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Country Rep Rrak 2017 (eng) Reputation Institute

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Estudio sobre la Reputación país de la consultora Reputation Institute llamado Country RepTrak® 2017 que mide la reputación de los 55 países con mayor Producto Interior Bruto (PIB) del mundo. Canadá, Suiza y Suecia son los países con mayor reputación del mundo. España consigue escalar cuatro puntos posicionándose en el puesto decimotercero.

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Country Rep Rrak 2017 (eng) Reputation Institute

  1. 1. 1 2017 Country RepTrak® The World’s Most Reputable Countries Reputa=on Ins=tute June 2017 The World’s View on Countries: An Online Study of the Reputa<on of 55 Countries
  2. 2. 2 Reputa=on Ins=tute is the world’s leading reputa=on-based research advisory firm, founded by Dr. Charles Fombrun and Dr. Cees van Riel in 1997. Reputa=on Ins=tute’s RepTrak® Research is the worlds largest and highest quality norma=ve reputa=on benchmark database. •  7 Dimensions of Reputa=on •  12 Years of Data Indexed •  55 Countries Measured •  15 Stakeholder Groups •  3,000 Companies per Year •  6M Responses per Year Our most prominent management tool is the RepTrak® model for analyzing the reputa=ons of companies and ins=tu=ons – best known via the Forbes-published Global RepTrak® 100, the world’s largest study of corporate reputa=ons. We enable leaders to make business decisions that build and protect reputation capital and drive competitive advantage Knowledge AdviceResearch Insight Strategy Activation Publication Conferences Training Information Analysis Presentation The world leader in Reputa=on Management research c About Reputa=on Ins=tute
  3. 3. 3 Today’s Speakers Fernando Prado Managing Partner Reputa=on Ins=tute @fpradoRI The Honourable Perrin BeaCy President and CEO Canadian Chamber of Commerce Daniel Tisch President and CEO of Argyle Public Rela=onships @DanTisch Country RepTrak® 2017 @PerrinBeatty
  4. 4. 4 •  Country RepTrak® methodology •  The most reputed Countries •  Why is Country Reputa=on important? Agenda
  5. 5. 5 A country brand works as a corporate brand… … endorsing local brands Country RepTrak® 2017 Country Brand Local Brand A Local Brand B Local Brand C Local Brand D
  6. 6. 6 And providing meaning to its posi=oning… … for be^er or worse Country RepTrak® 2017 Country Brand ACributes
  7. 7. 7 The Country RepTrak® Model Emo<onal Reputa=on Ra<onal Reputa=on Country RepTrak® 2017
  8. 8. 8 The reputa=on economy Supportive Behaviours Value Creation Perceptions Direct Experiences Country Actions & Communications 3rd-party Influence Stereotypes Country RepTrak® 2017
  9. 9. 9 2017 Country RepTrak® Study Overview •  Stakeholder Group (Target): General public balanced to the country popula=on on age and gender, and was also controlled for region. •  Country Selec<on: 55 largest economies by GDP. •  Data Collec<on Method : CAWI (online interviews). •  Data Collec<on Period: March 2017. •  Sample: Over 39,000 consumers from G8 countries: •  800 ra=ngs for external image •  300 ra=ngs for self-image •  Addi=onal samples in specific markets. Country RepTrak® 2017
  10. 10. 10 •  Country RepTrak® methodology •  The most reputed Countries •  Why is Country Reputa=on important? Agenda
  11. 11. 11 Country RepTrak®: Top 20 1 Canada +1 11 Austria = 2 Switzerland +2 12 Japan +2 3 Sweden -2 13 Spain +4 4 Australia +1 14 Italy -2 5 New Zealand +2 15 Belgium +1 6 Norway -3 16 Germany +2 7 Finland -1 17 Portugal +2 8 Denmark = 18 United Kingdom -5 9 Netherlands +1 19 France -4 10 Ireland -1 20 Singapore = 82,8 82,8 82,5 81,6 81,1 81,1 80,3 79,8 78,5 77,4 76,8 76,5 74,6 73,8 73,7 72,4 71,8 71,5 71,0 70,1 Position vs 2016 Position vs 2016 Poor/ Lowest Tier Weak/ Vulnerable Avg./ Moderate Strong/ Robust Excellent/ Top Tier 80 + 70-79 60-69 40-59 <40 Norma<ve Scale Country RepTrak® 2017
  12. 12. 12 45 Ukraine 46 Turkey 47 China 48 Colombia 49 Algeria 50 Saudi Arabia 48,9 48,9 48,8 48,0 46,8 43,9 51 Russia 52 Nigeria 53 Pakistan 54 Iran 55 Iraq 40,3 38,8 37,3 32,8 28,3 1 Canada 2 Switzerland 3 Sweden 4 Australia 5 New Zealand 6 Norway 7 Finland 8 Denmark 9 Netherlands 10 Ireland 82,8 82,8 82,5 81,6 81,1 81,1 80,3 79,8 78,5 77,4 11 Austria 76,8 23 Taiwan 24 Poland 25 Peru 26 Greece 27 UAE 28 Malaysia 29 Chile 30 Argentina 64,8 63,0 62,8 62,5 62,5 61,4 60,7 59,9 31 Brazil 32 Indonesia 33 India 59,6 59,2 59,1 41 Qatar 42 Israel 43 Romania 44 Kazakhstan 53,4 52,2 51,3 50,2 34 Philippines 35 South Korea 36 South Africa 37 Mexico 38 USA 39 Venezuela 40 Egypt 57,8 56,8 55,1 55,1 54,7 54,4 53,6 21 Czech Republic 22 Thailand 65,7 65,0 12 Japan 13 Spain 14 Italy 15 Belgium 16 Germany 17 Portugal 18 UK 19 France 20 Singapore 76,5 74,6 73,8 73,7 72,4 71,8 71,5 71,0 70,1 Country RepTrak® 2017 Poor Weak Moderate Strong Excellent 0 40 60 70 80 100
  13. 13. 13 G8 fieldwork: France, Germany, United Kingdom, Italy, United States, Canada, Russia and Japan Reputa=on by country (55 countries with higher GDP) Poor/ Lowest Tier Weak/ Vulnerable Avg./ Moderate Strong/ Robust Excellent/ Top Tier 80 + 70-79 60-69 40-59 <40 Norma<ve Scale Country RepTrak® 2017
  14. 14. 14 Evolu=on of Country RepTrak® in the last year -8.1% -6.4% -5.4% -4.3% 14.3% 13.8% 10.7% 10.5% 8.6% 8.5% 7.5% 6.5% Growth >+6.0% Growth between +3.0% and +6.0% Growth between +2.3% and +3.0% Between -2.3% and +2.3% Decreases between -2.3% and -4.0% Decreases >-4.0% Países que más han mejorado su reputación 14,3% 13,8% 10,7% 10,5% 8,6% 8,5% 7,5% 6,5% 5,6% 5,4% 5,2% 4,5% 4,0% 3,9% 3,9% 3,7% 3,7% 3,7% 3,6% 3,3% 3,2% 3,2% 3,1% 3,0% 2,9% 2,7% 2,6% 2,5% 2,4% 2,3% 2,3% 2,2% 2,2% 2,0% 1,9% 1,6% 1,3% 1,2% 0,8% 0,5% 0,4% 0,2% -0,5% -0,5% -1,4% -1,5% Grecia EAU (incl. Abu Da Egipto India Kazajistán Singapur Arabia Saudí Turquía Tailandia Rumanía España Pakistán Taiwán Ucrania República Checa Corea del Sur Qatar Bélgica Argelia China Suiza Japón Portugal México Polonia Malasia Sudáfrica Chile Nueva Zelanda Alemania Indonesia Colombia Canadá Australia Holanda Austria Dinamarca Suecia Finlandia Noruega Israel Irlanda Argentina Perú Italia Venezuela Greece UAE Egypt India Kazakhstan Singapore Saudi Arabia Turkey Thailand Romania Spain Pakistan Taiwan Ukraine Czech Republic South Korea Qatar Belgium Algeria China Switzerland Japan Portugal Mexico Poland Malaysia South Africa Chile New Zealand Germany Indonesia Colombia Canada Australia Netherlands Austria Denmark Sweden Finland Norway Israel Ireland Argentina Peru Italy Venezuela Países que más han mejorado su reputación Países que más han empeorado su reputación 14,3% 13,8% 10,7% 10,5% 8,6% 8,5% 7,5% 6,5% 5,6% 5,4% 5,2% 4,5% 4,0% 3,9% 3,9% 3,7% 3,7% 3,7% 3,6% 3,3% 3,2% 3,2% 3,1% 3,0% 2,9% 2,7% 2,6% 2,5% 2,4% 2,3% 2,3% 2,2% 2,2% 2,0% 1,9% 1,6% 1,3% 1,2% 0,8% 0,5% 0,4% 0,2% -0,5% -0,5% -1,4% -1,5% -2,0% -2,1% -2,6% -3,0% -3,8% -4,3% -5,4% -6,4% -8,1% Grecia EAU (incl. Abu Dab Egipto India Kazajistán Singapur Arabia Saudí Turquía Tailandia Rumanía España Pakistán Taiwán Ucrania República Checa Corea del Sur Qatar Bélgica Argelia China Suiza Japón Portugal México Polonia Malasia Sudáfrica Chile Nueva Zelanda Alemania Indonesia Colombia Canadá Australia Holanda Austria Dinamarca Suecia Finlandia Noruega Israel Irlanda Argentina Perú Italia Venezuela Francia Brasil Irak Filipinas Reino Unido Irán Nigeria Rusia EEUU Greece UAE Egypt India Kazakhstan Singapore Saudi Arabia Turkey Thailand Romania Spain Pakistan Taiwan Ukraine Czech Republic South Korea Qatar Belgium Algeria China Switzerland Japan Portugal Mexico Poland Malaysia South Africa Chile New Zealand Germany Indonesia Colombia Canada Australia Netherlands Austria Denmark Sweden Finland Norway Israel Ireland Argentina Peru Italy Venezuela France Brazil Iraq Philippines United Kingdom Iran Nigeria Russia United States Country RepTrak® 2017
  15. 15. 15 Familiarity vs Reputa=on Algeria [CELLRANGE] [CELLRANGE] [CELLRANGE] [CELLRANGE] Belgium [CELLRANGE] Brazil Canada [CELLRANGE] [CELLRANGE] [CELLRANGE] [CELLRANGE] [CELLRANGE] Czech Republic Denmark Dominican Republic [CELLRANGE] Egypt [CELLRANGE] Finland France Germany Greece [CELLRANGE] [CELLRANGE] [CELLRANGE] [CELLRANGE] Iran Iraq Ireland [CELLRANGE] Italy Japan Kazakstan Malaysia Mexico Morocco Netherlands New Zealand [CELLRANGE] [CELLRANGE] Norway Pakistan Panama [CELLRANGE] Peru Philippines Poland [CELLRANGE] [CELLRANGE] [CELLRANGE] Romania Russia South Arabia Singapore South Africa South Korea Spain Sweden Switzerland Taiwan Thailand Turkey Ukraine UAE United Kingdom United States [CELLRANGE] [CELLRANGE] 25 35 45 55 65 75 85 95 30 35 40 45 50 55 60 65 70 75 Reputa=on Familiarity Country RepTrak® 2017
  16. 16. 16 1 2 3 4 5 6 7 8 9 10 Canada Sweden Switzerland Australia Norway New Zealand Denmark Netherlands Austria Finland 2014 2013 2012 Canada Australia Australia Sweden Canada Switzerland Switzerland Norway Finland Sweden New Zealand Finland Norway Austria New Zealand Denmark Netherlands Netherlands Denmark Germany Canada Norway Sweden Switzerland Australia Finland New Zealand Denmark Netherlands Belgium 2015 Country RepTrak® Top 10 by Year Canada Switzerland Sweden Australia New Zealand Norway Finland Denmark Netherlands Ireland Sweden Canada Switzerland Australia Norway Finland New Zeeland Denmark Ireland Netherlands 2016 2017 Country RepTrak® 2017
  17. 17. 17 The strengths of Canada's reputa=on Vs. 55 countries average Weight Evo. 2016-2017 Safe place 2 Ethical country 6 Effective Government 8 Progressive social and economic policies 9 Appealing lifestyle 4 Responsible participant 7 Favorable environment for business 14 Operates efficiently 10 Values education 15 Well-educated and reliable workforce 11 Technology 17 High quality products and services 12 Culture 13 Well-known brands 16 Beautiful country 3 Enjoyable country 5 Friendly and welcoming 1 23,5 23,4 22,2 21,1 20,5 19,8 19,3 18,1 17,6 17,3 16,4 15,5 14,7 14,4 14,4 13,3 13,2 1,6% 0,2% 2,0% 1,6% 1,3% 1,5% 0,0% -0,7% 0,5% 0,3% -0,4% -1,1% -0,2% -3,5% 1,1% -0,1% 1,4% Country RepTrak® 2017
  18. 18. 18 USA is the country with the highest reputa=on drop in 2017 51,4 56,6 56,0 57,1 60,6 59,6 60,1 59,5 54,7 40 50 60 70 2009 2010 2011 2012 2013 2014 2015 2016 2017 G8 Country RepTrak® 2017
  19. 19. 19 Vs. 55 countries average Weight Evo. 2016-2017 Well-known brands 16 Technology 17 Culture 13 High quality products and services 12 Values education 15 Favorable environment for business 14 Enjoyable country 5 Appealing lifestyle 4 Well-educated and reliable workforce 11 Beautiful country 3 Responsible participant 7 Progressive social and economic policies 9 Friendly and welcoming 1 Safe place 2 Operates efficiently 10 Effective Government 8 Ethical country 6 25,1 20,8 13,4 11,5 8,6 7,5 5,3 5,3 3,4 0,9 -1,0 -3,8 -4,4 -5,2 -5,8 -7,2 -7,3 0,6% 0,3% 0,5% -0,6% -0,1% -3,3% -0,6% -2,4% -3,6% -1,0% -9,2% -11,8% -4,1% -2,0% -5,8% -21,6% -11,0% Perfil compara=vo: Media de todos los países del estudio Strengths and weaknesses of USA's reputa=on Country RepTrak® 2017
  20. 20. 20 54,5 55,9 64,6 63,0 62,4 65,7 62,9 65,2 62,9 49,3 40 50 60 70 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017 G8 USA´s percep=on in Effec=ve Government Country RepTrak® 2017
  21. 21. 21 50,8 39,9 38,8 33,5 35,3 38,3 43,9 39,4 47,2 52,3 30 40 50 60 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017 United States of America Mexico gains the sympathy of the US ci=zens ater Trump’s threats Mexico’s reputation (RepTrak® Pulse) in the USA Country RepTrak® 2017
  22. 22. 22 33,8 37,7 42,6 43,2 46,4 51,7 30 35 40 45 50 55 60 2012 2013 2014 2015 2016 2017 EEUUEducated and reliable workforce (Mexico in the USA) Mexico gains the sympathy of the US ci=zens ater Trump´s threats Country RepTrak® 2017
  23. 23. 23 30,2 30,2 31,8 30,6 32,4 40,3 32,9 42,5 47,0 20 25 30 35 40 45 50 2009 2010 2011 2012 2013 2014 2015 2016 2017 EEUUI would invest in Mexico (USA) Mexico gains the sympathy of the US ci=zens ater Trump´s threats Country RepTrak® 2017
  24. 24. 24 58,4 53,9 48,7 51,2 49,8 45,7 60,1 61,0 40 45 50 55 60 65 70 2009 2010 2011 2012 2013 2014 2015 2016 2017 EEUUI would visit Mexico (USA) Mexico gains the sympathy of the US ci=zens ater Trump´s threats Country RepTrak® 2017
  25. 25. 25 Opposite effect on USA’s reputa=on in Mexico… The threats of the new president cause rejec=on towards the country. Country RepTrak® 2017 USA’s reputation (RepTrak® Pulse) in Mexico 34,6 41,6 52,0 58,8 57,3 62,4 60,2 52,1 20,0 30,0 40,0 50,0 60,0 70,0 2009 2010 2011 2012 2013 2014 2015 2016 2017 2018
  26. 26. 26 71,5 60,5 60,9 65,3 46,3 40 45 50 55 60 65 70 75 80 2013 2014 2015 2016 2017 México USA is run by an effective government (Mexico) The nega=ve effect is more relevant in some specific a^ributes… Country RepTrak® 2017
  27. 27. 27 72,5 67,7 71,5 76,2 57,4 50 60 70 80 2013 2014 2015 2016 2017 MexicoI would work in the USA (Mexico) … and suppor=ve behaviors Country RepTrak® 2017
  28. 28. 28 Russia’s reputa=on is gevng worse ater previous year peak 39.3 42.8 41.8 39.9 39.9 39.4 38.3 43.0 40.3 30 35 40 45 50 55 60 2009 2010 2011 2012 2013 2014 2015 2016 2017 Country RepTrak® 2017
  29. 29. 29 Major decreases in “ethical country” and “responsible par=cipant in the global community.” Vs. 55 countries average Weight Evo. 2016-2017 Culture 13 Technology 17 Beautiful country 3 Values education 15 Well-educated and reliable workforce 11 High quality products and services 12 Enjoyable country 5 Friendly and welcoming 1 Well-known brands 16 Operates efficiently 10 Effective Government 8 Favorable environment for business 14 Responsible participant 7 Safe place 2 Progressive social and economic policies 9 Appealing lifestyle 4 Ethical country 6 -0,4 -6,6 -7,5 -7,8 -8,2 -11,5 -12,0 -12,8 -12,9 -14,4 -14,7 -15,0 -16,8 -16,8 -18,5 -19,4 -22,9 2,1% -1,3% 4,7% -0,2% 0,1% -1,3% 2,0% 0,8% -6,1% -3,9% -7,0% -4,7% -7,7% -6,0% -6,6% -4,1% -14,2% Country RepTrak® 2017
  30. 30. 30 At the =me China is gaining relevance as a leader in the interna=onal scenario, its reputa=on improves (although it is s=ll weak) 41.3 41.6 43.9 42.9 41.0 42.6 45.7 47.3 48.8 30 35 40 45 50 55 60 2009 2010 2011 2012 2013 2014 2015 2016 2017 Country RepTrak® 2017
  31. 31. 31 Increases in “favourable environment for doing business”, ”well-known brands and companies” and “high quality products and services”, but decreases in “ethical country.” Vs. 55 countries average Weight Evo. 2016-2017 Technology 17 Well-known brands 16 Values education 15 Favorable environment for business 14 Culture 13 Well-educated and reliable workforce 11 Enjoyable country 5 Beautiful country 3 Safe place 2 Friendly and welcoming 1 High quality products and services 12 Effective Government 8 Operates efficiently 10 Responsible participant 7 Progressive social and economic policies 9 Appealing lifestyle 4 Ethical country 6 9,4 7,7 0,5 0,1 -1,2 -2,2 -4,0 -6,4 -7,1 -7,3 -7,4 -7,9 -8,0 -10,3 -11,4 -15,1 -15,5 5,8% 8,8% 4,2% 12,2% 6,5% 4,3% 5,5% 5,6% 3,1% 3,6% 8,2% 5,5% 4,5% -0,8% 0,5% 3,5% -4,4% Country RepTrak® 2017
  32. 32. 32 COUNTRY 2016 REPTRAK® PULSE REPTRAK® INDEX Δ between Pulse and Index Peru 62.8 57.46 5.4 Thailand 65.0 60.10 4.9 New Zealand 81.1 76.77 4.4 Spain 74.6 70.43 4.2 Ireland 77.4 73.38 4.0 Portugal 71.8 67.88 4.0 Brazil 59.6 55.69 3.9 Australia 81.6 77.84 3.7 Egypt 53.6 49.91 3.7 India 59.1 55.51 3.6 EMOTIONAL CONNECTION COUNTRY 2016 REPTRAK® PULSE REPTRAK® INDEX Δ between Pulse and Index United States of America 54.7 63.98 -9.3 Russia 40.3 48.08 -7.8 China 48.8 55.37 -6.5 South Korea 56.8 61.81 -5.0 Saudi Arabia 43.9 48.78 -4.9 Iran 32.8 36.02 -3.3 Qatar 53.4 56.63 -3.2 Israel 52.2 55.36 -3.2 Turkey 48.9 51.43 -2.6 Germany 72.4 74.75 -2.4 Emo=onal halo is when a country’s pulse is higher than the country’s a^ributes scores weighted average Emo=onal disconnect is when a country’s pulse is lower than the country’s a^ributes scores weighted average EMOTIONAL DISCONNECT USA, Russia and China have a much be^er ra=onal evalua=on than their overall reputa=on (emo=onal) score. Country RepTrak® 2017
  33. 33. 33 66.2 68.5 67.4 68.9 68.3 69.8 72.7 74.3 71.5 72.3 67.1 68.2 73.2 70.9 71.7 76.1 74.1 79.6 55 60 65 70 75 80 85 2009 2010 2011 2012 2013 2014 2015 2016 2017 The Brexit effect on the UK reputa=on: it falls externally, but it grows internally. Cameron promises referendum for Brexit The UK voted for the Brexit Olympic Games Scotland Referendum General elec<ons: Conserva<ve party wins Country RepTrak® 2017
  34. 34. 34 72.3 67.1 68.2 73.2 70.9 71.7 76.1 74.1 79.6 73.4 73.7 69.9 68.5 74.0 76.9 79.2 81.7 76.4 64.2 68.5 67.8 69.6 69.1 65.8 72.7 74.3 71.1 55 60 65 70 75 80 85 2009 2010 2011 2012 2013 2014 2015 2016 2017 UK USA Western Europe The Brexit effect on the UK reputa=on Cameron promises referendum for Brexit The UK voted for the Brexit Olympic Games Scotland Referendum General elec<ons: Conserva<ve party wins Country RepTrak® 2017
  35. 35. 35 It has also an effect on suppor=ve behaviors such as “I would invest in the UK”, or “I would work in the UK.” Vs. 55 countries average Evo 2016-2017 STUDY WORK LIVE ATTEND VISIT INVEST BUYING 23,0 16,1 14,0 13,3 12,2 11,9 11,7 STUDY WORK LIVE ATTEND VISIT INVEST BUYING 0,7% -3,4% -2,3% -3,0% 3,0% -3,9% -2,8% Country RepTrak® 2017
  36. 36. 36 Despite serious ins=tu=onal crisis, Brazil’s external reputa=on remains stable Country RepTrak® 2017 56,6 58,7 57,7 58,6 60,7 59,3 61,0 60,9 59,6 65,0 66,8 65,8 63,0 67,2 54,6 49,4 47,5 47,6 40 50 60 70 80 2009 2010 2011 2012 2013 2014 2015 2016 2017 G8 Brazil
  37. 37. 37 Venezuelan reputa=on falls in La=n America while it is steady in G8 due to lack of knowledge of the reality of the country 48,0 50,0 49,1 50,1 53,3 54,6 55,3 54,4 39,2 40,1 30,2 26,6 24,9 20 30 40 50 60 2010 2011 2012 2013 2014 2015 2016 2017 G8 Latam Venezuela Country RepTrak® 2017
  38. 38. 38 Poli=cal environment falls sharply… 40,1 45,7 45,9 47,7 49,5 49,7 50,5 44,2 31,1 33,2 18,5 12,4 5,9 0 10 20 30 40 50 60 2010 2011 2012 2013 2014 2015 2016 2017 G8 Latam Venezuela Venezuela has an effective government Country RepTrak® 2017
  39. 39. 39 45,7 46,5 46,8 47,4 49,0 48,4 46,4 35,6 31,9 21,1 17,6 10,5 0 10 20 30 40 50 60 2010 2011 2012 2013 2014 2015 2016 2017 G8 Latam Venezuela Venezuela is a safe place … and so does “safety” Country RepTrak® 2017
  40. 40. 40 Colombia´s reputa=on has a posi=ve trend since the peace process started 40,3 41,6 42,0 42,3 45,3 47,6 47,0 48,0 46,6 50,2 51,0 53,2 55,3 65,3 68,4 57,0 59,5 58,4 60,5 35 45 55 65 75 2010 2011 2012 2013 2014 2015 2016 2017 G8 Latam Colombia Beginning of the peace process Country RepTrak® 2017
  41. 41. 41 49,4 52,1 57,0 57,8 58,5 57,6 60,4 59,6 59,6 59,6 59,5 45 55 65 75 2012 2013 2014 2015 2016 2017 G8 Latam “Panama papers” scandal had li^le effect on Panama’s overall reputa=on Country RepTrak® 2017
  42. 42. 42 Vs. 55 countries average Weight Evo. 2016-2017 Beautiful country 3 Friendly and welcoming 1 Operates efficiently 10 Appealing lifestyle 4 Safe place 2 Favorable environment for business 14 Effective Government 8 Progressive social and economic policies 9 Enjoyable country 5 Responsible participant 7 Ethical country 6 Well-known brands 16 Well-educated and reliable workforce 11 High quality products and services 12 Values education 15 Culture 13 Technology 17 -0,6 -1,0 -1,2 -1,8 -1,9 -2,8 -3,0 -3,4 -4,3 -5,1 -5,6 -6,5 -6,7 -6,7 -7,2 -8,0 -8,4 0,9% -0,2% -2,6% -2,7% -1,9% -2,4% -1,8% -4,2% -1,7% -7,5% -9,4% -5,9% -1,4% -5,2% -1,8% -4,4% -7,1% … but it did had an effect in certain atributes such as “ethical country”, and “responsable par=cipant in the global community” Country RepTrak® 2017
  43. 43. 43 Spain and Portugal climb in the reputa=on ranking as their economies improve and have greater poli=cal stability… 68.6 70.7 66.8 66.5 65.2 67.1 71.0 70.9 74.6 61.5 64.9 61.3 60.3 64.7 63.8 67.5 69.7 71.8 40 45 50 55 60 65 70 75 80 2009 2010 2011 2012 2013 2014 2015 2016 2017 Spain Portugal Country RepTrak® 2017
  44. 44. 44 Greece improves its reputa=on ater leaving the media headlines 65.7 68.0 58.9 46.5 50.6 55.4 58.6 54.7 62.5 40 45 50 55 60 65 70 75 80 2009 2010 2011 2012 2013 2014 2015 2016 2017 Country RepTrak® 2017
  45. 45. 45 Canada Russia Germany Peru UnitedKingdom UnitedStatesofAmerica Japan Portugal France Morocco Chile Spain Turkey Argentina Mexique Italy Colombia Brazil SouthAfrica 87.8 81.1 80.4 80.1 79.6 78.0 77.3 76.1 73.6 70.9 69.9 67.9 67.7 67.3 64.6 63.6 60.5 47.6 43.3 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 Internal Reputa=on (Self-Image) Poor/ Lowest Tier Weak/ Vulnerable Avg./ Moderate Strong/ Robust Excellent/ Top Tier 80 + 70-79 60-69 40-59 <40 Norma<ve Scale Country RepTrak® 2017
  46. 46. 46 Russia UnitedStatesofAmerica Turkey Peru Colombia Morocco Mexique Chile UnitedKingdom Germany Argentina Canada Portugal France Japan Spain Italy SouthAfrica Brazil 40.8 23.4 18.8 17.3 12.4 11.5 9.5 9.2 8.1 8.1 7.4 5.0 4.3 2.6 0.8 -6.7 -10.2 -11.8 -12.0 Reputa=on difference between internal and external valua=on Most self-critical countriesLeast self-critical countries Country RepTrak® 2017
  47. 47. 47 Key Drivers of Reputa=on: Appealing Environment becomes most important 2017 Country RepTrak® 35.4% 36.1% 36.0% 37.9% 37.2% 36.9% 37.1% 37.0% 27.4% 27.1% 26.9% 25.1% 20% 22% 24% 26% 28% 30% 32% 34% 36% 38% 40% EFFECTIVE GOVERNMENT APPEALING ENVIRONMENT ADVANCED ECONOMY 37.0% 37,9% 25.1% Adj R2 = 0,728 N = 56.000 Country RepTrak® 2017
  48. 48. 48 STATEMENT WEIGHT Has a well-educated and reliable workforce 5,2 Is an important contributor to global culture 5,1 Produces high quality products and services 5,1 Values educa=on 4,4 Has many well-known brands 4,3 Is technologically advanced 3,4 STATEMENT WEIGHT The people of Country are friendly and welcoming 8,4 Is a beau<ful country 7,3 Offers an appealing lifestyle 6,9 Is an enjoyable country 6,7 ADVANCED ECONOMY 25,1% APPEALING ENVIRONMENT 37,9% EFFECTIVE GOVERNMENT 37,0% Adj R2 = 0,734 N = 56.000 STATEMENT WEIGHT Is a safe place 7,7 Ethical country with high transparency and low corrup<on 6,7 Is a responsible par<cipant in the global community 6,3 Has adopted progressive social and economic policies 6,0 Is run by an effec=ve government 6,0 Operates efficiently –it does not impose unnecessary taxes or waste resources 5,6 Offers a favorable environment for doing business 5,0 Country RepTrak® 2017
  49. 49. 49 Australia Canada New Zealand Sweden Italy Switzerland Norway Finland Ireland Netherlands Japan Sweden Switzerland Germany Canada Norway United Kingdom France Finland Denmark Sweden Switzerland Norway Finland Canada Denmark Australia Netherlands New Zealand Austria 1 2 3 4 5 6 7 8 9 10 Advanced Economy Effec<ve Government Appealing Environment Country RepTrak® Top 10 by Dimension Country RepTrak® 2017
  50. 50. 50 •  Country RepTrak® methodology •  The most reputed Countries •  Why is Country Reputa=on important? Agenda
  51. 51. 51 LIVE 0,77 BUY 0,74 WORK 0,75 INVEST 0,73 VISIT 0,71 STUDY 0,73 ATTEND OR ORGANIZE EVENTS 0,70 Rela=onship between reputa=on and suppor=ve behaviors Country RepTrak® 2017
  52. 52. 52 0,0 0,1 0,2 0,3 0,4 0,5 0,6 50 55 60 65 70 75 80 85 Exports/GDP Pulse Exports rate by Pulse score 0,0 0,2 0,4 0,6 0,8 1,0 1,2 50 55 60 65 70 75 80 85 Visitorsper capita Pulse Visitors per capita by Pulse score. The economic impact of country reputa=on For every addi=onal Pulse point, there will be on average an increase of +3.1% in the visitors from a par=cular market, with a mul=plier effect of 15%. Tourism Exports For every addi=onal Pulse point, there will be on average an increase of +1.7% in the exports to a par=cular market, with a mul=plier effect of 1,6%. Country RepTrak® 2017
  53. 53. 53 Visit Invest Live Suppor=ve Behaviours towards Countries – Top 10 Buy Canada Australia New Zealand Switzerland Italy Sweden Norway Finland Ireland Spain 87.2 87.1 86.8 86.4 85.9 85.8 85.0 84.6 84.2 84.1 1 2 3 4 5 6 7 8 9 10 Switzerland Sweden Japan Canada Australia Finland Norway Germany New Zealand Denmark 75.8 75.4 74.8 73.6 72.1 72.0 71.5 71.3 70.8 69.8 1 2 3 4 5 6 7 8 9 10 Canada Australia Switzerland Sweden New Zealand Norway Denmark Finland Austria Italy 80.0 78.4 78.3 77.9 77.6 75.4 75.2 74.4 73.3 71.1 1 2 3 4 5 6 7 8 9 10 Switzerland Sweden Japan Germany Finland Canada Italy Denmark Norway New Zealand 79.5 78.9 78.6 77.0 76.6 76.1 75.9 75.2 74.9 74.5 1 2 3 4 5 6 7 8 9 10 Country RepTrak® 2017
  54. 54. 54 Work Study Attend/Organize events Suppor=ve Behaviours towards Countries – Top 10 Switzerland Canada Sweden Australia Norway New Zealand Finland Denmark Germany Austria 78.9 78.7 78.5 77.9 76.4 75.4 74.6 74.4 72.9 72.4 1 2 3 4 5 6 7 8 9 10 Canada Sweden Switzerland Australia Norway Finland Denmark New Zealand Austria Japan 79.4 79.0 78.7 76.9 76.0 75.9 75.5 75.2 74.1 73.9 1 2 3 4 5 6 7 8 9 10 Sweden Switzerland Finland New Zealand Canada Australia Norway Japan Denmark Austria 78.1 77.7 76.7 76.2 76.1 75.8 74.6 74.6 73.9 73.0 1 2 3 4 5 6 7 8 9 10 Country RepTrak® 2017
  55. 55. 55 Conclusions (1) •  Country reputa<ons can be measured in a similar way to those of people or companies. •  Overall reputa=on of a country is an emo<onal percep<on constructed through direct experience, own communica=on, third par=es’ perspec=ves and generally accepted stereotypes. •  The overall emo=onal percep=on can be explained through different aCributes and dimensions. Three main dimensions explain a country’s reputa=on: •  Quality of life (appealing environment). •  Quality of its ins=tu=ons (effec=ve government). •  Level of development (advanced economy). •  Countries with a strong reputa=on are posi=vely perceived in all three dimensions. •  Australia is perceived as the top country in Quality of Life. •  Sweden is perceived as the top country in terms of the quality of its ins=tu=ons. •  Japan is perceived as the country with a higher level of development. •  Canada takes the first posi<on of the ranking, recovering the leadership it had between 2011 and 2015. Switzerland, Sweden, Australia, New Zeeland complete the top five list of most reputed countries. Country RepTrak® 2017
  56. 56. 56 Conclusions (2) •  USA is the country with the highest reputa<on drop in 2017 driven by important decreases in a^ributes such as “effec=ve government”, “social welfare” or “ethical and transparent country.” •  While Mexico gains the sympathy of the US ci<zens ater President Trump´s threats. •  The external percep=on of La=n-American countries differs from the local perspec=ve probably due to the lack of knowledge of their reality. •  Russia’s reputa<on decreases ater previous year peak, with major drops in “ethical country” and “responsible par=cipant in the global community”. •  At the =me China is gaining relevance as a leader in the interna=onal scenario, its reputa<on improves, although it is s=ll weak. •  Ater the Brexit vote, the reputa<on of UK falls externally but it grows internally. •  A country’s reputa<on has a relevant impact on its economy: increasing one addi=onal Pulse point in a par=cular market entails an average increase of +3.1% in the arrival of visitors from that market and +1.7% of exports to that market. Country RepTrak® 2017
  57. 57. 57 Today’s Speakers Fernando Prado Managing Partner Reputa=on Ins=tute @fpradoRI The Honourable Perrin BeaCy President and CEO Canadian Chamber of Commerce Daniel Tisch President and CEO of Argyle Public Rela=onships @DanTisch Country RepTrak® 2017 @PerrinBeatty
  58. 58. 58 Thank you @Reputa0on_Inst #RepTrak www.reputa0onins0tute.com info@reputa0onins0tute.com

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