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The World’s View on Countries: An Online Study of the Reputation of 55 CountriesRepTrak® is a registered trademark of Reputation Institute. © 2014 Reputation Institute, all rights reserved.

The World’s Most Reputable Countries

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http://www.google.es/url?sa=i&source=images&cd=&cad=rja&docid=eYNIzkbbhw3xmM&tbnid=X1hZNijojOmjbM:&ved=0CAgQjRwwAA&url=http://reputationinstitute.es/services/category/reputation-academy&ei=JWILUvqXEoig7AaEwIDYDQ&psig=AFQjCNHp-PmMnBLfuMLd6R-ANuunNdCrmA&ust=1376564133381881

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http://www.google.es/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=dvHpiny3T06tgM&tbnid=S8_lOuz3DjNNMM:&ved=0CAUQjRw&url=http://www.diarioresponsable.com/portada/agenda/120-agenda-rse/16360-barcelona-acogera-la-xvii-conferencia-anual-de-reputation-institute.html&ei=7ONLUvr_DqXV0QXDrIGABQ&bvm=bv.53371865,d.ZGU&psig=AFQjCNHNxmCFu7-TRUMQDweui5g_z8T3aQ&ust=1380791653082935

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International tourist arrivals grew by 5% in 2013 to reach

1,087 billionGrowth is expected to continue in 2014 by 4% to 4.5%

Source: UNWTO World Tourism Barometer

Today’s World Context: International Tourism

http://www.google.es/url?sa=i&source=images&cd=&cad=rja&docid=vBvnmBrpiSTJTM&tbnid=4X0DXHowXlbHRM:&ved=0CAgQjRwwAA&url=http://www.sfu.ca/medicaltourism/&ei=Pp3KUe-yFcSn4ATAqYCIAQ&psig=AFQjCNHuHSKamS69XyNQCvegC-LSrrdiOw&ust=1372319422388622

http://www.google.es/url?sa=i&source=images&cd=&cad=rja&docid=vBvnmBrpiSTJTM&tbnid=4X0DXHowXlbHRM:&ved=0CAgQjRwwAA&url=http://www.sfu.ca/medicaltourism/&ei=Pp3KUe-yFcSn4ATAqYCIAQ&psig=AFQjCNHuHSKamS69XyNQCvegC-LSrrdiOw&ust=1372319422388622

http://www.google.es/url?sa=i&source=images&cd=&cad=rja&docid=EeYEbkxO3N-EGM&tbnid=4yVg4iVGyY5uDM:&ved=0CAgQjRwwAA&url=http://rey8.buenblog.com/2013/02/10/la-vieja-montana-de-machu-picchu/&ei=nKDKUdyMI-Tj4QT294G4Aw&psig=AFQjCNEqg10NxhfqXdkXjyYa6qGpBJXM-A&ust=1372320284622841

http://www.google.es/url?sa=i&source=images&cd=&cad=rja&docid=EeYEbkxO3N-EGM&tbnid=4yVg4iVGyY5uDM:&ved=0CAgQjRwwAA&url=http://rey8.buenblog.com/2013/02/10/la-vieja-montana-de-machu-picchu/&ei=nKDKUdyMI-Tj4QT294G4Aw&psig=AFQjCNEqg10NxhfqXdkXjyYa6qGpBJXM-A&ust=1372320284622841

http://www.google.es/url?sa=i&source=images&cd=&cad=rja&docid=vutMGFYO9blQRM&tbnid=Dp6kcrixEDYDaM:&ved=0CAgQjRwwAA&url=http://elobservatoriodevidu.wordpress.com/2012/03/23/la-torre-eiffel-de-noche/&ei=7aDKUYv1EaGC4AS9sYGYDA&psig=AFQjCNEnBdxe5NoZ-yxps-t7CS4nifQFXA&ust=1372320365330897

http://www.google.es/url?sa=i&source=images&cd=&cad=rja&docid=vutMGFYO9blQRM&tbnid=Dp6kcrixEDYDaM:&ved=0CAgQjRwwAA&url=http://elobservatoriodevidu.wordpress.com/2012/03/23/la-torre-eiffel-de-noche/&ei=7aDKUYv1EaGC4AS9sYGYDA&psig=AFQjCNEnBdxe5NoZ-yxps-t7CS4nifQFXA&ust=1372320365330897


Global foreign direct investment (FDI) inflows reached

US$ 1.4 trillionand is projected to reach US$ 1.6

trillion in 2014Source: United Nations Conference on Trade and Development (UNCTAD)

Today’s World Context: International FDI

in 2013

http://www.google.es/url?sa=i&source=images&cd=&cad=rja&docid=rcJ2mjL64UEJ4M&tbnid=GHWEREvyNvvgOM:&ved=0CAgQjRwwAA&url=http://russianmind.com/content/investment-expert&ei=ZKPKUZCOCYmg4gSU5IC4Bw&psig=AFQjCNGPCq11aasda16_mXwW2czSVJs9rw&ust=1372320996183366

http://www.google.es/url?sa=i&source=images&cd=&cad=rja&docid=rcJ2mjL64UEJ4M&tbnid=GHWEREvyNvvgOM:&ved=0CAgQjRwwAA&url=http://russianmind.com/content/investment-expert&ei=ZKPKUZCOCYmg4gSU5IC4Bw&psig=AFQjCNGPCq11aasda16_mXwW2czSVJs9rw&ust=1372320996183366

http://www.google.es/url?sa=i&source=images&cd=&cad=rja&docid=uuI0WLLua_BWpM&tbnid=Tb7LQDkp40NdlM:&ved=0CAgQjRwwADg7&url=http://www.irefund.com.au/new_investments&ei=faPKUe_wO8Wt4ASb_4CwBw&psig=AFQjCNFdxJwcba0heP2uNbMABvgkSXtl6g&ust=1372321022021764

http://www.google.es/url?sa=i&source=images&cd=&cad=rja&docid=uuI0WLLua_BWpM&tbnid=Tb7LQDkp40NdlM:&ved=0CAgQjRwwADg7&url=http://www.irefund.com.au/new_investments&ei=faPKUe_wO8Wt4ASb_4CwBw&psig=AFQjCNFdxJwcba0heP2uNbMABvgkSXtl6g&ust=1372321022021764

http://www.google.es/url?sa=i&source=images&cd=&cad=rja&docid=3EiZew3_tE_9gM&tbnid=pgMuvBSRebPknM:&ved=0CAgQjRwwADiUAQ&url=http://www.lonelyreload.com/2012/10/my-first-stock-investment-with-scomi.html&ei=RaTKUfT5Luf64QS624HgDw&psig=AFQjCNGiB1KrNNuulvd8odlUE6TA8rMZhw&ust=1372321221813624

http://www.google.es/url?sa=i&source=images&cd=&cad=rja&docid=3EiZew3_tE_9gM&tbnid=pgMuvBSRebPknM:&ved=0CAgQjRwwADiUAQ&url=http://www.lonelyreload.com/2012/10/my-first-stock-investment-with-scomi.html&ei=RaTKUfT5Luf64QS624HgDw&psig=AFQjCNGiB1KrNNuulvd8odlUE6TA8rMZhw&ust=1372321221813624


Today’s World Context: International Trade

3.7% for global GDP

Sources: WTO Secretariat and IMF

International trade in 2013 is forecasted

to grow by 4.5% and

http://www.google.es/url?sa=i&source=images&cd=&cad=rja&docid=mX4vMzgtesT1pM&tbnid=SVT7iplEz4PlGM:&ved=0CAgQjRwwAA&url=http://www.litigoconsult.com/our-services/international-trade/&ei=ONHKUYynAYmF4gTn4ICQAw&psig=AFQjCNE8-aVCAF60qwtuUVw7CSPO14VpGg&ust=1372332728061264

http://www.google.es/url?sa=i&source=images&cd=&cad=rja&docid=mX4vMzgtesT1pM&tbnid=SVT7iplEz4PlGM:&ved=0CAgQjRwwAA&url=http://www.litigoconsult.com/our-services/international-trade/&ei=ONHKUYynAYmF4gTn4ICQAw&psig=AFQjCNE8-aVCAF60qwtuUVw7CSPO14VpGg&ust=1372332728061264

http://www.google.es/url?sa=i&source=images&cd=&cad=rja&docid=JXhvN76wigF__M&tbnid=EeYk3ak37Npx1M:&ved=0CAgQjRwwADgO&url=http://www.romania-insider.com/romania-among-lowest-debt-to-gdp-ratios-while-average-ratio-goes-up-in-the-eu/61443/&ei=tqbKUcj9NqGh4gSU-oHwCQ&psig=AFQjCNG9tNRYTZfeIW4k55kZGPC7AeOS1A&ust=1372321846938837

http://www.google.es/url?sa=i&source=images&cd=&cad=rja&docid=JXhvN76wigF__M&tbnid=EeYk3ak37Npx1M:&ved=0CAgQjRwwADgO&url=http://www.romania-insider.com/romania-among-lowest-debt-to-gdp-ratios-while-average-ratio-goes-up-in-the-eu/61443/&ei=tqbKUcj9NqGh4gSU-oHwCQ&psig=AFQjCNG9tNRYTZfeIW4k55kZGPC7AeOS1A&ust=1372321846938837

http://www.google.es/url?sa=i&source=images&cd=&cad=rja&docid=7ygZJ06MAVi42M&tbnid=k5ZUl8BJdsZwjM:&ved=0CAgQjRwwADhm&url=http://online.wsj.com/article/SB10001424052748704312104575298343320101692.html&ei=UKfKUcWfMe2v4QTZjIDwBQ&psig=AFQjCNFhCTHEeEA9vm3-Bj7ND9iWtwwL6w&ust=1372322000849321

http://www.google.es/url?sa=i&source=images&cd=&cad=rja&docid=7ygZJ06MAVi42M&tbnid=k5ZUl8BJdsZwjM:&ved=0CAgQjRwwADhm&url=http://online.wsj.com/article/SB10001424052748704312104575298343320101692.html&ei=UKfKUcWfMe2v4QTZjIDwBQ&psig=AFQjCNFhCTHEeEA9vm3-Bj7ND9iWtwwL6w&ust=1372322000849321


Places are Competing for Attention

Nations Regions Cities

http://www.google.es/url?sa=i&source=images&cd=&cad=rja&docid=zrLDfxm2pHaxDM&tbnid=GY9SF4UZOQj2iM:&ved=0CAgQjRwwAA&url=http://ideasfrescas.wordpress.com/2008/12/30/analisis-de-la-marca-mexico/&ei=vrTJUYz_Baal4gSp0ID4CA&psig=AFQjCNGoGZyug4x-PguAYkuuz674X9Q3gw&ust=1372259902154126

http://www.google.es/url?sa=i&source=images&cd=&cad=rja&docid=zrLDfxm2pHaxDM&tbnid=GY9SF4UZOQj2iM:&ved=0CAgQjRwwAA&url=http://ideasfrescas.wordpress.com/2008/12/30/analisis-de-la-marca-mexico/&ei=vrTJUYz_Baal4gSp0ID4CA&psig=AFQjCNGoGZyug4x-PguAYkuuz674X9Q3gw&ust=1372259902154126

http://www.google.es/url?sa=i&source=images&cd=&cad=rja&docid=vMsrMqMwHpQrXM&tbnid=1VfyxLGnah79KM:&ved=0CAgQjRwwAA&url=http://francophilia.com/gazette/?tag=business&ei=AbXJUbOdKoWr4ASU4IHADw&psig=AFQjCNHLgd7eexzaivknsM_knJkNmem8hQ&ust=1372259969820364

http://www.google.es/url?sa=i&source=images&cd=&cad=rja&docid=vMsrMqMwHpQrXM&tbnid=1VfyxLGnah79KM:&ved=0CAgQjRwwAA&url=http://francophilia.com/gazette/?tag=business&ei=AbXJUbOdKoWr4ASU4IHADw&psig=AFQjCNHLgd7eexzaivknsM_knJkNmem8hQ&ust=1372259969820364

http://www.google.es/url?sa=i&source=images&cd=&cad=rja&docid=0Y3mY2b0XkMOWM&tbnid=pJpsrqjujbnsYM:&ved=0CAgQjRwwAA&url=http://chattilandia.wordpress.com/2012/05/14/turkey-country-brand-logo/turkey-country-brand-logo/&ei=SrXJUbD6N8bnPKragdAI&psig=AFQjCNHMI6m2M7oadzkWo6akqjFYHfzqNQ&ust=1372260042969178

http://www.google.es/url?sa=i&source=images&cd=&cad=rja&docid=0Y3mY2b0XkMOWM&tbnid=pJpsrqjujbnsYM:&ved=0CAgQjRwwAA&url=http://chattilandia.wordpress.com/2012/05/14/turkey-country-brand-logo/turkey-country-brand-logo/&ei=SrXJUbD6N8bnPKragdAI&psig=AFQjCNHMI6m2M7oadzkWo6akqjFYHfzqNQ&ust=1372260042969178

http://www.google.es/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&docid=53vysq893CRn0M&tbnid=rx-pHXOPEfpldM:&ved=0CAUQjRw&url=http://chattilandia.wordpress.com/2012/05/13/croatia-country-brand-logo/&ei=s7zJUY64JIesO--2gKgH&bvm=bv.48293060,d.ZWU&psig=AFQjCNH0y34F-Vizq7J04yFT5YX2Yl6uOw&ust=1372260552146211

http://www.google.es/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&docid=53vysq893CRn0M&tbnid=rx-pHXOPEfpldM:&ved=0CAUQjRw&url=http://chattilandia.wordpress.com/2012/05/13/croatia-country-brand-logo/&ei=s7zJUY64JIesO--2gKgH&bvm=bv.48293060,d.ZWU&psig=AFQjCNH0y34F-Vizq7J04yFT5YX2Yl6uOw&ust=1372260552146211

http://www.google.es/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=Bo29NV4hzUMp2M&tbnid=ZoGeeaijaSE4eM:&ved=0CAUQjRw&url=http://www.trulydeeply.com.au/madly/tag/melbourne-logo/&ei=ir7JUYvFGMeiO-GPgMgN&bvm=bv.48293060,d.ZWU&psig=AFQjCNHaTfvghIGL4AiON7e008p4K3yIBQ&ust=1372262399415932

http://www.google.es/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=Bo29NV4hzUMp2M&tbnid=ZoGeeaijaSE4eM:&ved=0CAUQjRw&url=http://www.trulydeeply.com.au/madly/tag/melbourne-logo/&ei=ir7JUYvFGMeiO-GPgMgN&bvm=bv.48293060,d.ZWU&psig=AFQjCNHaTfvghIGL4AiON7e008p4K3yIBQ&ust=1372262399415932

http://www.google.es/url?sa=i&source=images&cd=&cad=rja&docid=k5LknD3WaAcj3M&tbnid=OF_1TWFDXZTwxM:&ved=0CAgQjRwwADgR&url=http://www.tourism-review.com/travel-tourism-magazine-destination-marketing-iconic-cities-with-iconic-campaigns-article1680&ei=Nr7JUYH0LqSL4ASitIG4AQ&psig=AFQjCNGCfzL_TEGh8WlWHvBKXeTc2ziLsw&ust=1372262326817754

http://www.google.es/url?sa=i&source=images&cd=&cad=rja&docid=k5LknD3WaAcj3M&tbnid=OF_1TWFDXZTwxM:&ved=0CAgQjRwwADgR&url=http://www.tourism-review.com/travel-tourism-magazine-destination-marketing-iconic-cities-with-iconic-campaigns-article1680&ei=Nr7JUYH0LqSL4ASitIG4AQ&psig=AFQjCNGCfzL_TEGh8WlWHvBKXeTc2ziLsw&ust=1372262326817754

http://www.google.es/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=1aCfMftU5KVUYM&tbnid=N6kP0Lg1PQi8RM:&ved=0CAUQjRw&url=http://thisisnotadvertising.wordpress.com/2012/11/05/i-amsterdam-the-campaign-to-re-brand-amsterdam/&ei=7L3JUafXKYfwOrKLgMAO&bvm=bv.48293060,d.bGE&psig=AFQjCNHHO3gz6_NvI0jw37PoMHPyuax1eQ&ust=1372262134498982

http://www.google.es/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=1aCfMftU5KVUYM&tbnid=N6kP0Lg1PQi8RM:&ved=0CAUQjRw&url=http://thisisnotadvertising.wordpress.com/2012/11/05/i-amsterdam-the-campaign-to-re-brand-amsterdam/&ei=7L3JUafXKYfwOrKLgMAO&bvm=bv.48293060,d.bGE&psig=AFQjCNHHO3gz6_NvI0jw37PoMHPyuax1eQ&ust=1372262134498982

http://www.google.es/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=wxHirkg_DcZlRM&tbnid=MX9brOUnD5eBYM:&ved=&url=http://blogs.ubc.ca/samanthawalsh/2012/09/22/marketing-ubc-and-the-city-of-vancouver/&ei=m7_JUfypD4jh4QTLoIDYBQ&bvm=bv.48293060,d.bGE&psig=AFQjCNHNvtm_jTBEctrqeK67Ea9V3a4UpQ&ust=1372262683864442

http://www.google.es/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=wxHirkg_DcZlRM&tbnid=MX9brOUnD5eBYM:&ved=&url=http://blogs.ubc.ca/samanthawalsh/2012/09/22/marketing-ubc-and-the-city-of-vancouver/&ei=m7_JUfypD4jh4QTLoIDYBQ&bvm=bv.48293060,d.bGE&psig=AFQjCNHNvtm_jTBEctrqeK67Ea9V3a4UpQ&ust=1372262683864442

http://www.google.es/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=ONET7suZ5ckEbM&tbnid=loSw1AUlPN8eqM:&ved=0CAUQjRw&url=http://cms.ual.es/UAL/universidad/serviciosgenerales/deportes/Pagina/CEU2012ALMERIA_WEBOFICIAL&ei=RsDJUfKRJIfiOpePgbAI&bvm=bv.48293060,d.bGE&psig=AFQjCNElWRmdV_xwy_Qm7x4W4tu2_tMnOQ&ust=1372262812436344

http://www.google.es/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=ONET7suZ5ckEbM&tbnid=loSw1AUlPN8eqM:&ved=0CAUQjRw&url=http://cms.ual.es/UAL/universidad/serviciosgenerales/deportes/Pagina/CEU2012ALMERIA_WEBOFICIAL&ei=RsDJUfKRJIfiOpePgbAI&bvm=bv.48293060,d.bGE&psig=AFQjCNElWRmdV_xwy_Qm7x4W4tu2_tMnOQ&ust=1372262812436344

http://www.google.es/url?sa=i&source=images&cd=&cad=rja&docid=jcFDp5gWRR0SbM&tbnid=RPqLy5s0d_Mi9M:&ved=0CAgQjRwwAA&url=http://www.marijuanadispensaryinsurance.com/resources/city-of-denver-logo/&ei=wsfJUeTfD6Gr4ATeuIH4CA&psig=AFQjCNFI_W0Lc8UPluAdAM3ksLsZxXu6Eg&ust=1372264770315142

http://www.google.es/url?sa=i&source=images&cd=&cad=rja&docid=jcFDp5gWRR0SbM&tbnid=RPqLy5s0d_Mi9M:&ved=0CAgQjRwwAA&url=http://www.marijuanadispensaryinsurance.com/resources/city-of-denver-logo/&ei=wsfJUeTfD6Gr4ATeuIH4CA&psig=AFQjCNFI_W0Lc8UPluAdAM3ksLsZxXu6Eg&ust=1372264770315142

http://www.google.es/url?sa=i&source=images&cd=&cad=rja&docid=Hz2Ry1ipB17QAM&tbnid=QdoZE2oyXtttIM:&ved=0CAgQjRwwAA&url=http://pymes.elfinancierocr.com/node/1597&ei=SMnJUZvcIYv34QT-0YCgAg&psig=AFQjCNGvLNsBktTEdrrF9jPL5A6W_FoiUA&ust=1372265160604386

http://www.google.es/url?sa=i&source=images&cd=&cad=rja&docid=Hz2Ry1ipB17QAM&tbnid=QdoZE2oyXtttIM:&ved=0CAgQjRwwAA&url=http://pymes.elfinancierocr.com/node/1597&ei=SMnJUZvcIYv34QT-0YCgAg&psig=AFQjCNGvLNsBktTEdrrF9jPL5A6W_FoiUA&ust=1372265160604386

http://www.google.es/url?sa=i&source=images&cd=&cad=rja&docid=0VvpPNQeuwdWfM&tbnid=9AMFDNxui3inGM:&ved=0CAgQjRwwAA&url=http://aide-mon-projet.com/aide/region-nord-pas-de-calais-aide-aux-voyages&ei=hsnJUdPwCMaz4ASI-oCADg&psig=AFQjCNHbwq-i2Uh90M5Fbtw0RHTvBFFxLg&ust=1372265222195242

http://www.google.es/url?sa=i&source=images&cd=&cad=rja&docid=0VvpPNQeuwdWfM&tbnid=9AMFDNxui3inGM:&ved=0CAgQjRwwAA&url=http://aide-mon-projet.com/aide/region-nord-pas-de-calais-aide-aux-voyages&ei=hsnJUdPwCMaz4ASI-oCADg&psig=AFQjCNHbwq-i2Uh90M5Fbtw0RHTvBFFxLg&ust=1372265222195242


Why is Place Reputation Important?

As in the case of companies, countries also have their own reputation which has an impact their performance.

Countries with a good reputation welcome more tourists

Countries with a good reputation attract FDI

Countries with a good reputation attract foreign knowledge & talent

Countries with a good reputation increase exports

Countries with a good reputation 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

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


Advancing Reputation Knowledge: Introducing RI’sPlace Reputation Unit

Reputation Institute has created a new business unit conceived from the ever-rising need of countries, regions, and cities to manage their reputation.

This new unit is called Place Reputation Unit


How to Help a Place to Manage its Reputation?

There are three basic elements on place reputation management:

Perceptions tracking Analysis of economic implications Action plans


Emotional Reputation

Rational Reputation

Perceptions Tracking: the Country RepTrak® Model


Analysis of Economic Implications: the Reputation Economy

SupportiveBehaviours

ValueCreation

Perceptions

Direct Experiences

Country Actions & Communications

3rd-party Influence

Stereotypes


Action Planning

Action plans

Strategic

Place Branding (economic arena)

Public Diplomacy (political arena)

TacticalQuick wins in

reputation through specific actions


Action Planning: Tactical Actions

PERCEPTION

Bad

Good

Good

REA

LITY

Communication is required to capitalize on good

reality and overcome poor perceptions

Change is required to alter’reality’ and minimize

reputational risk

Bad

About the Study


2014 Country RepTrak® Study Overview

• Stakeholder Group (Target): General public balanced to the country population on age and gender, and was also controlled for region.

• Country Selection: Largest economies by GDP.

• Data Collection Method : CAWI (online interviews).

• Data Collection Period: From January to February 2014.

• Sample: Over 26,000 consumers from G8 countries.

2014 Country RepTrak® Results


2014 Country RepTrak® – Top 20

75.1

74.6

123456789

10

75.6

73.8

73.7

73.4

72.5

71.1

69.9

76.0

68.5

68.4

11121314151617181920

68.5

66.7

65.8

64.8

64.0

60.6

60.0

69.1Switzerland

Canada

Sweden

Finland

Australia

Denmark

Norway

Netherlands

Germany

New Zealand

Austria

Belgium

Ireland

Japan

UK

France

Italy

Portugal

Singapore

Spain

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=canada+flag&source=images&cd=&cad=rja&docid=hyqW95gNZC7s_M&tbnid=WURaw2xqlXL7nM:&ved=0CAUQjRw&url=http://backinblue.kc-media.net/?p%3D6249&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=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%2BZealand&ei=pxBcUevINImjO6OqgbgB&psig=AFQjCNGmzWi-7CPpJd85YYNZ5fdZsfIUvA&ust=1365074465343752

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%2BZealand&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=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


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

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


The most Reputable Countries are not necessarily the most Economically Relevant

123456789

10*Based on World Bank, IMF, WTO, UNCTAD & UNWTO data.

USA

China

Japan

Germany

France

Brazil

UK

Italy

India

Russia

GDPPopulation TourismFDI

China France

BrazilGermany China

India

UK

China

USAUSA

China

Indonesia SpainJapan

USA

Brazil

TurkeyFrance

Australia

USA

Pakistan

Italy

Bangladesh

Germany

Singapore

Russia RussiaItaly Chile

UK

South Korea Russia

Japan Malaysia

Russia Canada

Nigeria

Netherlands

IrelandUK

Exports

























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=&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=9EPvNsdI-QQkOM&tbnid=HyrgjXTY0j5YQM:&ved=0CAUQjRw&url=http://www.thetouristtravel.com/destino/ver.destino.php?arbol=lugar&idcategoria=2120&ei=kaHJUcPWPIe1PKePgJAI&bvm=bv.48293060,d.ZWU&psig=AFQjCNFAWexhYSEBF4VFtfQj5oWjWWLwpA&ust=1372254981366778














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


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=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=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=&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






but the Happiest Countries are similar

World Happiness Report 2013 (SDSN- United Nations)


Global Peace Index 2013 (Institute for Economics & Peace)

and the Safest Countries…


…and the most Ethical & Transparent countries

Corruption Perceptions Index 2013 (Transparency International)


We have analysed ethics/transparency/corruption

Ethical country with high transparency and low corruption

74.5

74.3

74.0

73.8

72.9

71.3

69.8

68.8

68.3

68.3

67.8

66.7

64.2

63.8

63.3

60.3

55.0

54.3

52.9

50.7

50.3

50.2

47.5

47.2

46.6

46.5

46.4

46.3

44.9

44.7

44.5

44.5

44.0

43.7

42.8

42.4

42.0

41.7

40.5

39.7

39.2

37.6

37.5

37.4

37.2

35.8

34.9

34.7

33.3

31.6

31.5

29.1

29.1

26.9

23.8

Sw

eden

Den

mar

kFi

nlan

dN

orw

ayC

anad

aS

witz

erla

ndA

ustra

liaN

ew Z

eala

ndA

ustri

ath

e N

ethe

rland

sG

erm

any

Bel

gium

Japa

nth

e U

nite

d K

ingd

omIre

land

Fran

ceP

ortu

gal

Spa

inS

inga

pore

Cze

ch R

epub

licIta

lyP

olan

dU

nite

d S

tate

s of

Am

eric

aTa

iwan

Mal

aysi

aQ

atar

Sou

th K

orea

UA

E (in

cl. A

bu D

habi

& D

ubai

)P

eru

Arg

entin

aTh

aila

ndIs

rael

Chi

leB

razi

lG

reec

eP

hilip

pine

sIn

done

sia

Sou

th A

frica

Ven

ezue

laTu

rkey

Kuw

ait

Kaz

akhs

tan

Rom

ania

Sau

di A

rabi

aIn

dia

Alg

eria

Ukr

aine

Mex

ico

Chi

naE

gypt

Col

ombi

aN

iger

iaR

ussi

aP

akis

tan

Iran


2014 Country RepTrak® – Full Ranking I

71.1

72.5

73.4

73.7

73.8

74.6

75.1

75.6

76.0

Netherlands

New Zealand

Denmark

Norway

Australia

Finland

Sweden

Canada

Switzerland

60.0

60.6

64.0

64.8

65.8

66.7

68.4

68.5

68.5

69.1

69.9

Singapore

Portugal

Spain

France

Italy

United Kingdom

Japan

Ireland

Belgium

Austria

Germany

Countries with a strong reputation (1-9) Countries with a moderate reputation (10-20)


2014 Country RepTrak® – Full Ranking II

Countries with a weak reputation (20-48) Countries with a poor reputation (49-55)

40.540.8

42.442.642.743.6

47.047.748.148.148.548.649.0

50.250.350.851.452.352.352.353.053.353.6

55.155.455.556.457.5

Saudi ArabiaColombia

KuwaitUkraine

RomaniaEgyptIsrael

South KoreaIndonesia

TurkeyMexico

VenezuelaIndiaUAEQatar

PhilippinesSouth Africa

GreeceChile

TaiwanMalaysia

PeruArgentinaThailand

PolandCzech Republic

United StatesBrazil

26.9

30.0

34.9

36.3

38.4

39.4

39.5

Iran

Pakistan

Nigeria

Russia

Algeria

China

Kazakhstan


Colombia +7.5%

South Africa +9.0%

Greece +9.4%

Iran +16.0%

Evolution 2013-2014

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=Ged1ZJPyGXrnCM&tbnid=htuNR0vKxNiFjM:&ved=0CAUQjRw&url=http://www.viajejet.com/hinmo-de-sudafrica/bandera-de-sudafrica-3/&ei=eeCkUd65MYHBOPCMgYAG&psig=AFQjCNFylEXNxeVjAbXMGNu7zmrke_yd4A&ust=1369846259035236

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


Peru -2.9%

India -3.4%

Australia -3.1%

Evolution 2013-2014

Evolution of Country RepTrak® in the last year

USA -2.0%

Austria -2.1%








Country RepTrak® in recent years – Top 10

123456789

10

Canada

Sweden

Switzerland

Australia

Norway

New Zealand

Denmark

Netherlands

Austria

Finland

2014 2013 2012 2011 2010

Canada Canada

Australia

AustraliaAustralia

Australia

Sweden

Sweden

Sweden CanadaCanada

Switzerland Switzerland Switzerland

Switzerland

Norway

Norway

Norway

Finland

Sweden

New Zealand

New Zealand

Finland

Finland

FinlandNorway

Austria Austria

AustriaNew Zealand

Denmark DenmarkDenmark

Netherlands Netherlands

NetherlandsNetherlands

Denmark

BelgiumGermany











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



























































































Latin America: On the Rise

Latin American countries maintain a growing trend in their

reputations headed by Colombia (+7,5%) and with very

few exceptions (such as Braziland Peru).

Latin American countries’ reputation has grown an average

of 3% in the last year.

+3%


The end of the ‘Obama Effect’?

The reputation of the USA under the Obama administration has experienced a continuous growing trend that has ended in 2014 with a decrease in its reputation Pulse score…

-2.0%


Greece, second year of reputation recovery

If Greece’s reputation fell dramatically with its

economic crises and default (it was the country

in the study that fell the most in 2012), since then

the trend has been reversed.

Greece is the country that, in percentage terms, improves its reputation the most since 2012.

+9.4% ( +18% since 2012)

http://www.google.es/url?sa=i&source=images&cd=&cad=rja&docid=5DXo2EVVrdPlaM&tbnid=Sqa-TR53gIlrFM:&ved=0CAgQjRwwADgm&url=http://www.europeansealines.com/?page_id=108&ei=A9_KUcPfFOTC7Aam4YCQBw&psig=AFQjCNEHGJKzmTL-1T2CUXI-yKyOcyc1mg&ust=1372336259415688

http://www.google.es/url?sa=i&source=images&cd=&cad=rja&docid=5DXo2EVVrdPlaM&tbnid=Sqa-TR53gIlrFM:&ved=0CAgQjRwwADgm&url=http://www.europeansealines.com/?page_id=108&ei=A9_KUcPfFOTC7Aam4YCQBw&psig=AFQjCNEHGJKzmTL-1T2CUXI-yKyOcyc1mg&ust=1372336259415688




BRIC: Contrasting Results

Of the four BRIC countries, only China significantly improves its reputation.

Russia, India, and Brazillose reputation in 2014

+4%

-3.4%






86.983.9

79.475.4 74.9

71.8 71.7 71.167.1 65.2 64.8

61.8

54.6 53.1 50.6

Australia Canada India Japan Germany Russia UK USA China SouthKorea

Mexico France Brazil Spain Italy

Global mean (68.8)

2014 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





35.6

30.427.7

17.5 16.314.7

13.0

8.3 7.05.1 5.0

-2.9 -3.1

-10.9

-15.2

Russia India China SouthKorea

Mexico USA Australia Canada Japan UK Germany Brazil France Spain Italia

Gap between Internal and External Reputation

Countries with a major gapbetween internal (self-image) and

external perceptions

Countries most critical of themselves

Countries least critical of themselves
























37.2%

35.4%27.4%

Adj R2 = 0.685N = 44643

36.8%

35.3%27.9%

Weights2013

Key Factors in Reputation: Dimension importance


0

20

40

60

80Effective Government

Advanced EconomyAppealing Environment

Switzerland

Sweden

Canada

Greece

Philippines

Indonesia

Reputation Profile of Countries

#1 #1

#1

Countries with a good reputation

present a balanced reputation profile Countries with a bad

reputation have a more uneven

profile






Advanced Economy27.4%

Friendly & welcoming peopleBeautiful countryEnjoyable countryAppealing lifestyle

Safe environmentEthical countryResponsible participant in the global communityProgressive social & economic policiesEffective governmentOperates efficiently Favorable environment for business

High quality products & servicesContributor to global cultureWell-educated & reliable peopleWell-known brandsValues educationTechnologically advanced

Appealing Environment35.4%

Effective Government37.2%

7.06.66.36.05.95.75.5

7.26.66.56.3

5.65.55.44.84.74.2

Key Factors in Reputation: Attribute importance

Adj R2 = 0.687N = 44643


Value Creation: Reputation & Declared Intentions

Live0.77

Buy0.77

Work0.77

Invest0.74

Visit0.72

Study0.75

Attend/organizeevents

0.72


Key Drivers for Influencing Stakeholder Behaviors

Key DriversBeautiful countryEnjoyable countryFriendly & welcoming people

Key DriversAppealing lifestyleSafe environment

Ethical country

Key DriversFavorable environment for businessWell-known brandsTechnologically advanced

VISIT INVEST

LIVE

BUY

Key DriversHigh quality products & servicesWell-known brandsFriendly & welcoming people


Key Drivers for Influencing Stakeholder Behaviors

Key DriversEnjoyable countryBeautiful country

Safe environment

ATTEND/ORGANIZE EVENTS

WORK

STUDY

Key DriversSafe environmentContributor to global cultureWell-known brands

Key DriversSafe environment

Favorable environment for businessAppealing lifestyle


Visit Invest

Live

Supportive Behaviours towards Countries – Top 10

Buy

80.779.979.4

78.677.776.976.476.376.276.0

CanadaAustralia

ItalySwitzerland

SwedenFinlandNorway

New ZealandDenmark

France

71.668.067.867.5

66.566.266.0

64.364.164.0

SwitzerlandGermany

SwedenCanada

AustraliaFinland

JapanDenmark

the NetherlandsNorway

73.172.8

71.570.7

69.268.167.467.266.866.0

CanadaSwitzerland

AustraliaSweden

New ZealandDenmark

Finlandthe Netherlands

NorwayGermany

74.173.472.972.6

71.571.5

69.869.268.868.7

GermanySwitzerland

JapanSwedenCanadaFinland

Denmarkthe Netherlands

AustraliaItaly








Work Study

Attend/Organize events

Supportive Behaviours towards Countries – Top 10

73.072.371.871.0

69.668.868.768.568.2

67.2

SwitzerlandCanadaSweden

AustraliaFinland

DenmarkGermany

the NetherlandsNorway

New Zealand

72.872.271.671.3

70.469.969.269.0

67.967.7

CanadaSwitzerland

SwedenAustraliaGermany

the United KingdomDenmark

Finlandthe Netherlands

United States of America

71.670.770.170.1

68.768.668.468.3

66.766.7

CanadaSweden

AustraliaSwitzerland

NorwayFinland

New ZealandDenmark

ItalyGermany






Intention to VisitCountry Reputation Tourism ($)

0.7 0.6

*Based on World Bank data.

Country Reputation & Tourism

According to the analysis carried out by Reputation Institute, there is a demonstrated correlationbetween 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

Time (date)

Country Reputation & Risk PremiumC

ount

ry R

isk

Prem

ium

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)

*Based on World Bank data.


Today’s Speakers

Alexandre EdelmannHead of Branding & Communication

Presence Switzerland

@fpradoRI

Fernando PradoManaging Partner Latin America & Iberia

Reputation Institute

@AlexandreEd


- Created in 2001, integrated to the FDFA in 2009

- Statutory base and definition of tasks: Federal Act of Parliament

- Strategy for communication abroad: layed down by the Federal Council for four years at a time

- 43 employees (37.7 FTEs)- BudgetCHF 10.2 M (EUR 8.3 M)- Special appropriations for major

events: Olympic Games in Sochi, CHF 3 M (EUR 2.44 M)

Swiss Foreign-Policy Strategy 2012 - 2015

Focus on- relations with neighbouring

States and with EU- enhancing stability in Europe

and in the world- consolidating / diversifying

strategic partnerships and multilateral commitment

Keys of success

Why is Switzerland successful?


HISTORY AND POLITICSCULTURE, TRADITIONS AND VALUES

NeutralityStabilityReliabilityPrecision

Culture(s)MultilinguismWillensnationAdaptation/autonomie

GEOGRAPHYTOURISM

SmallnessBeauty

ECONOMYFINANCEINDUSTRY

BankingWatch industryPharma

Products

EDUCATIONRESEARCHINNOVATION

UniversitiesEPFApprenticeship


CHALLENGES FinanceFiscal Issues

OPPORTUNITIES InnovationEducationPolitical system

protestantismtraditions

HISTORY

neutralitydirect democracy

POLITICS culture(s)multilinguism

CULTUREvalues

worksense of compromise

sense of duty

qualityprecisionreliability

infrastructures

bankingwatch industrypharma

FINANCE

ECONOMY

GEOGRAPHY

no raw materialsmall countrytourism

good servicesinternational organizations

DIPLOMACY

PROSPERITY

TRUST

INVESTMENTS

STABILITY

RESEARCH

EDUCATION

INNOVATION

International communication

Strategy 2012-2015

Education, research, innovation

Innovative policies: transport, energy, environment, health, social issues, finance

Switzerland's political system

Swiss solidarity and good offices

Culture, sports

Different targets:Opinion leadersMediaLarge public

How are we visible?

How are we visible?

ADVANCED ECONOMY EFFECTIVE GOVERNMENT

APPEALING ENVIRONMENT

direct democracy

tourismpeople

securitystabilityreliabilityefficiency

productsbrands

educationinnovationproducts & services

brandshigh-tech

How are we visible?

Tourism, investments

Direct democracy

Sport

Finance, bankingCompanies, products, services

Diplomacy, good services, mediation

Swissness

Swissness 2013

Swissness

Swissness 2013

0%

5%

10%

15%

20%

25%

30%

Produkte Landschaft Banken Trad.Werte

Neutralität Urlaub Wohlstand

Today’s Speakers

Alexandre EdelmannHead of Branding & Communication


@fpradoRI

Fernando PradoManaging Partner Latin America & Iberia


@AlexandreEd


Conclusions 1

• Country reputations can be measured in a similar way to those of people or companies.

• Overall reputation of a country is an emotional perception constructed through direct experience, own communication, third parties’ perspectives and generally accepted stereotypes.

• The overall emotional perception can be explained through different attributes and dimensions. Three main dimensions explain a country’s reputation:

• Quality of life (appealing environment).• Quality of its institutions (effective government).• Level of development (advanced economy).

• Countries with a strong reputation are positively perceived in all three dimensions.

• Australia is perceived as the top country in Quality of Life.• Switzerland is perceived as the top country in terms of the quality of its institutions.• Japan is perceived as the country with a higher level of development.

• Reputation has a strong impact in supportive behaviours of stakeholders that improve a country’s economy: tourist arrivals, foreign direct investment, exports, …


Conclusions 2

• After three years of Canada’s leadership on country reputation, Switzerland takes the first position of the ranking.

• Switzerland, Canada, Sweden, Finland and Australia are the best perceived countries among the population of the most relevant economies of the world.

• China’s reputation experienced a relevant improvement after past years’ falls (+4%).

• Latin American countries still maintain a growth path (average +3%) with very few exceptions. Colombia, in the middle of the negotiations for a peace process, is leading this reputation growth (+7.5%).

• After its deep crisis and the sharp fall of its reputation, Greece has been experiencing a rebound effect in the last couple of years while international media is not paying as much attention to its weak economy (+9.4%).

• Spain (+3.1%) and Italy (+2.9%) have also improved their reputations while some economic indicators started to improve.

• Germany (+2.3%) reaches the top ten for the first time after years of continuous growth of its reputation.


• Understand perceptions and drivers among your stakeholders

• Identify your competitive strengths and points 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

Place Reputation & Brand Management: Best Practices


Thank you

Questions or CommentsPlease post your questions or comments

and continue the discussion…

Download The 2014 Country RepTrak® ReportGo to our website to download

With our local offices - please visit our website:www.reputationinstitute.com/contact-us

www.reputationinstitute.com

Country 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

@Reputation_Inst



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