the world’s most reputable countries 2012

2012 Country RepTrak™

The world’s most reputable countries

2 © 2012 Reputation Institute, all rights reserved.

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Today’s speakers

Nicolas Georges Trad Executive Partner, Reputation Institute

Wally Olins Chairman, Saffron Brand Consultants


The volume of global travel will reach all time high in 2012…

First half of 2012 of global outbound travel is already up by

2012 is estimated to be a new all-time high of global outbound travel with an estimated growth of… 4%

People will be travelling globally in 2012… 1 bill

People are estimated to travel in 2030…. 2 bill

7%

Source: UNWTO & ITB World Travel Trends


€828 billion

And tourists are spending more and more per visit…

Spending per night rose 4%

Global outbound travel spending rose faster than the number of trips, indicating higher spending per trip.

Source: UNWTO & ITB World Travel Trends


And countries see an increase in FDI…

Estimated that FDI flows will continue to climb in 2012 to around $1.6 trillion

Despite global economic turmoil, foreign direct investment increased in 2011 with 17%...

FDI €

$ £ ¥

Source: UNCTAD


Regions Cities

This is why places everywhere are competing for attention and business…

Nations


Countries use more than ever to differentiate and build reputation

$173.8 million

$91.9 million

$96.0 million

$50.8 million

$96.8 million

$80.5 million $160 million

$56.6 million

$150 million

Source: NY Times


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….


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


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


How can countries work to improve their reputation and

differentiate in the market in a

systematic way…

13

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.

2012 Country RepTrak™ Insights


2012 Country RepTrak Global Study Overview

• Online survey - January—March of 2012

• G8 general public - only people who were “somewhat” or “very” familiar

• Country selection based on a combination of the following criteria; a) largest economies, b) largest populations, and c) countries of interest due to recent economic, political, or natural events

• More than 36,000 people provided their

ratings of the 50 countries included in the study

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

Nominated countries:

G8 general public:


Country RepTrak™ - Deconstructing emotion…

Emotional Rational explanation

of the emotional


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


2012 Country RepTrak™

The Most Reputable Countries in the World

1-25 1 Canada 77,77

2 Australia 75,21

3 Sweden 75,16

4 Switzerland 74,78

5 Norway 73,90

6 New Zealand 72,94

7 Finland 72,05

8 Denmark 71,72

9 Austria 70,55

10 the Netherlands 69,52

11 Germany 66,32

12 Japan 66,25

13 Belgium 65,74

14 the United Kingdom 65,71

15 Ireland 65,68

16 Spain 63,38

17 France 61,16

18 Italy 59,00

19 Portugal 57,09

20 Singapore 56,67

21 Brazil 55,39

22 Thailand 53,95

23 United States of America 53,94

24 Peru 53,37

25 India 51,93

Canada retain #1 - showing solid reputational improvement

26-50 26 Poland 51,85

27 Argentina 51,38

28 Taiwan 51,13

29 UAE (incl. Abu Dhabi & Dubai) 50,61

30 Puerto Rico 49,17

31 South Korea 47,78

32 Chile 47,57

33 South Africa 47,53

34 Mexico 45,51

35 Haiti 44,80

36 Venezuela 44,47

37 Turkey 44,38

38 Greece 43,33

39 Egypt 43,19

40 Israel 42,97

41 Bolivia 41,97

42 Ukraine 41,79

43 China 39,72

44 Colombia 37,46

45 Russia 36,77

46 Saudi Arabia 36,74

47 Nigeria 31,54

48 Pakistan 26,59

49 Iran 21,34

50 Iraq 20,32

Thailand on top in terms of yearly growth and moving 8 ranks up

Greece continues to decline with a fall of more than -12 points - moving 17 ranks down

Italy continues to decline and drops 4 ranks and almost -6 points

Brazil is the highest ranking Latin America country

Stability in the top five

Haiti is one of 6 emerging countries in top 10 in terms of growth – Haiti moves up 7 ranks Spain maintains same

score and rank despite economic turmoil


#1 Chinese and Indian brands are gaining in recognition

India and China have improved by 5-8 points over the past four years on the attributes producing high quality products and services, and being

technologically advanced


#2 Greece and Italy are a in free-fall whereas Spain is given the

benefit of the doubt

• Loss of trust globally

• Blamed for EU crisis

• Drop in willingness to

invest

-12.4

2012: 43,3 2011: 55,8

-6.1 -0.3


#3 People’s willingness to visit countries or invest in them varies

across countries

English speaking seem to differ from others polled in the study in that their opinions of other countries in general, are not influenced by the countries’ physical beauty.

People’s perceptions in Germany, Britain and Canada are driven more by the extent to which a country has an effective government

The Japanese and Russian populations care more about the country’s economy

Identifying your key stakeholders and what drives their behaviour is crucial in winning their support


The Result: Strong Reputation Improves Support

Visit

Invest

Live

Work

Buy From

Study

.73

.78

.80

.80

.79

.78

“I would recommend to others to … country X”


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

Some countries’ populations think more highly of their own country than others do (surplus) while others are the opposite (deficit)

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”


Best practice: Background

> Australian Government has made huge

investments in the past years

> Administered by the Australian Trade

Commission

> The way a country is perceived matters

diplomatically and economically

> Strong link between global reputation

and our ability to attract investment,

talent, students, visitors and attention.

> Australia’s reputation is good but could

be improved. RepTrak used to track

KPIs and to prioritize message and

activities across markets


Best practice: Better communicate Australia's intellectual, commercial

and creative credentials

> Stories that prove Australia is as

clever as it is beautiful

> Showcasing contemporary

Australian capability via our talented

people at home and abroad

> iPad app (monthly editions) +

australiaunlimited.com

> iPhone, android, windows coming

soon

> All content published under common

creative licence

Proof points – content strategy:


Best practice: Content strategy - effectiveness

> Content strategy tested within Country RepTrak

framework.

> Results for Australia are better among those exposed

to Australia Unlimited content

> Improvements in both markets a result of

converting uncertainty into positive ratings, and

reduction of negative perceptions

> For all activities/articles within each market, a

substantial proportion of those surveyed stated a

link between article/activity and their willingness

to support Australia

> Contributed to an increase in both FDI and

tourism receipts in 2011

> The


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


Nicolas Trad Executive Partner

[email protected]

• Where are you on your Reputation Journey?

• How much can you improve support through reputation?

• How can you leverage the learning's from the best countries?

• Who are your stakeholders and what do they expect?

We look forward to continuing the conversation

mailto:[email protected]

31

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

31 Copyright 2012. Reputation Institute. All Rights Reserved.

Thank You

Questions or Comments Please post your questions or comments and

continue the discussion…

Download The 2012 Country RepTrakTM Report

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www.reputationinstitute.com

Country specific results: [email protected]

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the world’s most reputable countries 2012

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