The World’s Most Reputable Countries 2012

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The World’s Most Reputable Countries 2012

  1. 1. 2012 Country RepTrak™The world’s most reputable countries
  2. 2. Technical Information Grab Tap Enable attendees to minimize the Control Panel to the side of their desktop and still access viewer tools Audio Attendees can use their computer’s mic/speaker or call in Question and Answer If turned on by organizer, attendees can submit questions and review answers. Broadcast messages will also show here Webinar Info Overview of webinar ID© 2012 Reputation Institute, all rights reserved. 2
  3. 3. Today’s speakers Nicolas Georges Trad Wally Olins Executive Partner, Reputation Institute Chairman, Saffron Brand Consultants© 2012 Reputation Institute, all rights reserved. 3
  4. 4. The volume of global travel will reach all time high in 2012… 2012 is estimated to be a new all-time high of global outbound travel with an estimated growth of… 4% 1 bill People will be travelling globally in 2012… First half of 2012 of global outbound travel is already up by 7% 2 bill People are estimated to travel in 2030…. Source: UNWTO & ITB World Travel Trends© 2012 Reputation Institute, all rights reserved. 4
  5. 5. And tourists are spending more and more per visit… Global outbound travel spending rose faster than the number of trips, indicating higher spending per trip. €828 billion Spending per night rose 4% Source: UNWTO & ITB World Travel Trends© 2012 Reputation Institute, all rights reserved. 5
  6. 6. And countries see an increase in FDI… Despite global economic turmoil, foreign direct investment increased in 2011 with 17%... FDI € £ ¥ $ Estimated that FDI flows will continue to climb in 2012 to around $1.6 trillion Source: UNCTAD© 2012 Reputation Institute, all rights reserved. 6
  7. 7. This is why places everywhere are competing for attention and business… Nations Regions Cities© 2012 Reputation Institute, all rights reserved. 7
  8. 8. Countries use more than ever to differentiate and build reputation $96.8 million $96.0 million $173.8 million $150 million $91.9 million $160 million $80.5 million $50.8 million $56.6 million Source: NY Times© 2012 Reputation Institute, all rights reserved. 8
  9. 9. Like corporations, places need a strong reputation and a brand to stand out from the rest… Places with great reputations Ensures to attract foreign attract tourists... knowledge workers... Brand differentiation makes a place special…. Places with positive reputations are more likely to A positive place reputation attract FDI... attracts business...© 2012 Reputation Institute, all rights reserved. 9
  10. 10. The logic of creating stakeholder support and reputation capital… Direct Experiences Infrastructure Places Culture/symbols People PLACE REPUTATION SUPPORT RESULTS Service Products Tourism receipts What Country Exports Says/Does Visit Branding Marketing Invest Public Politics Relations Live Work Study What Others Say Buy Traditional & Politicians Taxes social media Friends/Family NGOs FDI GDP© 2012 Reputation Institute, all rights reserved. 10
  11. 11. REPUTATION SUPPORT RESULTS Return on investment from a good country reputation Visit Invest Live Work Study Buy Very high correlation (R2 = 0.8) between Country Reputation and 1 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 Direct link between reputation and money: A 5 point increase in Country 2 Reputation leads to 12% increase in Tourism Receipts and 7% increase in Foreign Direct Investment Support & Value Example: Increasing Austria’s Reputation by 5 points will increase its tourism receipts by $2.4 billion Country Reputation© 2012 Reputation Institute, all rights reserved. 11
  12. 12. How can countries work to improve their reputation and differentiate in the market in a systematic way…© 2012 Reputation Institute, all rights reserved. 12
  13. 13. Start mapping out your journey for building a Brand &Reputation Management Strategy 13
  14. 14. 2012 Country RepTrak™ Insights The World’s Most Reputable Companies: A Global Study of Consumers in 41 Countries© 2012 Reputation Institute, all rights reserved.
  15. 15. 2012 Country RepTrak Global Study Overview Nominated countries: • 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 G8 general public: • More than 36,000 people provided their ratings of the 50 countries included in the study Special thanks to Toluna for providing access to their panels of online Special thanks to SSI (Survey Sampling International) for providing access to their panels respondents in Canada and the United States in The Country RepTrak™ study of online respondents in all markets included in The Country RepTrak™ study Powered by TolunaPowered by SSI© 2012 Reputation Institute, all rights reserved. 15
  16. 16. Country RepTrak™ - Deconstructing emotion… Emotional Rational explanation of the emotional© 2012 Reputation Institute, all rights reserved. 16
  17. 17. 2012 Country RepTrak™ Top 10 2012 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) Above 80 Excellent/Top Tier 70-79 Strong/Robust 60-69 Average/Moderate 40-59 Weak/Vulnerable 10 Netherlands 69.52 (0) Below 40 Poor/Bottom TierScoring scale: 0-100All Score differences > 1.1 are significant at 95% confidence interval© 2012 Reputation Institute, all rights reserved. 17
  18. 18. 2012 Country RepTrak™ The Most Reputable Countries in the World Canada retain #1 - 1-25 showing solid 26-50 reputational 26 Poland 51,85 1 Canada 77,77 improvement 27 Argentina 51,38 2 Australia 75,21 28 Taiwan 51,13 3 Sweden 75,16 29 UAE (incl. Abu Dhabi & Dubai) 50,61 4 Switzerland 74,78 30 Puerto Rico 49,17 5 Norway 73,90 Stability in 31 South Korea 47,78 Haiti is one of 6 6 New Zealand 72,94 the top five 32 Chile 47,57 emerging countries 7 Finland 72,05 33 South Africa 47,53 in top 10 in terms of 8 Denmark 71,72 growth – Haiti 34 Mexico 45,51 9 Austria 70,55 Spain maintains same moves up 7 ranks 10 the Netherlands 69,52 score and rank despite 35 Haiti 44,80 economic turmoil 36 Venezuela 44,47 11 Germany 66,32 37 Turkey 44,38 12 Japan 66,25 38 Greece 43,33 Greece continues to 13 Belgium 65,74 decline with a fall of 39 Egypt 43,19 14 the United Kingdom 65,71 Italy continues to more than -12 points - decline and drops 4 40 Israel 42,97 15 Ireland 65,68 moving 17 ranks down ranks and almost -6 41 Bolivia 41,97 16 Spain 63,38 points 42 Ukraine 41,79 17 France 61,16 43 China 39,72 18 Italy 59,00 19 Portugal 57,09 Brazil is the highest 44 Colombia 37,46 ranking Latin 45 Russia 36,77 20 Singapore 56,67 America country 46 Saudi Arabia 36,74 21 Brazil 55,39 47 Nigeria 31,54 22 Thailand 53,95 48 Pakistan 26,59 23 United States of America 53,94 Thailand on top in 49 Iran 21,34 24 Peru 53,37 terms of yearly 25 India 51,93 growth and moving 8 50 Iraq 20,32 ranks up© 2012 Reputation Institute, all rights reserved. 18
  19. 19. #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© 2012 Reputation Institute, all rights reserved. 19
  20. 20. #2 Greece and Italy are a in free-fall whereas Spain is given the benefit of the doubt 2011: 55,8 • Loss of trust globally 2012: 43,3 • Blamed for EU crisis • Drop in willingness to -12.4 invest -6.1 -0.3© 2012 Reputation Institute, all rights reserved. 20
  21. 21. #3 People’s willingness to visit countries or invest in them varies across countries The Japanese and Russian People’s perceptions in populations care more about Germany, Britain and Canada the country’s economy are driven more by the extent to which a country has an effective government 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’ Identifying your key stakeholders and what physical beauty. drives their behaviour is crucial in winning their support© 2012 Reputation Institute, all rights reserved. 21
  22. 22. The Result: Strong Reputation Improves Support .73 Visit .78 Invest .80 Live .80 Work .79 Buy From .78 Study “I would recommend to others to … country X”© 2012 Reputation Institute, all rights reserved. 22
  23. 23. Reputation Drivers of Country Reputation haven’t changed 27.3% 35.5% 37.1% n = 19,811 Adj-R2 = 0,772© 2012 Reputation Institute, all rights reserved. 23 23
  24. 24. Gap Between Country Self-Image and External Perception Some countries’ populations think more highly of their own country than others do (surplus) while others are the opposite (deficit) Country RepTrak™ 2012 Global vs. Self-Image Score Gap 40 Large surplus or deficit inhibit export and 30 reputation building, while a more 20 synchronized position benefits both 10 0 -10 -20 Germany Sweden Russia Belgium Singapore Australia Ireland Norway New Zealand U.S. Denmark U.K. Mexico China Switzerland India Finland France Japan Turkey Colombia Italy Spain South Africa Canada Brazil Taiwan South Korea Portugal Self-Image n = 11,797 Global n = 32,858Q: 1005_1: “Country” has a good reputationQ: 1005_2: I have a good feeling about "Country"Q: 1005_3: I admire and respect “Country”Q: 1005_4: I trust “Country”© 2012 Reputation Institute, all rights reserved. 24
  25. 25. Learning’s from the best The World’s Most Reputable Companies: A Global Study of Consumers in 41 Countries© 2012 Reputation Institute, all rights reserved.
  26. 26. 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© 2012 Reputation Institute, all rights reserved. 26
  27. 27. Best practice: Better communicate Australias intellectual, commercial and creative credentials Proof points – content strategy: > 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© 2012 Reputation Institute, all rights reserved. 27
  28. 28. Best practice: Content strategy - effectiveness > Content strategy tested within Country RepTrak > The 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© 2012 Reputation Institute, all rights reserved. 28
  29. 29. Country Reputation & Brand Management: Best Practices In order to work strategically with your reputation and brand you should 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© 2012 Reputation Institute, all rights reserved. 29
  30. 30. We look forward to continuing the conversation • Where are you on your Reputation Journey? • How much can you improve support through reputation? • How can you leverage the learnings from the best countries? Nicolas Trad • Who are your stakeholders and what Executive Partner do they expect? ntrad@reputationinstitute.com© 2012 Reputation Institute, all rights reserved. 30
  31. 31. Thank You Download The 2012 Country RepTrakTM Report Questions or Comments Please post your questions or comments and Go to our website to download continue the discussion… www.reputationinstitute.com With our local offices - please visit our website: www.reputationinstitute.com/contact-us Country specific results: Countryreptrak@reputationinstitute.com 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 StatesCopyright 2012. Reputation Institute. All Rights Reserved. 31 31

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