la reputación de chile en el mundo
TRANSCRIPT
La reputación de Chile en el mundo
Country RepTrak® 2018
7 de agosto, 2018@fpradoRI | #CountryRepTrak
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1- La importancia de la reputación país
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Actitudes y comportamientos
Creación de valor
Percepciones
Experiencias directas
Comunicación del país
Opinión de terceros
Estereotipos
La economía de la reputación aplicada a la reputación país
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2- Metodología Country RepTrak®
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El indicador Country RepTrak® Pulse mide la admiración, estima, confianza y buena impresión que causa un país en relación a otros, formado a partir de los siguientes ítems:
• Admiro y respeto ese país
• Tengo una buena opinión sobre ese país
• Tiene una buena reputación
• Confío en ese país
El indicador clave de reputación
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Nivel de desarrolloCalidad institucional
Respeto internacional
Entorno
institucional/político
Bienestar social
Entorno económico
Seguridad
Uso eficiente de los
recursos públicos
Transparencia y corrupción
Marcas y empresas reconocidos
Tecnología/innovación
Calidad de productos y servicios
Cultura
Sistema educativo
Gente educada
Calidad de vida
Entorno natural
Ocio y entretenimiento
Estilo de vida
Gente amable
Variables que influyen en la reputación país
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Reputación emocional
Reputación racional
El modelo Country RepTrak®: de lo emocional a lo racional
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the express written permission of Reputation Institute. RepTrak® is a registered trademark of Reputation Institute. © 2018 Re putation Institute, all rights reserved.
3- Impacto económico de la reputación país
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1 punto de incremento en la reputación del país resulta en0.9% de incremento en la
proporción de llegadas de turistas per cápita
Impacto económico de la reputación de un país
Results are based on Country RepTrak® analysis of 72 countries
1 punto de incremento en la reputación del país resulta en 0.3% de incremento en los
ratios de exportaciones ($)
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4- Conclusiones del estudio Country RepTrak® 2018
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Country RepTrak® 2018
58,000+Entrevistas
2 mesesMarzo-Abril 2018
Público general informado
Población general del antiguo G8 conalgo o bastante grado de conocimiento
del país analizadoMuestra adicional en América Latina
72Países analizados
The largest normative database on country
reputation in the world.
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Caída generalizada de la reputación de países
La escalada de la tensión
geo-política, movimientos
nacionalistas y distintos
conflictos sociales han
influido en una caída
generalizada de la
reputación y las actitudes
de apoyo.
… que a su vez impacta en las actitudes de
apoyo
-3,0 %
La incertidumbre afecta negativamente a
la reputación…
-1,0 pts
Significant difference > 1.4Supportive behaviors: visit, live, invest, work, buy products from country, attend event in country
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Mayor economía no implica mejor reputación
Source: Investopedia, World Bank, Statista, Country RepTrak®
Sólo 2 de las 10 mayores economías
del mundo forman parte del Top 10 de países con mejor reputación.
Las mayores economías han tenido en general tendencias positivas en crecimiento del PIB en 2017. Sin embargo,
la mayoría sufrió un descenso en el indicador de reputación.
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El tamaño tampoco garantiza reputación
Source: WorldAtlas, Wikipedia, Country RepTrak®
Los países con mejor reputación no son los mayores en superficie o población:
• Ninguno de los 10 primeros en reputación forma parte de los 10 primeros por población
• Sólo 2 de los 10 primeros en reputación están entre los 10 primeros por superficie geográfica
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El ranking de reputación de los 55 países con mayor PIB
Country RepTrak® 2018:
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2018 Country RepTrak®: Top 10
Strong
Posición País RepTrak® Pulse
1 Suecia 81,7
2 Finlandia 81,6
3 Suiza 81,3
4 Noruega 81,1
5 Nueva Zelanda 79,7
6 Australia 79,6
7 Canadá 79,2
8 Japón 77,7
9 Dinamarca 76,7
10 Holanda 76,1Significant difference > 1.4
Excellent
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the express written permission of Reputation Institute. RepTrak® is a registered trademark of Reputation Institute. © 2018 Re putation Institute, all rights reserved.
2018 Country RepTrak® Ranking
81.7 81.6 81.3 81.1 79.7 79.6 79.2 77.9 77.7 76.7
76.1 75.6 75.0 73.1 72.6 72.0 71.9 69.3 68.5 68.5
65.6 64.7 63.8 62.6 62.0 60.2 60.2 60.0 59.7 59.5
58.5 57.6 57.5 56.4 56.3 55.9 55.6 55.3 54.6 54.1
52.4 51.5 48.9 48.5 47.7 47.2 46.6 46.3 45.3 45.1
40.5 38.1 38.0 29.9 25.1
Positive/negative rank change since 2017
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Los atributos “blandos” mueven la reputación
Amabilidad, simpatía,
seguridad, belleza y
ética son elementos
clave en la reputación
de un país.
Palancas de la reputación país Peso Peso desde ‘16
Gente amable y simpática 8,7% +1,5% pts.
Seguridad 7,8% +0,7% pts.
Entorno natural 7,6% + 0,7% pts.
Estilo de vida atractivo 7,0% +0,4% pts.
Posibilidades de ocio y entretenimiento
6,8% +0,2% pts.
Ética / ausencia de corrupción 6,6% +0,1% pts.
Participante responsable de la comunidad global
6,2% -0,2% pts.
51% de la
reputación
de un país
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¿Por qué es Suecia el país con mejor reputación?
2018 Attribute Scores for Sweden
Top 5 Attribute Drivers Sweden 2018 Scores
The people of Sweden are friendly and welcoming 79.6
Sweden is a safe place 81.0
Sweden is a beautiful country 85.3
Sweden offers an appealing lifestyle 81.7
Sweden is an enjoyable country 80.5
Sweden is the #1 most ethical country with high transparency and low corruption with a score of 79.7 as well as the country with the most progressive social and economic policies (81.7)
• In 2018 Sweden went up from 3rd to 1st place and is one
of four countries with an excellent reputation: 81.7
• Sweden has an (almost) universally excellent scores in
the key drivers of reputation and is seen as the most ethical and progressive country
Sweden’s generous social benefits and liberal vacation policies have placed it on the top of the reputation lists over the past 7 years
Sweden accepted 163,000 immigrations during the height of Europe’s migrant crisis
Often seen as the world’s most gender equal country, Sweden has been very active in the #metoo movement and is moving to pass a law to make intimate relations without consent illegal
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EEUU: gran caída y pequeño rebote
• In 2017 USA had the highest reputation drop; in 2018 USA’s
recovered with a 1.7 point lift
• Along with USA’s reputation, its effective government score increased by 1.3 points after a 9 point drop in 2017
• However, USA’s reputation among Americans has dropped 7 points since the election of President Trump
USA Reputation Pulse & Effective Government (2013-2018)
Significant difference > 1.4
60,659,6
60,159,5
54,7
56,4
65,7
62,9
65,2
62,9
53,9
55,2
50
52
54
56
58
60
62
64
66
68
2013 2014 2015 2016 2017 2018
RepTrak Pulse Effective Government
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Estados Unidos: una reputación asimétrica
21Source: Country RepTrak®
• Across the G8 countries brand USA has a weak reputation in 2018: 56.4 points
• Across the 17 country attributes, the US has a range of scores going from strong to weak: the difference of highest vs. lowest attribute is 30.3 points
• The US has strong scores when it comes creating lots of successful brands, being technologically advanced and beautiful; but falls short when it comes to being ethical, having an effective government, or being safe
Country Attributes USA 2018 Scores
USA has many well-known brands 79.9
USA is technologically advanced 77.7
USA is a beautiful country 77.6
USA is an enjoyable country 75.1
USA is an important contributor to global culture 74.5
USA produces high quality products and services 73.3
USA values education 72.1
USA offers an appealing lifestyle 68.8
USA has a well-educated and reliable workforce 68.1
USA offers a favorable environment for doing business 67.7
The people of USA are friendly and welcoming 66.1
USA has adopted progressive social and economic policies 57.0
USA is a responsible participant in the global community 56.6
USA is a safe place 54.0
USA operates efficiently 51.6
USA is run by an effective government 49.8
USA ethical country with high transparency and low corruption 49.6
USA 2018 Attribute Scores
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the express written permission of Reputation Institute. RepTrak® is a registered trademark of Reputation Institute. © 2018 Re putation Institute, all rights reserved.
5- Estudio Country RepTrak®
2018 para Iberoamérica
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Uru
guay
Bra
sil
Cost
a R
ica
Puert
o R
ico
Chile
Panam
á
Arg
entin
a
Ecu
ador
Rep. D
om
.
Para
guay
Méxi
co
Perú
Colo
mbia
Guate
mala
Boliv
ia
Cuba
Hondura
s
El S
alv
ador
Nic
ara
gua
Venezu
ela
65,4
1
61,9
3
60,4
6
57,3
2
57,2
3
56,8
0
55,9
0
55,1
2
54,8
8
53,9
7
53,8
7
53,6
1
51,5
2
44,0
9
43,5
0
42,8
5
40,9
5
40,6
0
38,4
9
14,1
2
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21
Costa
Ric
a
Rep. D
om
.
Chile
Arg
entina
Perú
Puert
o R
ico
Bra
sil
Cuba
Ecuador
Panam
á
Para
guay
Boliv
ia
Uru
guay
Guate
mala
Méxic
o
Hondura
s
El S
alv
ador
Venezuela
Nic
ara
gua
Colo
mbia
63,1
8
60,6
1
60,1
8
60,1
6
60,0
1
58,5
4
57,5
1
56,3
0
55,4
5
55,3
2
55,1
2
54,5
7
54,1
2
52,6
4
52,3
5
48,8
6
48,1
2
47,1
7
45,5
5
45,2
7
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21
Campo en Latam: Argentina, Brasil, Colombia, Chile, México y Perú
Campo en antiguo G8: Francia, Alemania, Reino Unido, Italia, Estados Unidos, Canadá, Rusia y Japón
Country RepTrak® 2018 Iberoamérica
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the express written permission of Reputation Institute. RepTrak® is a registered trademark of Reputation Institute. © 2018 Re putation Institute, all rights reserved.
24,8%
36,1%
39,1%
68,7
26,5%
37,2%
36,2%
68,7
Country RepTrak® 2018 – Peso de las dimensiones
Factor Adjusted RegressionN = 57,600
Adj-R² = 0.72
Factor Adjusted RegressionN = 18,900
Adj-R² = 0.69
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Cuestiones éticas y socio-políticas
Significant difference > 1.4 for dimension and >2.9 for attributes
Dimensión Calidad Institucional y sus atributos para los 7 mayores países de la región (2017-2018)
0
10
20
30
40
50
60
EffectiveGovernment
Safe Place Ethical country Operates Efficiently
2017 2018
Latin American Countries’ score is an average of scores for Argentina, Brazil, Chile, Colombia, Mexico, Peru and Venezuela
-3.4 pts. -3.9 pts. -3.1 pts. -3.3 pts.
• Los países de América Latina han sufrido diferentes problemas políticos, económicos y sociales y escándalos de corrupción: Crisis de Venezuela, caída del peso en México, Operación Car Wash en Brasil, …
• Las caídas han sido generalizadas, especialmente en los atributos de la dimensión Calidad Institucional: país seguro, país ético (ausencia de corrupción) o gestión eficaz de los recursos públicos.
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La reputación de Venezuela se desploma
Significant difference > 1.4 for dimension and >2.9 for attributes
• Venezuela presenta la mayor caída de reputación de todos los países del estudio
• La crisis en este país ha afectado a todos los atributos del modelo, especialmente la percepción de su Gobierno. En el antiguo G8:• Nivel de Desarrollo: -6.8 puntos• Calidad de Vida: -7.2 puntos• Calidad Institucional: -8.6 puntos
• La caída en reputación es mucho mayor entre la población de los países de la región
RepTrak® Pulse Venezuela en G8 (2017-2018)
Venezuela sufre una caída media de 7.6 puntos Pulse en los 17 atributos del modelo (en el antiguo G8)
2017 2018
54.4 47.2-7.3
#39 #46
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6- La reputación de Chile
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the express written permission of Reputation Institute. RepTrak® is a registered trademark of Reputation Institute. © 2018 Re putation Institute, all rights reserved.
Country RepTrak®: evolución de la reputación de Chile
55,6
56,9
59,4 59,2
60,760,2
55,1
57,7
56,2
59,6 59,9
57,2
71,6 71,6
64,7 64,3
69,9
71,7
50
60
70
80
2013 2014 2015 2016 2017 2018
G8 Latam Chile
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the express written permission of Reputation Institute. RepTrak® is a registered trademark of Reputation Institute. © 2018 Re putation Institute, all rights reserved.
Percepción de Chile en Visitaría
65,3
61,8
67,1
64,9
68,6
65,8
66,5
70,4
68,0
72,3 72,2 72,3
83,0 83,5
80,781,6
83,0 82,8
60
70
80
90
2013 2014 2015 2016 2017 2018
G8 Latam Chile
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