Post on 18-Dec-2014
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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
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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
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€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
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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
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Regions Cities
This is why places everywhere are competing for attention and business…
Nations
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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
9 © 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….
10 © 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
11 © 2012 Reputation Institute, all rights reserved.
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
12 © 2012 Reputation Institute, all rights reserved.
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
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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:
16 © 2012 Reputation Institute, all rights reserved.
Country RepTrak™ - Deconstructing emotion…
Emotional Rational explanation
of the emotional
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 © 2012 Reputation Institute, all rights reserved.
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
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#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
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#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
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#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
22 © 2012 Reputation Institute, all rights reserved.
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”
23
n = 19,811 Adj-R2 = 0,772
37.1%
35.5% 27.3%
Reputation Drivers of Country Reputation haven’t changed
© 2012 Reputation Institute, all rights reserved. 23
24 © 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
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”
The World’s Most Reputable Companies: A Global Study of Consumers in 41 Countries
© 2012 Reputation Institute, all rights reserved.
Learning’s from the best
26 © 2012 Reputation Institute, all rights reserved.
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
27 © 2012 Reputation Institute, all rights reserved.
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:
28 © 2012 Reputation Institute, all rights reserved.
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
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 © 2012 Reputation Institute, all rights reserved.
Nicolas Trad Executive Partner
ntrad@reputationinstitute.com
• 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
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
Go to our website to download
With our local offices - please visit our website:
www.reputationinstitute.com/contact-us
www.reputationinstitute.com
Country specific results: Countryreptrak@reputationinstitute.com