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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.
Global Reputation Knowledge and Advice
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Our Global Value Proposition:
We enable leaders to make business decisions
that build and protect reputation capital and
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Reputation Institute
The World’s Most Reputable Companies: A Global Study of Consumers in 41 Countries
© 2012 Reputation Institute, all rights reserved.
Why are Country Reputations Important?
3
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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
© 2012 Reputation Institute, all rights reserved.
6 © 2012 Reputation Institute, all rights reserved.
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….
7 © 2012 Reputation Institute, all rights reserved.
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
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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
© 2012 Reputation Institute, all rights reserved.
9 © 2012 Reputation Institute, all rights reserved.
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 World’s Most Reputable Companies: A Global Study of Consumers in 41 Countries
© 2012 Reputation Institute, all rights reserved.
The Country RepTrak™ Model
11
12 © 2012 Reputation Institute, all rights reserved.
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
13 © 2012 Reputation Institute, all rights reserved.
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
The World’s Most Reputable Companies: A Global Study of Consumers in 41 Countries
© 2012 Reputation Institute, all rights reserved.
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
The World’s Most Reputable Companies: A Global Study of Consumers in 41 Countries
© 2012 Reputation Institute, all rights reserved.
2012 Country RepTrak™ Results
17 © 2012 Reputation Institute, all rights reserved.
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
Scoring scale: 0-100
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”
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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
© 2012 Reputation Institute, all rights reserved.
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”
20 © 2012 Reputation Institute, all rights reserved.
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
Scoring scale: 0-100
All Score differences > 1.1 are significant at 95% confidence interval
21 © 2012 Reputation Institute, all rights reserved.
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
Scoring scale: 0-100
All Score differences > 1.1 are significant at 95% confidence interval
The World’s Most Reputable Companies: A Global Study of Consumers in 41 Countries
© 2012 Reputation Institute, all rights reserved.
Supportive Behaviors
22
23 © 2012 Reputation Institute, all rights reserved.
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
24 © 2012 Reputation Institute, all rights reserved.
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
Scoring scale: 0-100
All Score differences > 2.3 are significant at 95% confidence interval
25 © 2012 Reputation Institute, all rights reserved.
Which Countries are the Most Attractive for Key Supportive Behaviors?
Continued…
Scoring scale: 0-100
All Score differences > 2.3 are significant at 95% confidence interval
© 2012 Reputation Institute, all rights reserved.
“…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
The World’s Most Reputable Companies: A Global Study of Consumers in 41 Countries
© 2012 Reputation Institute, all rights reserved.
Self- Image and External Perceptions
26
27 © 2012 Reputation Institute, all rights reserved.
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
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”
Scoring scale: 0-100
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
28 © 2012 Reputation Institute, all rights reserved.
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
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”
29 © 2012 Reputation Institute, all rights reserved.
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.
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