The world’s most reputable cities in 2011

Learnings from City RepTrak™ 2011 The world’s most reputable cities 30 November 2011The World’s View on Cities: Learnings From An Online Study of Consumers in 15 CountriesRepTrak™ is a registered trademark of Reputation Institute.© 2011 Reputation Institute, all rights reserved.

Global Reputation Knowledge and AdviceKnowledge Center Advice Group Publications Insight Conferences Strategy Training Activation Reputation Institute Our Global Value Proposition: We enable leaders to make business decisions that build and protect reputation capital and drive competitive advantage. 2

Contents1.The context of City Reputation2.Insights from City RepTrak™ 20113.Working strategically with City Reputation 3

City Reputation – the contextThe World’s Most Reputable Companies: A Global Study of Consumers in 41 Countries

Locations everywhere are competing for attention and business Nations Regions Cities 5

Like corporations and countries, cities need a strong reputation • Attract tourists • Attract business • Attract foreign knowledge workers • Attract foreign capital 6

City Reputations lead to appeal and stakeholder support An emotional bond… … that ensures support • Tourists will visit your city • Visitors will recommend your city as a place to visit • Companies will want to do business in your city • Investors will invest in your city and the region • People will want to study, work or live in your city • The media will look for your city’s point of view 7

How City Reputation is explained Reputation is Driven by Three Dimensions RepTrak™ measures them 8

City RepTrak™ Overview – the Model Advanced Economy  Produces many unique and well-respected products and services  Is the headquarters location of many leading companies  Is technologically advanced 4 Pulse questions  Is financially stable and has great potential for future growth  Offers a favorable environment for doing business 3 Dimensions 13 Attributes Appealing Environment  Is a beautiful city  Offers a wide range of appealing experiences, including food, sport, architecture, and entertainment  Is home to many well-known artists, scientists, inventors, writers, athletes, and politicians Effective Administration  Offers a safe environment for visitors and residents  Has a well-developed structure of political and legal institutions  Follows progressive social, economic, and environmental policies  Has an adequate infrastructure of transportation, communications, and public institutions  Is run by well-respected leaders 9

The creation and impact of City ReputationDirect ExperiencesInfrastructure ProductsServices People REPUTATION SUPPORTBusiness Attractions What the City  Visit Says and Does  Invest  LiveBranding Marketing  WorkPublic PoliticsRelations FDI What Others Say Tourism ReceiptsTraditional & PoliticiansSocial Media Friends/FamilyNGOs GDP Taxes 10

Return on investment from a good location reputation Direct link between reputation and money: 10% increase in Country Reputation leads to 11% increase in Tourism Receipts and 2% increase in Foreign Direct Investment Support & Value Example: Increasing Brazil’s Reputation by 10% will increase its tourism Location Reputation receipts by $680 million 11

City Reputations are directly linked to supportive behaviors Recommend As a Place to Visit (Top 2 Box) 70,0% 64,8% 60,0% 50,0% 40,0% 30,0% 27,1% 20,0% 10,0% 0,0% Top 10 Bottom 10 n = 4.480 n = 2.355 12

Meaning better reputation leads to stronger support5 point improvement on City RepTrak™ score = 7,2% increase on “Willingness to Visit” City RepTrak™ Pulse vs. Visit (Top 2 Box) 80,00% Paris 70,00% Rome Barcelona London New York Florence 60,00% Geneva Brussels Visit (Top 2 box) 50,00% 40,00% 30,00% 20,00% Tehran Baghdad Adj R² = 0,900 10,00% 30,00 35,00 40,00 45,00 50,00 55,00 60,00 65,00 70,00 75,00 City RepTrak Pulse 13

Which stakeholders are important to cities and why? Regulators People • Work in the city • Recommend • Live in the region • Benefit of doubt • Study in the city • Support our activities Companies • Invest in the region • Do business in the region • Recommend to others Tourists • Visit the city • Recommend • Benefit of the doubt Media • Consult before writing Investors Opinion Makers • Use as case story • Invest in the region • Engage in dialogue • Benefit of the doubt • Recommend as investment • Recommend • Benefit of the doubt • Benefit of the doubt 14

City RepTrak™ 2011 results 1. 100 most reputable cities 2. City vs. Country reputation 3. Drivers of City Reputation 4. Geographic highlightsThe World’s Most Reputable Companies: A Global Study of Consumers in 41 Countries

About the City RepTrak 2011 study - Methodology Overview April to May 2011 100 high-profile cities 35,000 respondents  largest populations  General Public  largest GDP  Somewhat or very  highest levels of tourism familiar in order to rate Online questionnaire in 15 countries: Australia, Brazil, Canada, China, France, Germany, India, Italy, Japan, Mexico, Russia, South Korea, Spain, UK, and USA 17

City RepTrak™ 2011: measuring 100 cities from 59 countries Amsterdam Dublin Luanda Rio de Janeiro Athens Dusseldorf Lyon Rome Atlanta Edinburgh Macau Ryad Auckland Florence Madrid San Francisco Baghdad Frankfurt Manila Santiago Bali Geneva Mecca Sao Paulo Bangalore Guangzhou Melbourne Seattle Bangkok Hangzhou Mexico City Seoul Barcelona Helsinki Miami Shanghai Beijing Ho Chi Minh City Milan Shenzhen Berlin Hong Kong Montreal Singapore Bogota Houston Moscow St.Petersburg Boston Istanbul Mumbai Stockholm Brussels Jakarta Munich Sydney Budapest Johannesburg Nairobi Taipei Buenos Aires Karachi New Delhi Tehran Cairo Kiev New York Tel Aviv Cancún Kolkata/Calcutta Orlando Tokyo Cape Town Kuala Lumpur Osaka Toronto Caracas Lagos Oslo Vancouver Chicago Las Vegas Paris Venice Chongqing Lima Pattaya Vienna Copenhagen Lisbon Phuket Warsaw Dhaka London Port-au-Prince Washington DC Dubai Los Angeles Prague Zurich 18

City RepTrak™ 2011Ranking of Cities (1-25) City RepTrak™ 2011 Pulse Scores 1 London 71,85 2 Geneva 70,97 3 Sydney 70,93 4 Vienna 70,76 5 Venice 70,70 6 Rome 70,64 7 Barcelona 70,49 8 Oslo 70,48 9 Florence 70,39 10 Vancouver 70,24 11 Paris 69,87 12 Copenhagen 69,12 13 Stockholm 69,00 14 Brussels 68,43 15 Prague 68,27 16 Helsinki 68,05 17 Toronto 67,90 18 Montreal 67,39 19 Munich 67,33 20 Madrid 67,24 21 Amsterdam 67,16 22 Edinburgh 67,07 23 San Francisco 66,94 24 Dublin 66,90 25 New York 66,59 n= 10.807 19

City RepTrak™ 2011Ranking of Cities (26-50) City RepTrak™ 2011 Pulse Scores 26 Milan 66,59 27 Lisbon 66,21 28 Melbourne 65,75 29 Athens 65,74 30 Zurich 65,67 31 Berlin 65,60 32 Frankfurt 65,48 33 Tokyo 65,39 34 Orlando 64,52 35 Auckland 64,18 36 Bali 63,77 37 Seattle 63,71 38 Singapore 63,47 39 Dusseldorf 63,41 40 Atlanta 62,82 41 Los Angeles 62,77 42 Chicago 62,35 43 Miami 62,12 44 Osaka 62,06 45 Budapest 61,91 46 Hong Kong 61,80 47 Boston 61,48 48 Lyon 61,27 49 Phuket 60,61 50 Washington DC 59,96 n = 9.553 20

City RepTrak™ 2011Ranking of Cities (51-100) City RepTrak™ 2011 Pulse Scores City RepTrak™ 2011 Pulse Sc 51 Santiago 59,54 76 Macau 52,96 52 Buenos Aires 59,46 77 Bangkok 52,61 53 Houston 59,09 78 Mumbai 52,34 54 St.Petersburg 59,00 79 Cairo 52,31 55 Cancún 58,35 80 Beijing 52,28 56 Kiev 58,03 81 New Delhi 51,71 57 Warsaw 57,92 82 Manila 51,63 58 Shanghai 57,84 83 Ryad 51,51 59 Las Vegas 57,73 84 Tel Aviv 51,27 60 Dubai 57,70 85 Lima 51,26 61 Rio de Janeiro 57,46 86 Bogota 51,04 62 Cape Tow n 57,31 87 Kolkata/Calcutta 50,86 63 Seoul 57,18 88 Caracas 50,45 64 Pattaya 57,00 89 Port-au-Prince 50,36 65 Sao Paulo 56,57 90 Mexico City 50,20 66 Taipei 56,06 91 Jakarta 50,17 67 Mecca 56,05 92 Karachi 49,65 68 Johannesburg 55,41 93 Chongqing 49,05 69 Kuala Lumpur 55,12 94 Hangzhou 48,64 70 Moscow 54,83 95 Ho Chi Minh City 47,70 71 Shenzhen 54,36 96 Nairobi 47,47 72 Bangalore 54,13 97 Guangzhou 47,42 73 Lagos 53,85 98 Luanda 47,03 74 Dhaka 53,00 99 Tehran 36,26 75 Istanbul 53,00 100 Baghdad 34,58 n = 7.919 n = 7.030 21

City RepTrak™ 2011 results 1. 100 most reputable cities 2. City vs. Country reputation 3. Drivers of City Reputation 4. Geograhpic highlightsThe World’s Most Reputable Companies: A Global Study of Consumers in 41 Countries

How did the Countries perform in 2011?Country RepTrak™ The most reputable countries in the world 1-25 26-50 1 C anada 74,8 26 Poland 50,9 2 Sweden 74,7 27 India 50,3 3 Australia 74,3 28 Peru 50,2 4 Switzerland 74,2 29 UAE 50,0 5 New Zealand 73,1 30 Thailand 49,9 6 Norway 73,1 31 C hile 49,7 7 Denmark 71,9 32 PuertoRico 47,4 8 Finland 70,5 33 South Africa 46,7 9 Austria 69,4 34 South Korea 46,6 10 Netherlands 68,7 35 Mexico 46,0 11 Germany 68,3 36 Turkey 46,0 12 Japan 67,2 37 Egypt 45,9 13 Belgium 65,6 38 Venezuela 45,4 14 Italy 64,6 39 Bolivia 42,4 15 UK 64,2 40 Ukraine 42,2 16 Spain 63,7 41 Israel 41,9 17 Ireland 63,6 42 Haiti 41,8 18 France 62,1 43 C hina 40,7 19 Portugal 58,1 44 Saudi Arabia 38,8 20 Singapore 58,0 45 Russia 38,6 21 Greece 55,8 46 C olombia 37,1 22 Brazil 54,6 47 Nigeria 30,9 23 USA 52,9 48 Pakistan 27,2 24 Argentina 52,0 49 Iran 22,7 25 Taiwan 51,3 50 Iraq 21,8 23

City RepTrak™ vs. Country RepTrak™ scores 80,0 Switzerland C openhagen Vienna France 75,0 Spain UK Italy Oslo Helsinki Indonesia USA 70,0 Brussels Buenos Aires Stockholm Athens Thailand South Africa Amsterdam China Lisbon Saudi Arabia Canada 65,0 Dublin Russia Mexico Santiago Warsaw Australia Brazil Auckland Germany Singapore 60,0 Kiev Japan Dubai Tel Aviv Seoul 55,0 TaipeiCity RepTrak™ Lagos Istanbul C airo Bogota Lima 50,0 Karachi C aracas India Cities in general seem to rate Port-au-Prince 45,0 higher than their home 40,0 countries, suggesting an ability 35,0 Tehran to rise over national issues – Baghdad but interestingly the pattern 30,0 reverses at the top right corner 25,0 (high country scores) 20,0 20,0 25,0 30,0 35,0 40,0 45,0 50,0 55,0 60,0 65,0 70,0 75,0 80,0 Country RepTrak™ 24

Zoom in on 50 – 80 point range (top right corner) 80,0 Switzerland C openhagen Vienna France 75,0 Spain UK Italy Oslo Helsinki Indonesia USA 75,0 70,0 Brussels Buenos Aires Stockholm Athens Thailand South Africa Amsterdam China Lisbon Saudi Arabia London Canada 65,0 Dublin Russia Mexico Santiago Warsaw Australia Vienna Geneva Venice Brazil Oslo Sydney Auckland Germany Barcelona Rome Singapore 70,0 60,0 Kiev Florence C openhagen Vancouver Japan Paris Dubai Helsinki Stockholm Tel Aviv Seoul Brussels San Francisco Munich Toronto 55,0 Madrid Taipei Montreal Edinburgh AmsterdamCity RepTrak™ New York LagosAthens Istanbul Milan Lisbon C airo Dublin Berlin Bogota Lima Frankfurt Zurich Melbourne Tokyo 65,0 50,0 Karachi Orlando C aracas India Auckland Port-au-Prince Seattle Dusseldorf 45,0 Los Angeles Atlanta Miami C hicago Singapore Osaka Boston Buenos Aires 60,0 40,0 Lyon Warsaw Washington DC Houston Cities in the top-rated countries 35,0 Tehran Baghdad Las Vegas Rio de Janeiro (Canada, Sweden, Australia, Sao Paulo Taipei Switzerland, New Zealand) did 55,0 30,0 Bangalore not manage to match their Lima 25,0 Mumbai New Delhi countries’ scores Kolkata/Calcutta 50,0 20,0 50,0 20,0 25,0 55,0 30,0 35,0 60,0 40,0 45,0 65,0 50,0 55,0 70,0 60,0 65,0 75,0 70,0 75,0 80,0 Country RepTrak™ 25

What drives reputations of cities? (dimensions) Cities’ general appeal (culture, beauty) counts 28,7% 36,5% for more than their economic advantages in driving overall reputation – among the general public 34,8% n = 12.100 27

Top Ten Cities by Dimension Score Effective Adm inistration Advanced Econom y Appealing Environm ent Oslo 71,18 New York 73,38 Paris 76,75 Geneva 71,16 Tokyo 71,76 Rome 76,25 Sydney 70,62 London 71,28 Vienna 75,61 Stockholm 69,80 Paris 70,76 Sydney 75,34 Vienna 69,03 Munich 69,68 Barcelona 75,14 London 69,03 Geneva 69,61 Florence 72,81 Munich 68,97 Stockholm 68,15 London 72,74 Vancouver 68,96 San Francisco 67,86 Amsterdam 72,65 Copenhagen 68,78 Sydney 67,74 Vancouver 72,58 Amsterdam 68,76 Amsterdam 67,66 Venice 72,28 n = 4.233 n = 4.809 n = 4.857 28

What drives reputations of cities? (attributes) 6,7% 10,3% Most impactful attributes 6,8% 8,4% within Appeal and 5,4% 8,3% Administration, but all attributes are fairly 7,4% 8,0% balanced in impacting 6,7% 7,2% overall reputation 10,7% 7,7% 6,6% n = 12.100 29

4. Europe, North America and Oceania dominate ranking Oceania – 66.95 South America – 55.11 Europe – 66.45 Asia – 53.51 North America – 61.62 Africa – 52.23 London 1 Montreal 18Vancouver 10 Vienna 4 Toronto 17 Geneva 2 Tokyo 33 Laos 73 Singapore 38 Rio de Janeiro 61 Bali 36 Sydney 3 Sao Paulo 65 Johannesburg 68 Buenos Aires 52 Cape Town 62 Melbourne 28 Auckland 35 31

Enhancing City ReputationThe World’s Most Reputable Companies: A Global Study of Consumers in 41 Countries

City Reputation Management best practicesCities should work strategically to build their reputation: Identify relevant stakeholders and understand their perceptions Assess and articulate competitive strengths and point of difference Align activities with strategy and stakeholder expectations Build KPIs to ensure accountability Monitor success on an ongoing basis 33

About Reputation Institute Reputation Institute is the world’s leading reputation consulting firm. As a pioneer in the field of brand and reputation management, Reputation Institute helps companies unlock the power of reputation. With a presence in 30 countries, Reputation Institute is dedicated to advancing knowledge about reputation and shares best practices and current research through client engagement, memberships, seminars, conferences, and publications such as Corporate Reputation Review and Reputation Intelligence. Reputation Institute’s Reputation Pulse is the largest study of corporate reputations in the world, identifying what drives reputation and covering more than 1,500 companies from 32 countries annually. Reputation Institute provides specific reputation insight from more than 15 different stakeholder groups and 24 industries, allowing clients to create tangible value from intangible stakeholder feelings. Visit ReputationInstitute.com to learn how you can unlock the power of your reputation. For more information, e-mail info@reputationinstitute.com Reputation Institute info@reputationinstitute.com www.ReputationInstitute.com Australia • Belgium • Bolivia • Brazil • Canada • Chile • China • Colombia • Denmark • 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 2010. Reputation Institute. All Rights Reserved.

The world’s most reputable cities in 2011

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