2011_country_reptrak_report

8/4/2019 2011_country_reptrak_report

1/24

RepTrak is a registered trademark of Reputation Institute. 2011 Reputation Institute, all rights reserved.The Worlds View on Countries: An Online Study of the Reputation of 50 Countries

2011 Country RepTrak Topline ReportLearnings from the Most Reputable Countries in the World


2/24

2

Global Reputation Knowledge and Advice

Publications

Conferences

Training

Insight

Strategy

Alignment

Our Global Value Proposition:

We enable leaders to make business decisionsthat build and protect reputation capital and

drive competitive advantage.

Reputation Institute

Knowledge Center Advice Group

2011 Reputation Institute, all rights reserved.


3/24

The Worlds Most Reputable Companies: A Global Study of Consumers in 41 Countries

Why are Country Reputations Important?


4/24

4

Country Reputations are Vital in Driving Support

Strong reputation buildspolitical diplomacy...

Countries with great reputationsattract tourists...

Countries with positive reputationsare more likely to attractFDI

A positive country reputationsupports companies



5/24

5

Reputation Economy

Trust in countries is on the decline

Economic climate leads to intensifiedcompetition

Stakeholders are more informed andmore demanding

Balanced approach is key to success



6/24

6

While trust is eroding, countries are doing more than ever to get noticed

Made in Britain

gets new logoAs globalization

advances and as more and

more companies move

their production to more



7/24


The Country RepTrak Model


8/248

Reputation Management

Reputation Institute has been measuring reputations rigorously since 1999. Our approach is based on a simplified andstandardized 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 bondbetween stakeholder and country. It is the importance of these 3 dimensions which drive country reputation and stakeholdersupport include Advanced Economy, Appealing Environment and Effective Government.

RationalEmotional 2011 Reputation Institute, all rights reserved.


9/249

Country RepTrak Overview The Model

Capturing Reputation: Countries cannot Manage what they dont MeasureCountry 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


10/2410

InfrastructureCulture/symbolsService

PlacesPeopleProducts

Direct Experiences

Branding

PublicRelations

Marketing

Politics

What Country

Says/Does

Traditional &Social Media

NGOs

Politicians

Friends/Family

What Others Say

REPUTATION SUPPORT

The creation and impact of reputation

Visit

Invest

Live Work

Study

Buy

RESULTS

FDI

Tourism

Receipts

Exports

GDP


11/2411

Copyright 2011 Reputation Institute. All rights reserved.


About the Study


12/2412

2011 Country RepTrak Global Study Overview

General Overview

Country RepTrak is based on the methodologies of the RepTrak system. Reputation Institute conducted the Country RepTrak study in JanuaryMarch of 2011

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 2011 Country RepTrak study. Selectionwas 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 aswell as themselves, thereby providing a snapshot of the reputation of these markets from the perception of G8 consumers. Over 42,000consumers from G8 countries provided over 60,000 rating based on their perceptions of the 50 nations included in the study.

.

A rgentina Finland Mex ico Singapore USA

Australia France Netherlands South Africa Venezuela

Austria Germany New Zealand South Korea

Belgium Greece Nigeria Spain

Bolivia Haiti Norw ay Sw eden

Brazil India Pakis tan Sw itzerland

Canada Iran Peru Taiw an

Chile Iraq Poland Thailand

China Ireland Portugal Turkey

Colombia Is rael Puer toRico UAE

Denmark Italy Russia UK

Egypt Japan Saudi A rabia Ukraine

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 studyPowered by Toluna



13/2413



2011 Country RepTrak Results


14/2414

CanadaSwedenAustralia

SwitzerlandNew Zealand

Norw ayDenmarkFinlandAustria

NetherlandsGermany

JapanBelgium

ItalyUK

SpainIrelandFrance

PortugalSingapore

GreeceBrazil

USArgentina

Taiw anPoland

IndiaPeruUAE

ThailandChile

PuertoRicoSouth A fricaSouth Korea

Mexico

TurkeyEgypt

VenezuelaBolivia

UkraineIsraelHaiti

ChinaSaudi Arabia

RussiaColombia

NigeriaPakistan

IranIraqn = 61,868

Country RepTrak 2011 External G8 Scores74.7674.6674.2574.16

73.12

73.0971.9370.51

69.4368.6968.32

67.2365.57

64.6164.24

63.6863.55

62.1458.1258.00

55.7754.56

52.8752.02

51.3550.87

50.2950.1849.9549.9149.75

47.4146.7446.58

45.99

45.9845.9245.39

42.3742.1741.8741.83

40.7038.8338.64

37.0830.91

27.1722.65

21.78

Ranking of the Most Reputable Countries in the World

Q: 1005_1: Country has a good reputation

Q: 1005_2: I have a good f eeling about "Country"

Q: 1005_3: I admire and respect C ountry

Q: 1005_4: I trust Country

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

Scoring scale: 0-100

Scores are calculated as the average ofthe averages of each G8 country

All Score differences > 1.0 are significant at 95%confidence interval

Top Tier

Bottom Tier



15/2415

Global Leaders Across 3 Dimensions of Country Reputation

Scoring scale: 0-100. All Score differences > 1.0 are significant at 95%confidence interval

Country Produces high quality products and services

Country Has many well-known brands

Country is Technologically advanced

Country is an important contributor to global culture

Country Values education

Country has Well-educated workforce

Country is a beautiful country

Country is an Enjoyable country

Country has an Appealing lifestyle

Countrys People are friendly and welcoming

Country has a Favourable environment for doing business

Country is Run by an effective government

Country has Adopted progressive social and economic policies

Country is a Responsible participant in the global community

Country shows Operating efficiency

Country Is a safe place

Effective Government, Advanced Economy and Appealing EnvironmentWe have proven that 3 dimensions influence the perceptions of a country and its reputation, or the rational bond between stakeholderand country. The rankings below represent the top 10 countries within each dimension of reputation.

Most significantly consumers from the G8 perceived Japan as having the most Advanced Economy while Switzerland, Sweden andCanada are ranked high within the dimensions of Effective Government and Appealing Environment.

Please answer the following questions on a scale of 17, where 1means I strongly disagree and 7 means I strongly agree.


New Zealand Australia Denmark

Finland Denmark Spain

Netherlands Finland Austria

Australia Canada New Zealand

Germany US Norw ay

Canada Sw itzerland Canada

Denmark Norw ay Italy

Sw eden Germany Sw itzerland

Norw ay Sw eden Sw eden

Effective Government Advanced Economy Appealing Environment

Sw itzerland Japan Australia74.55

73.72

72.49

71.55

70.91

70.69

70.59

70.39

69.13

68.99

77.19

74.72

72.59

72.24

69.56

68.99

68.74

68.67

68.16

67.70

79.36

77.94

77.70

77.59

77.17

76.94

76.73

75.16

74.45

74.33


16/2416



Supportive Behaviors


17/2417

Country Reputations are Linked to Supportive Behaviors

I would recommend to others to country X

Study

Visit

Invest

Live

Work

Buy From

.72

.74

.79

.78

.77

.75


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 valued exports are facilitated by having a strong country reputation.

This model shows the correlation between supportive behaviors and external reputation


18/2418

Return on Investment from a Strong Country Reputation

Example:Increasing Support by 10%in Brazil will increasetourism receipts by $680millionCountry Reputation

Supp

ort&V

alue

Very high correlation (R2 = 0.8) between Country Reputation andconsumers willingness to: Visit, Live in, Invest in, Buy Products and

Services from, Study in and Work

2

1

Direct link between reputation and country revenue:10% increase in Country Reputation leads to 11% increase in TourismReceipts, and 2% increase in Foreign Direct Investment



19/2419

Which Countries are the Most Attractive for Key Supportive Behaviors?

Scoring scale: 0-100All Score differences > 1.9 are significant at 95% confidence interval

Sweden

Visit

Australia

Sw itzerland

Canada

Italy

New Zealand

is a country I would recommend

visiting

Norway

France

Denmark

Japan

81.92

81.38

80.69

80.24

79.80

79.33

78.75

77.55

77.46

77.08

Invest

Sw itzerland

Austria


investing in

New Zealand

Norway

Denmark

Japan

Canada

Sweden

Germany

Australia

71.47

67.00

66.60

65.55

65.32

65.04

63.86

63.73

62.43

62.23

Live

Canada

Netherlands

Norway

Austria

Finland


living in

Australia

Sw itzerland

New Zealand

Sweden

Denmark

73.09

72.47

71.91

70.99

70.02

67.81

67.01

66.88

66.09

65.12

Most Likely to SupportThe 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 10 rankings of countries based upon each of thesupportive behavioral statements we measured towards the 50 countries included in our study.



20/2420

Scoring scale: 0-100All Score differences > 1.9 are significant at 95% confidence interval

Switzerland

Italy

Denmark

Buy

Germany

Japan

Sweden

Canada


buying products & services from

Finland

Australia

Norw ay

74.22

73.29

73.12

72.26

69.80

69.52

68.22

67.98

67.88

67.58

Denmark

Germany

Netherlands

Austria


working in

Switzerland

Australia

Sweden

New Zealand

Norw ay

Work

Canada 71.90

71.81

70.49

69.72

68.15

67.32

67.20

66.67

66.41

66.01

Study


studying in

New Zealand

Austria

UK

Denmark

Germany

Switzerland

Canada

Australia

Sweden

Norw ay

71.60

71.40

71.34

70.46

70.40

68.64

67.39

67.25

67.16

66.57

Which Countries are the Most Attractive for Key Supportive Behaviors?(continued)

When people trust, admire and have a good feeling about a country, not only are they more likely to recommend key supportive behaviors toothers, 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 reputationand support, demonstrating that building a favorable reputation platform should be a part of a countrys overall strategy .

--Nicolas G. Trad, Executive Partner, Reputation Institute



21/2421



Self- Image and External Perceptions


22/2422

New Zealand

Australia

FinlandCanada

Norway

India

Switzerland

Austria

Sweden

Denmark

Singapore

Chile

Netherlands

Germany

ThailandTurkey

Taiwan

Poland

US

UK

South Africa

China

Spain

France

Malaysia

Brazil

South Korea

Bolivia

Japan

Argentina

Ireland

Russia

Belgium

Portugal

Italy

Hungary

Greece

n = 59,546

Country RepTrak 2011 Self-Image Scores89.69

87.28

84.5684.33

82.7081.88

81.53

80.89

78.48

77.7477.03

76.76

76.06

74.61

74.5373.71

72.56

71.83

71.58

68.19

67.87

67.8567.77

67.62

66.71

65.79

65.70

64.7564.16

64.02

62.34

61.69

60.79

59.1657.17

57.11

39.86

Which Countries Like Themselves the Most:Ranking of the Most Reputable Countries based on Self-Perception

This suggests that in

addition to managing theirreputations externally,countries should also investin building domestic pride todrive positive perceptionsboth inside and outside thecountry

--Nicolas G. Trad,Executive Partner,Reputation Institute

22


Q: 1005_2: I have a good f eeling about "Country"

Q: 1005_3: I admire and respect CountryQ: 1005_4: I trust Country

Scoring scale: 0-100

Scores are calculated as the average ofthe averages of each G8 country

All Score differences > 1.6 are significant at 95%confidence interval



23/2423

Self-Image n = 59,546

Global n = 43,673

Country RepTrak 2011 Global vs. Self-Image Score Gap

-20

-10

0

10

20

30

40

India

Tu

rkey

C

hina

C

hile

Thailand

Ru

ssia

Bo

livia

Taiwan

SouthA

frica

Po

land

SouthK

orea

Singa

pore

US

NewZea

land

Fin

land

Australia

Argentina

Au

stria

B

razil

Norway

Canada

Switzerland

Netherlands

Germ

any

Denmark

France

S

pain

UK

Sweden

Portugal

Ire

land

Japan

Belgium

Italy

Greece

Gap Between Country Self-Image and External Perception


Q: 1005_2: I have a good feeling about "Country"

Q: 1005_3: I admire and respect Country

Q: 1005_4: I trust Country

Which Countries Overestimate or Underestimate Themselves?

The chart below shows the gap between internal and external perceptions of country reputation. India, Turkey and China showedthe largest perception gap by rating themselves above average while the G8 rated them below average in terms of overallreputation. On the other side of the spectrum Belgium, Italy and Greece are countries who rated their own country lower than

how others perceived their nation.



24/24

Australia 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

About Reputation InstituteReputation Institute is the worlds leading corporate reputation consulting firm. Founded in 1997, with apresence in 30 countries, we are the pioneer in reputation management. Through systematic research andanalysis, Reputation Institute supports companies to build comprehensive strategies and make operationaldecisions that are designed to align stakeholders with corporate objectives creating tangible economic value.We enable leaders to make business decisions that build and protect reputational capital and drive competitiveadvantage.

For more information, visit: www.reputationinstitute.com

Questions or CommentsFor more information about the Country RepTrak orspecific questions about how you can start yourreputation journey please contact us at [email protected]

To find your local office please visit our website www.reputationinstitute.com/contact
http://www.reputationinstitute.com/mailto:[email protected]://www.reputationinstitute.com/contacthttp://www.reputationinstitute.com/contactmailto:[email protected]://www.reputationinstitute.com/

2011_country_reptrak_report

Documents

Transcript of 2011_country_reptrak_report