei=DOCkUbeuIYyKOJzhgfAL&psig=AFQjCNHtKG4YPDgdBO2D2XruWHoub6mExg&ust=1369846144170362

http://www.google.es/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=QSOxWyLdKVv6_M&tbnid=xFvUUwD5CRkY6M:&ved=0CAUQjRw&url=http://www.33ff.com/flags/banderasmundo/bandera_Emiratos-arabes-Unidos.html&ei=KeCkUePGOIj-OcebgJAN&psig=AFQjCNGddG63JMPFIKV2Gj7cKQLIL5eOHQ&ust=1369846181851535

http://www.google.es/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=gXCxK-n8Loj2LM&tbnid=lyS-JsH5dYecfM:&ved=0CAUQjRw&url=http://commons.wikimedia.org/wiki/File:Flag_of_Argentina.svg&ei=SuCkUZvNHcmIOMaSgZgD&psig=AFQjCNE9YFbhTUzvCBOne5MrDgYW7ETF8Q&ust=1369846213613298

http://www.google.es/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=Ged1ZJPyGXrnCM&tbnid=htuNR0vKxNiFjM:&ved=0CAUQjRw&url=http://www.viajejet.com/hinmo-de-sudafrica/bandera-de-sudafrica-3/&ei=eeCkUd65MYHBOPCMgYAG&psig=AFQjCNFylEXNxeVjAbXMGNu7zmrke_yd4A&ust=1369846259035236



91.0

84.8

75.9 74.6 71.0 70.9 69.9 69.3 69.0 67.6 67.2

64.6 61.9 60.5

54.8

Australia Canada India Germany Japan the UnitedKingdom

Russia China UnitedStates ofAmerica

Mexico Brazil France SouthKorea

Italy Spain

Global mean (70,2)

2013 Country RepTrak™ - Internal Reputation (Self-Image)













http://www.google.es/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=5PHYE8I99vQJKM&tbnid=XmjeGJ1BYnJ-QM:&ved=0CAUQjRw&url=http://www.banderas-e-himnos.com/bandera-mexico.html&ei=LCmmUeGtB6-X0AXr0oHgCQ&bvm=bv.47008514,d.ZGU&psig=AFQjCNGKDAkyCv4hWPU2VJgROwJWK035Aw&ust=1369930408730600

http://www.google.es/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=5drQNqesJw-0TM&tbnid=jm9rVSgbTEOAYM:&ved=0CAUQjRw&url=http://flagpedia.net/es/corea-del-sur&ei=SSmmUcDIDfLy0gXc9IGwCQ&bvm=bv.47008514,d.ZGU&psig=AFQjCNE0t5km0XnNafy6WupQaEC7NRJYCw&ust=1369930436042873


Gap between Internal and External Reputation

33.2 31.4

25.3

20.6

14.9 14.7

11.6 9.4

8.2 6.3 5.8

4.8

1.2

-3.5

-7.3

Russia China India Mexico Australia SouthKorea

UnitedStates ofAmerica

Brazil Canada Germany the UnitedKingdom

Japan France Italy Spain

Countries with a major gap

between internal (self-image) and

external perceptions

Countries most critical

of themselves Countries least critical

of themselves











http://www.google.es/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=5PHYE8I99vQJKM&tbnid=XmjeGJ1BYnJ-QM:&ved=0CAUQjRw&url=http://www.banderas-e-himnos.com/bandera-mexico.html&ei=LCmmUeGtB6-X0AXr0oHgCQ&bvm=bv.47008514,d.ZGU&psig=AFQjCNGKDAkyCv4hWPU2VJgROwJWK035Aw&ust=1369930408730600

http://www.google.es/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=5drQNqesJw-0TM&tbnid=jm9rVSgbTEOAYM:&ved=0CAUQjRw&url=http://flagpedia.net/es/corea-del-sur&ei=SSmmUcDIDfLy0gXc9IGwCQ&bvm=bv.47008514,d.ZGU&psig=AFQjCNE0t5km0XnNafy6WupQaEC7NRJYCw&ust=1369930436042873


36.8%

35.3% 27.9%

Adj R2 = 0.656

N = 42360

37.1%

35.5% 27.3%

Weights

2012

Key Factors in Reputation: Dimension & Attribute Weights


0

20

40

60

80


Advanced EconomyAppealing Environment

Switzerland

Sweden

Canada

Egypt

Haiti

Greece

Reputation Profile of Countries (Dimensions)

#1 #1

#1

Countries with a

good reputation

present a balanced

reputation profile Countries with a bad

reputation have a

more uneven

profile




Advanced Economy

27.9%

Friendly & Welcoming People

Appealing Lifestyle

Enjoyable Country

Beautiful Country

Safety

International Participation

Institutional Environment

Social & Economic Policies

Efficient Use of Public Resources

Business Environment

High Quality Products & Services

Culture

Well-Educated & Reliable Workforce

Well-Known Brands

Values Education

Technology

Appealing Environment

35.3%


36.8%

7.8

7.1

6.8

6.5

6.4

5.8

8.1

7.1

6.7

6.4

5.9

5.6

5.2

5.1

5.0

4.5

Adj R2 = 0.681

N = 42360

Key Factors in Reputation: Dimension & Attribute Weights

+0.5

-0.4

Evolution 2012-2013


79.0

80.6

80.6

80.8

81.4

81.4

81.7

82.3

83.8

84.1

Finland

Austria

Ireland

New Zealand

Norway

Sweden

Italy

Canada

Australia

Switzerland

73.9

74.2

76.0

76.2

76.6

77.4

77.7

78.3

79.1

80.2

Japan

New Zealand

Denmark

Austria

Sweden

Spain

Canada

Switzerland

Australia

Italy

73.8

73.9

74.0

74.4

75.6

76.0

77.1

77.3

78.9

79.0

Austria

the Netherlands

Italy

New Zealand

Denmark

Norway

Canada

Sweden

Australia

Switzerland

73.4

73.9

73.9

74.0

74.5

74.8

75.9

76.0

76.3

77.0

Spain

the Netherlands

Switzerland

Norway

New Zealand

Denmark

Italy

Sweden

Canada

Australia

Beautiful Country 6.4%

7.1% 8.1%

6.7% Enjoyable Country

Friendly & Welcoming People Appealing Lifestyle

Weights

Country RepTrak™ Attributes – Top 10






69.7

70.9

71.2

72.0

72.3

73.7

73.9

75.0

75.6

77.3

Austria

Germany

Australia

Finland

the Netherlands

Canada

Norway

Denmark

Switzerland

Sweden

68.6

68.7

69.1

70.2

70.5

71.6

72.5

72.5

73.5

74.8

New Zealand

the Netherlands

Finland

Germany

Norway

Australia

Denmark

Switzerland

Canada

Sweden

69.1

70.5

70.5

71.3

72.4

72.9

73.0

73.4

75.2

77.1

New Zealand

the Netherlands

Finland

Germany

Norway

Australia

Canada

Denmark

Sweden

Switzerland

Business Environment 5.8%

6.5% 7.1%

6.8% Institutional Environment

International Participation Social & Economic Policies

7.8% 6.4% Efficient Use of Public Resources Safety

70.7

70.9

71.2

71.6

72.0

73.3

73.4

74.4

74.5

78.1

Japan

the Netherlands

Austria

Norway

Germany

Denmark

Australia

Canada

Sweden

Switzerland

73.1

73.3

74.5

74.6

74.6

75.8

76.4

77.0

77.2

80.1

New Zealand

the Netherlands

Australia

Finland

Austria

Norway

Denmark

Sweden

Canada

Switzerland

68.2

68.7

69.1

70.2

70.3

70.5

71.0

71.1

73.4

74.8

the Netherlands

Austria

Germany

Finland

Canada

Australia

Denmark

Norway

Sweden

Switzerland

Weights









69.4

69.5

69.9

71.4

72.5

72.8

75.2

76.2

76.9

77.6

Austria

the Netherlands

Australia

Norway

Denmark

Canada

Sweden

Germany

Japan

Switzerland

66.4

66.6

68.5

69.4

71.3

72.5

74.4

75.0

76.2

79.5

Canada

Denmark

the United Kingdom

France

Sweden

Italy

Germany

Switzerland

United States of America

Japan

69.2

69.6

70.1

70.4

71.1

71.4

72.1

72.4

72.5

74.6

Australia

Denmark

Austria

Switzerland


the United Kingdom

France

Sweden

Germany

Italy

66.7

68.2

68.3

68.5

70.7

71.7

72.0

73.3

73.5

81.0

Australia

Norway

Finland

Denmark

Canada

Sweden

Switzerland


Germany

Japan

72.6

72.7

72.9

73.7

73.8

74.8

75.1

76.8

77.2

78.2

Austria

Finland

Australia

Germany

Norway

Denmark

Canada

Japan

Sweden

Switzerland

72.6

72.9

73.1

74.5

75.2

75.3

75.4

75.4

77.4

78.0

Austria

Finland

Australia

Germany

Norway

Canada

Japan

Denmark

Sweden

Switzerland

High Quality Products & Services 5.9%

5.6% 4.5%

5.1% Well-Known Brands

Technology Culture

5.2% 5.0% Values Education Well-Educated & Reliable Workforce

Weights









Visit

0.71

Invest

0.74

Live

0.77

Work

0.76

Buy

0.76

Study

0.75

Value Creation: Reputation & Declared Willingness


76.5

77.1

77.3

77.4

77.9

78.7

80.1

80.3

80.8

80.8

New Zealand

Denmark

Spain

Austria

Norway

Sweden

Australia

Canada

Italy

Switzerland

63.1

63.4

63.5

64.6

64.8

66.6

67.5

67.9

68.3

71.7

Austria

Japan

New Zealand

Denmark

Norway

Germany

Sweden

Australia

Canada

Switzerland

64.9

66.4

66.8

68.6

68.7

68.7

70.8

72.4

72.7

73.1

Germany

the Netherlands

Austria

Denmark

Norway

New Zealand

Sweden

Switzerland

Australia

Canada

Visit Invest

Live Key Drivers

Beautiful Country

Enjoyable Country


Key Drivers

Appealing Lifestyle

Safety

International Participation

Key Drivers


Efficient Use of Resources

Technology

Supportive Behaviors towards Countries – Top 10


66.4

68.3

68.5

68.9

69.8

70.2

70.9

71.6

73.3

73.3


Denmark

Norway

Austria

Germany

the United Kingdom

Sweden

Australia

Canada

Switzerland

67.8

69.1

69.1

69.6

69.7

70.9

71.5

73.3

74.2

75.0

Finland

Norway

Italy

Australia

Denmark

Japan

Canada

Sweden

Germany

Switzerland

65.7

66.8

67.3

68.1

68.3

69.2

71.2

71.2

73.6

74.5

the Netherlands

New Zealand

Austria

Denmark

Germany

Norway

Sweden

Australia

Canada

Switzerland

Work Buy

Study Key Drivers

Safety

Appealing Lifestyle


Key Drivers

Safety

Values Education

Culture

Key Drivers

High Quality Products & Services

Well-Known Brands


Supportive Behaviors towards Countries – Top 10

4. The Economic Impact of Country Reputation


Reputation & Reality: a Balance between Management & Communication

Risk

Opportunity

PERCEPTION

Bad

Good

Good

RE

AL

ITY

Communication is required

to capitalize on good

reality and overcome poor

perceptions

Change is required to alter

’reality’ and minimize

reputational risk

Bad


Reputation & Reality: Country Reputation & Competitiveness 2

01

3 C

om

pe

titi

ve

ne

ss

In

de

x

2013 Country RepTrak™

*Based on IMD World Competitiveness Yearbook (WCY) 2013

Reputational Risk

Communication Opportunity

When comparing actual data

obtained from real-world

measurements, such as the

competitiveness of countries,

with data on their reputations,

the result is this matrix.

It shows that certain countries

have a strong communication

opportunity, while others find

themselves in a position of

reputation risk.


Intention to Visit Country Reputation Tourism ($)

0.7 0.6

*Based on World Bank data.

Reputation & Reality: Country Reputation & Tourism

According to the analysis carried out by Reputation Institute, it is clear that there is a demonstrated

correlation between the reputation of a country, and the income received from tourism.

*Pearson correlation..


-100

100

300

500

700

900

1100

01/09 04/09 07/09 10/09 01/10 04/10 07/10 10/10 01/11 04/11 07/11 10/11 01/12 04/12 07/12 10/12 01/13 04/13

Co

un

try R

isk

Pre

miu

m

Time (date)

Set of countries with weaker reputations (China, India, USA, Poland & Greece)

Set of counties with stronger reputations (Canada, Sweden , Norway, Switzerland & Australia)

Reputation & Reality: Country Reputation & Risk Premium


Countries with a good reputation have maintained a stable risk premium since the beginning of

the financial crisis, while countries with poor reputations have seen the risk premiums they pay rise

by up to 1000%.


-100

100

300

500

700

900

1100

01/09 04/09 07/09 10/09 01/10 04/10 07/10 10/10 01/11 04/11 07/11 10/11 01/12 04/12 07/12 10/12 01/13 04/13

Time (date)

Reputation & Reality: Country Reputation & Risk Premium


Co

un

try R

isk

Pre

miu

m

Countries with a good reputation have maintained a stable risk premium since the beginning of

the financial crisis, while countries with poor reputations have seen the risk premiums they pay rise

by up to 300%.

Set of countries with weaker reputations (China, India, USA & Poland)

Set of counties with stronger reputations (Canada, Sweden , Norway, Switzerland & Australia)

5. About Reputation Institute


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: www.reputationinstitute.com

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

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