2014 city reptrak® - the world’s most reputable cities
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Copyright © 2014 Reputation Institute. All rights reserved. 1
2014 City RepTrak®
The World’s View on Cities: An Online Study of the Reputation of 100 CitiesRepTrak® is a registered trademark of Reputation Institute. © 2014 Reputation Institute, all rights reserved.
The World’s Most Reputable Cities
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About Reputation Institute
2
Advice Group
Publications
Conferences
Training
Metrics & Insights
Strategy & Positioning
Alignment & Implementation
Reputational Risk
Global Value PropositionWe enable leaders to make business decisions that build and
protect reputational capital and drive competitive advantage.
Intelligence Group
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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?
Places with a good reputation
welcome more tourists
Places with a good reputation
attract FDI
Places with a good reputation attract
foreign knowledge & talent
Places with a good reputation
increase exports
Places with a good reputation
improve their public diplomacy
As in the case of companies, countries and 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 Experiences
City’s Actions &
Communications
3rd-party
Influences
Stereotypes
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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 Emotional 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
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Analysis of Economic Implications:the Reputation Economy
Supportive
Behaviors
Value
CreationPerceptions
Direct
Experiences
Country Actions &
Communications
3rd-party
Influence
Stereotypes
About the Study
14Copyright © Reputation Institute. All rights reserved.
2014 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
2014.
Sample: Over 19.000 consumers from G8 countries
rating the100 cities included in the study.
2014 City RepTrak® Results
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The Most Reputable City in 2014 is…
VIENNA
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2014 City RepTrak® – Top 10
1
2
3
4
5
6
7
8
9
10
75,5
75,3
76,2
75,2
74,9
74,8
74,6
73,7
73,1
76,4
Florence
Munich
Sydney
Vienna
Venice
Vancouver
Oslo
Barcelona
Montreal
London
Scoring scale: 0-100
All score differences > 2.5 are significant at 95% confidence interval
18Copyright © Reputation Institute. All rights reserved.
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
1
2
3
4
5
6
7
8
9
10
2013 2012 2011
City RepTrak® in recent years – Top 10
2014
Florence
Munich
Sydney
Vienna
Venice
Vancouver
Oslo
Barcelona
Montreal
London
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35.3%
37.6%27.1%
35.4%
37.7%26.9%
Weights
2013
Key Factors in Reputation: Dimension Weights
Adj R2 = 0.672
n = 16353
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10,3
8,3
8,0
7,1
6,5
11,8
8,8
7,7
Safety
Social, Economic & Environmental Policies
Well-Respected Leaders
Well-Developed Political & Legal Institutions
Adequate Transport, Communications & Infrastructure
Advanced Economy
27,1%
Well-Respected Products & Services
Financially Stable & Future Growth
Business Environment
Technology
Headquarters of Leading Companies
Adj R2 = 0.686
n = 16353
Key Factors in Reputation: Importance of attributes
Beautiful City
Appealing Experiences
Well-Known Personalities
Appealing Environment
37.6%
Effective Government
35.3%
6,9
6,9
6,6
5,7
5,4
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Cities with a Strong Reputation (70-80 points)
1-31
Scoring scale: 0-100
All score differences > 2.5 are significant at 95% confidence interval
76.4
76.2
75.5
75.3
75.2
74.9
74.8
74.6
73.7
73.1
72.8
72.7
72.6
72.4
72.2
72.2
72.0
72.0
71.9
71.9
71.8
71.8
71.5
71.4
71.2
70.9
70.6
70.2
70.2
70.0
70.0
Vienna
Munich
Sydney
Florence
Venice
Oslo
Vancouver
London
Barcelona
Montreal
Copenhagen
Helsinki
Brussels
Amsterdam
Paris
Perth
Brisbane
Geneva
Edinburgh
Zurich
Melbourne
Stockholm
Rome
Frankfurt
New York
Toronto
Dublin
Seattle
Berlin
Osaka
San Francisco
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32-57
Scoring scale: 0-100
All score differences > 2.5 are significant at 95% confidence interval
Cities with a Moderate Reputation (60-70 points)
69.8
69.8
69.6
69.4
68.8
68.4
66.9
66.8
66.5
66.3
66.2
65.7
65.5
64.9
63.9
63.7
62.9
62.4
61.7
61.3
61.2
61.0
60.8
60.6
60.6
60.2
Madrid
Tokyo
Prague
Milan
Adelaide
Auckland
Lyon
New Orleans
Orlando
Los Angeles
Boston
Lisbon
Miami
Washington DC
Taipei
Singapore
Warsaw
Dubai
Atlanta
Abu Dhabi
Budapest
Chicago
Las Vegas
Houston
Hong Kong
Monterrey
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58-98
Scoring scale: 0-100
All score differences > 2.5 are significant at 95% confidence interval
Cities with a Weak Reputation (40-60)
59.858.958.458.358.258.057.857.457.156.856.556.556.155.655.154.654.654.553.953.853.753.553.152.452.352.152.151.551.149.249.149.048.547.847.847.647.045.344.244.143.2
CancúnSt.PetersburgRio de Janeiro
AthensMecca
MontevideoJerusalem
HanoiKuala LumpurBuenos Aires
BucharestSan Juan
Santo DomingoCape Town
LimaSao Paulo
BangkokIstanbul
JohannesburgSeoul
MacauSantiagoShanghai
BeijingGuangzhou
ManilaPort-au-Prince
Tel AvivNairobi
Kolkata/CalcuttaRyad
JakartaKiev
CaracasMumbai
New DelhiMoscow
Mexico CityKarachi
CairoBogota
34.7
30.0
Tehran
Baghdad
98-100
Cities with a Poor Reputation (0-40 points)
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Nairobi 13.0%
Evolution 2013-2014
Positive Evolution of City RepTrak® in the last year
Mecca 12.8%
Hanoi 12.3%
Taipei 11.6%
Brisbane 9.8%
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Evolution 2013-2014
Negative Evolution of City RepTrak® in the last year
Bogota 16.3%
Kiev 14,6%
Santiago 9.6%
Houston 8,8%New Delhi 8,7%
Mumbai 8,6%
Toronto 8,6%
26Copyright © Reputation Institute. All rights reserved.
Visit
0.73
Invest
0.72
Live
0.76
Work
0.75
Buy
0.76
Value Creation: Reputation & Support
Attend/organize
events
0.71
27Copyright © Reputation Institute. All rights reserved.
Supportive Behaviors towards Cities – Top 10
Visit Invest
Live
84.5
84.4
83.5
82.9
82.8
81.6
81.6
80.9
79.9
79.4
Florence
Paris
Venice
Vienna
Barcelona
Rome
London
Amsterdam
Sydney
Munich
73.5
69.3
68.7
68.2
67.8
67.0
66.8
66.8
66.6
66.6
Munich
Zurich
Tokyo
Frankfurt
Osaka
New York
Sydney
Brussels
Melbourne
Vancouver
73.7
73.1
72.2
71.6
70.1
70.1
69.9
69.3
68.8
68.8
Munich
Sydney
Vancouver
Vienna
Melbourne
Amsterdam
Montreal
Stockholm
San Francisco
Perth
28Copyright © Reputation Institute. All rights reserved.
Supportive Behaviors towards Cities – Top 10
Work Buy
75.3
72.0
71.8
71.8
71.3
71.2
71.1
71.0
70.8
70.3
Munich
Tokyo
London
Florence
Paris
Brussels
Copenhagen
Sydney
Vienna
Amsterdam
76.1
72.7
71.4
71.2
71.1
71.0
71.0
70.5
70.1
70.1
Munich
Sydney
Zurich
London
Vancouver
Melbourne
New York
Toronto
Amsterdam
Vienna
Attend/organize events
76.7
75.1
74.6
73.3
73.2
71.7
71.5
71.4
71.4
71.3
Munich
Florence
New York
Sydney
Vienna
Los Angeles
Milan
Zurich
Melbourne
Amsterdam
29Copyright © Reputation Institute. All rights reserved.
A Better Reputation Leads to Stronger Support
The good reputation of a city strongly correlates with an increase in the supportive
behaviors shown towards the city, such as visiting the city, living or working in the
city, or deciding to invest in the city.
20
30
40
50
60
70
80
20 25 30 35 40 45 50 55 60 65 70 75 80
Inte
nti
on
to
Vis
it
City RepTrak®
Vienna
Baghdad
Tehran
Cairo
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Thank you
Questions or CommentsPlease post your questions or
comments and continue the
discussion…
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City specific results:[email protected]
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