Índice de reputación de país RepTrak

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Informe ejecutivo del Country RepTrak 2013 del Reputation Institute.

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Índice de reputación de país RepTrak

  1. 1. Copyright © 2011 Reputation Institute. All rights reserved. 1 2013 Country RepTrak™ Topline Report The World’s View on Countries: An Online Study of the Reputation of 50 Countries RepTrak™ is a registered trademark of Reputation Institute. © 2013 Reputation Institute, all rights reserved.
  2. 2. Copyright © Reputation Institute. All rights reserved. About Reputation Institute 2
  3. 3. 1. The Importance of Country Reputation
  4. 4. 4Copyright © Reputation Institute. All rights reserved. Why is Country Reputation important? As in the case of companies, countries also have their own reputation which has influence in various spheres. 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
  5. 5. 5Copyright © Reputation Institute. All rights reserved. The Reputation Economy applied to Country Reputation Supportive Behaviors Value Creation Perceptions Direct Experiencies Country’s Actions & Communications 3rd-party Influences Stereotypes
  6. 6. 2. Country RepTrak™ Methodology
  7. 7. 7Copyright © Reputation Institute. All rights reserved. The Key Indicator of Reputation Reputation Institute has been measuring reputations rigorously since 1999. Our approach is based on a simplified and standardized model for measuring reputations internationally. The 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.
  8. 8. 8Copyright © Reputation Institute. All rights reserved. Underlying the Pulse score are three dimensions that influence perceptions of a country and its reputation, or the rational bond between stakeholder and country. It is the importance of these 3 dimensions which drive country reputation and stakeholder support include Advanced Economy, Appealing Environment and Effective Government. Emotional Reputation Rational Reputation Country RepTrak™ Model: from Emocional to Rational
  9. 9. 9Copyright © Reputation Institute. All rights reserved. Country RepTrak™ Model: Country Reputation Attributes 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 Country 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.
  10. 10. 10Copyright © Reputation Institute. All rights reserved. I would recommend visiting the country I would recommend living in the country I would recommend working in the country I would recommend investing in the country I would recommend buying products/services originating from the country I would recommend studying in the country Having a strong reputation improves support. An increasingly globalized world with intensified competition makes country reputations matter more than ever. Attracting FDI, tourists, high skilled workforce and being able to sell the products of the country abroad are facilitated by having a strong country reputation. This model shows the correlation between supportive behaviors and external reputation overall for 2013. Country RepTrak™ Model: Reputation & Value Creation
  11. 11. 3. Research Design
  12. 12. 12Copyright © Reputation Institute. All rights reserved. 2013 Country RepTrak™ Study Overview • Stakeholder Group (Target): 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: – Largest economies – Countries of interest due to recent economic, political or natural events. • Data Collection Method : CAWI (online interviews). • Data Collection Period: From January to March 2013. • Sample: Over 27,000 consumers from G8 countries provided over 34,000 rating based on their perceptions of the 50 nations included in the study.
  13. 13. 4. Country RepTrak™ 2013 Results
  14. 14. 14Copyright © Reputation Institute. All rights reserved. 2013 Country RepTrak™ – Top 20 76.3 76.1 1 2 3 4 5 6 7 8 9 10 76.5 74.1 73.3 72.5 71.8 70.6 70.6 76.6 67.1 66.2 11 12 13 14 15 16 17 18 19 20 67.6 65.1 63.9 63.4 62.0 61.6 58.3 68.3Canada Sweden Switzerland Australia Norway New Zealand Denmark Netherlands Austria Finland Germany Ireland Belgium Japan UK France Italy Portugal Singapore Spain Scoring scale: 0-100 All score differences > 1.6 are significant at 95% confidence interval
  15. 15. 15Copyright © Reputation Institute. All rights reserved. 76.6 76.5 76.3 76.1 74.1 73.3 72.5 71.8 70.6 70.6 68.3 67.6 67.1 66.2 65.1 63.9 63.4 62.0 61.6 58.3 57.8 57.4 54.9 54.3 53.2 52.7 51.5 51.0 50.7 50.2 49.3 47.4 47.2 47.2 47.0 46.8 46.1 45.8 45.5 43.9 43.7 43.3 40.1 37.8 37.8 36.7 34.0 28.8 22.6 21.2 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40 41 42 43 44 45 46 47 48 49 Global mean (54,6) 50 Scoring scale: 0-100 All score differences > 1.6 are significant at 95% confidence interval 2013 Country RepTrak™
  16. 16. 16Copyright © Reputation Institute. All rights reserved. Country RepTrak™ in recent years – Top 10 1 2 3 4 5 6 7 8 9 10 Canada Sweden Switzerland Australia Norway New Zealand Denmark Netherlands Austria Finland 2013 2012 2011 2010 2009 Canada Canada AustraliaAustraliaAustralia Australia Sweden Sweden Sweden Canada Canada Switzerland Switzerland Switzerland Switzerland Norway Norway Norway Norway Sweden New Zealand New Zealand Finland Finland Finland Finland Austria Austria Austria Austria Denmark Denmark Denmark Netherlands Netherlands Netherlands NetherlandsDenmark Belgium Spain
  17. 17. 17Copyright © Reputation Institute. All rights reserved. Very poor Country RepTrak™ in recent years (1-25) Scoring scale: 0-100 All score differences > 1.6 are significant at 95% confidence interval
  18. 18. 18Copyright © Reputation Institute. All rights reserved. ExcellentVery poor Scoring scale: 0-100 All score differences > 1.6 are significant at 95% confidence interval Country RepTrak™ in recent years (26-50)
  19. 19. 19Copyright © Reputation Institute. All rights reserved. Portugal 7.3% Italy 7.7% Greece 8.5% Pakistan 7.5% Nigeria 7.3% Saudi Arabia 8.3% Evolution 2012-2013 Evolution of Country RepTrak™ in the last year Scoring scale: 0-100 All score differences > 1.6 are significant at 95% confidence interval
  20. 20. 20Copyright © Reputation Institute. All rights reserved. Spain -2.2% Argentina -2.4% South Africa -1.7% China -5.0% India -2.5% UAE -2.7% Evolution 2012-2013 Evolution of Country RepTrak™ in the last year Scoring scale: 0-100 All score differences > 1.6 are significant at 95% confidence interval
  21. 21. 21Copyright © Reputation Institute. All rights reserved. 91.0 84.8 75.9 74.6 71.0 70.9 69.9 69.3 69.0 67.6 67.2 64.6 61.9 60.5 54.8 Australia Canada India Germany Japan the United Kingdom Russia China United States of America Mexico Brazil France South Korea Italy Spain Global mean (70,2) 2013 Country RepTrak™ - Internal Reputation (Self-Image) Scoring scale: 0-100 All score differences > 2.3 are significant at 95% confidence interval
  22. 22. 22Copyright © Reputation Institute. All rights reserved. Gap between Internal and External Reputation 33.2 31.4 25.3 20.6 14.9 14.7 11.6 9.4 8.2 6.3 5.8 4.8 1.2 -3.5 -7.3 Russia China India Mexico Australia South Korea United States of America Brazil Canada Germany the United Kingdom Japan France Italy Spain Countries with a major gap between internal (self-image) and external perceptions Countries most critical of themselves Countries least critical of themselves
  23. 23. 23Copyright © Reputation Institute. All rights reserved. 36.8% 35.3%27.9% Adj R2 = 0.656 N = 42360 37.1% 35.5%27.3% Weights 2012 Key Factors in Reputation: Dimension & Attribute Weights
  24. 24. 24Copyright © Reputation Institute. All rights reserved. 0 20 40 60 80 Effective Government Advanced EconomyAppealing Environment Switzerland Sweden Canada Egypt Haiti Greece Reputation Profile of Countries (Dimensions) #1 #1 #1 Countries with a good reputation present a balanced reputation profile Countries with a bad reputation have a more uneven profile
  25. 25. 25Copyright © Reputation Institute. All rights reserved. Advanced Economy 27.9% Friendly & Welcoming People Appealing Lifestyle Enjoyable Country Beautiful Country Safety International Participation Institutional Environment Social & Economic Policies Efficient Use of Public Resources Business Environment High Quality Products & Services Culture Well-Educated & Reliable Workforce Well-Known Brands Values Education Technology Appealing Environment 35.3% Effective Government 36.8% 7.8 7.1 6.8 6.5 6.4 5.8 8.1 7.1 6.7 6.4 5.9 5.6 5.2 5.1 5.0 4.5 Adj R2 = 0.681 N = 42360 Key Factors in Reputation: Dimension & Attribute Weights +0.5 -0.4 Evolution 2012-2013
  26. 26. 26Copyright © Reputation Institute. All rights reserved. 79.0 80.6 80.6 80.8 81.4 81.4 81.7 82.3 83.8 84.1 Finland Austria Ireland New Zealand Norway Sweden Italy Canada Australia Switzerland 73.9 74.2 76.0 76.2 76.6 77.4 77.7 78.3 79.1 80.2 Japan New Zealand Denmark Austria Sweden Spain Canada Switzerland Australia Italy 73.8 73.9 74.0 74.4 75.6 76.0 77.1 77.3 78.9 79.0 Austria the Netherlands Italy New Zealand Denmark Norway Canada Sweden Australia Switzerland 73.4 73.9 73.9 74.0 74.5 74.8 75.9 76.0 76.3 77.0 Spain the Netherlands Switzerland Norway New Zealand Denmark Italy Sweden Canada Australia Beautiful Country 6.4% 7.1% 8.1% 6.7%Enjoyable Country Friendly & Welcoming PeopleAppealing Lifestyle Weights Country RepTrak™ Attributes – Top 10
  27. 27. 27Copyright © Reputation Institute. All rights reserved. 69.7 70.9 71.2 72.0 72.3 73.7 73.9 75.0 75.6 77.3 Austria Germany Australia Finland the Netherlands Canada Norway Denmark Switzerland Sweden 68.6 68.7 69.1 70.2 70.5 71.6 72.5 72.5 73.5 74.8 New Zealand the Netherlands Finland Germany Norway Australia Denmark Switzerland Canada Sweden 69.1 70.5 70.5 71.3 72.4 72.9 73.0 73.4 75.2 77.1 New Zealand the Netherlands Finland Germany Norway Australia Canada Denmark Sweden Switzerland Business Environment 5.8% 6.5% 7.1% 6.8%Institutional Environment International ParticipationSocial & Economic Policies 7.8% 6.4%Efficient Use of Public ResourcesSafety 70.7 70.9 71.2 71.6 72.0 73.3 73.4 74.4 74.5 78.1 Japan the Netherlands Austria Norway Germany Denmark Australia Canada Sweden Switzerland 73.1 73.3 74.5 74.6 74.6 75.8 76.4 77.0 77.2 80.1 New Zealand the Netherlands Australia Finland Austria Norway Denmark Sweden Canada Switzerland 68.2 68.7 69.1 70.2 70.3 70.5 71.0 71.1 73.4 74.8 the Netherlands Austria Germany Finland Canada Australia Denmark Norway Sweden Switzerland Weights Country RepTrak™ Attributes – Top 10
  28. 28. 28Copyright © Reputation Institute. All rights reserved. 69.4 69.5 69.9 71.4 72.5 72.8 75.2 76.2 76.9 77.6 Austria the Netherlands Australia Norway Denmark Canada Sweden Germany Japan Switzerland 66.4 66.6 68.5 69.4 71.3 72.5 74.4 75.0 76.2 79.5 Canada Denmark the United Kingdom France Sweden Italy Germany Switzerland United States of America Japan 69.2 69.6 70.1 70.4 71.1 71.4 72.1 72.4 72.5 74.6 Australia Denmark Austria Switzerland United States of America the United Kingdom France Sweden Germany Italy 66.7 68.2 68.3 68.5 70.7 71.7 72.0 73.3 73.5 81.0 Australia Norway Finland Denmark Canada Sweden Switzerland United States of America Germany Japan 72.6 72.7 72.9 73.7 73.8 74.8 75.1 76.8 77.2 78.2 Austria Finland Australia Germany Norway Denmark Canada Japan Sweden Switzerland 72.6 72.9 73.1 74.5 75.2 75.3 75.4 75.4 77.4 78.0 Austria Finland Australia Germany Norway Canada Japan Denmark Sweden Switzerland High Quality Products & Services 5.9% 5.6% 4.5% 5.1%Well-Known Brands TechnologyCulture 5.2% 5.0%Values EducationWell-Educated & Reliable Workforce Weights Country RepTrak™ Attributes – Top 10
  29. 29. 29Copyright © Reputation Institute. All rights reserved. Visit 0.71 Invest 0.74 Live 0.77 Work 0.76 Buy 0.76 Study 0.75 Value Creation: Reputation & Declared Willingness
  30. 30. 30Copyright © Reputation Institute. All rights reserved. 76.5 77.1 77.3 77.4 77.9 78.7 80.1 80.3 80.8 80.8 New Zealand Denmark Spain Austria Norway Sweden Australia Canada Italy Switzerland 63.1 63.4 63.5 64.6 64.8 66.6 67.5 67.9 68.3 71.7 Austria Japan New Zealand Denmark Norway Germany Sweden Australia Canada Switzerland 64.9 66.4 66.8 68.6 68.7 68.7 70.8 72.4 72.7 73.1 Germany the Netherlands Austria Denmark Norway New Zealand Sweden Switzerland Australia Canada Visit Invest Live Key Drivers Beautiful Country Enjoyable Country Friendly & Welcoming People Key Drivers Appealing Lifestyle Safety International Participation Key Drivers Business Environment Efficient Use of Resources Technology Supportive Behaviors towards Countries – Top 10
  31. 31. 31Copyright © Reputation Institute. All rights reserved. 66.4 68.3 68.5 68.9 69.8 70.2 70.9 71.6 73.3 73.3 United States of America Denmark Norway Austria Germany the United Kingdom Sweden Australia Canada Switzerland 67.8 69.1 69.1 69.6 69.7 70.9 71.5 73.3 74.2 75.0 Finland Norway Italy Australia Denmark Japan Canada Sweden Germany Switzerland 65.7 66.8 67.3 68.1 68.3 69.2 71.2 71.2 73.6 74.5 the Netherlands New Zealand Austria Denmark Germany Norway Sweden Australia Canada Switzerland Work Buy Study Key Drivers Safety Appealing Lifestyle Business Environment Key Drivers Safety Values Education Culture Key Drivers High Quality Products & Services Well-Known Brands Friendly & Welcoming People Supportive Behaviors towards Countries – Top 10
  32. 32. 4. The Economic Impact of Country Reputation
  33. 33. 33Copyright © Reputation Institute. All rights reserved. Reputation & Reality: a Balance between Management & Communication Risk Opportunity PERCEPTION Bad Good Good REALITY Communication is required to capitalize on good reality and overcome poor perceptions Change is required to alter ’reality’ and minimize reputational risk Bad
  34. 34. 34Copyright © Reputation Institute. All rights reserved. Reputation & Reality: Country Reputation & Competitiveness 2013CompetitivenessIndex 2013 Country RepTrak™ *Based on IMD World Competitiveness Yearbook (WCY) 2013 Reputational Risk Communication Opportunity When comparing actual data obtained from real-world measurements, such as the competitiveness of countries, with data on their reputations, the result is this matrix. It shows that certain countries have a strong communication opportunity, while others find themselves in a position of reputation risk.
  35. 35. 35Copyright © Reputation Institute. All rights reserved. Intention to VisitCountry Reputation Tourism ($) 0.7 0.6 *Based on World Bank data. Reputation & Reality: Country Reputation & Tourism According to the analysis carried out by Reputation Institute, it is clear that there is a demonstrated correlation between the reputation of a country, and the income received from tourism. *Pearson correlation..
  36. 36. 36Copyright © Reputation Institute. All rights reserved. -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 CountryRiskPremium Time (date) Set of countries with weaker reputations (China, India, USA, Poland & Greece) Set of counties with stronger reputations (Canada, Sweden , Norway, Switzerland & Australia) Reputation & Reality: Country Reputation & Risk Premium *Based on World Bank data. 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 1000%.
  37. 37. 37Copyright © Reputation Institute. All rights reserved. -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) Reputation & Reality: Country Reputation & Risk Premium *Based on World Bank data. CountryRiskPremium 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)
  38. 38. 5. About Reputation Institute
  39. 39. 39Copyright © Reputation Institute. All rights reserved. About Reputation Institute Reputation Institute is the world’s leading reputation-based advisory firm, founded by Dr. Charles Fombrun and Dr. Cees van Riel in 1997. We enable many of the world’s leading companies to make more confident business decisions that build and protect reputation capital and drive competitive advantage. Our most prominent management tool is the RepTrak® model for analyzing the reputations of companies and institutions – best known via the Forbes-published Global RepTrak® 100, the world’s largest study of corporate reputations. Businesses and executives regularly discover best practices in reputation management by affiliating with our Knowledge Center and participating in its learning programs and networking events. Reputation Institute has offices and associates in 30 countries around the world. For more information, visit: www.reputationinstitute.com • For country specific results: countryreptrak@reputationinstitute.com • For more information, visit: www.reputationinstitute.com/contact-us • To find your local office please visit our website: www.reputationinstitute.com/contact-us 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 Join the Discussion Please post your questions or comments to continue the discussion…

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