2012 Country RepTrak Topline Report

Transcription

1 2012 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.

2 Global Reputation Knowledge and Advice Knowledge Center Advice Group Publications Conferences Training Insight Strategy 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

3 3 Why are Country Reputations Important? The World s Most Reputable Companies: A Global Study of Consumers in 41 Countries

4 Reputation Economy Trust in countries is on the decline Economic climate leads to intensified competition Stakeholders are more informed and more demanding A balanced approach is the key to success 4

5 While trust is eroding, countries are doing more than ever to get noticed Regions Nations Cities 5

6 Like corporations, places need a strong reputation and a brand to stand out from the rest Places with great reputations attract tourists... Ensures to attract foreign knowledge workers... Brand differentiation makes a place special. Places with positive reputations are more likely to attract FDI... A positive place reputation attracts business... 6

7 The logic of creating stakeholder support and reputation capital Direct Experiences Infrastructure Culture/symbols Service Places People Products PLACE REPUTATION SUPPORT RESULTS Tourism receipts Branding Public Relations What Country Says/Does Traditional & social media NGOs Marketing Politics What Others Say Politicians Friends/Family Visit Invest Live Work Study Buy Exports Taxes FDI GDP 7

8 Support & Value Return on investment from a good country reputation REPUTATION SUPPORT Visit Invest Live Work Study Buy RESULTS 1 2 Very high correlation (R 2 = 0.8) between Country Reputation and 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 Reputation leads to 12% increase in Tourism Receipts and 7% increase in Foreign Direct Investment Country Reputation Example: Increasing Austria s Reputation by 5 points will increase its tourism receipts by $2.4 billion 8

9 How can countries work to improve their reputation and differentiate in the market in a systematic way 9

10 Start mapping out your journey for building a Brand & Reputation Management Strategy 10

11 11 The Country RepTrak Model The World s Most Reputable Companies: A Global Study of Consumers in 41 Countries

12 Country RepTrak - Deconstructing emotion Reputation Institute has been measuring reputations rigorously since Our approach is based on a simplified and standardized 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 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 Rational explanation of the emotional 12

13 Country RepTrak Overview The Model Capturing Reputation: Countries cannot Manage what they don t Measure 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 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 13

14 About the Study The World s Most Reputable Companies: A Global Study of Consumers in 41 Countries

15 2012 Country RepTrak Study Overview General Overview Country RepTrak is based on the methodologies of the RepTrak system. Reputation Institute conducted the Country RepTrak study in January February of 2012 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 2012 Country RepTrak study. Selection was 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 as well as themselves, thereby providing a snapshot of the reputation of these markets from the perception of G8 consumers. Over 36,000 consumers from G8 countries provided over 53,000 rating based on their perceptions of the 50 nations included in the study. The list of measured countries: G8 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 study Powered by Toluna 15

16 2012 Country RepTrak Results The World s Most Reputable Companies: A Global Study of Consumers in 41 Countries

17 2012 Country RepTrak Top Canada (0) 2 Australia (1) 3 Sweden (1) 4 Switzerland (0) 5 Norway (1) 6 New Zealand (1) 7 Finland (1) 8 Denmark (1) 9 Austria (0) 10 Netherlands (0) Above 80 Excellent/Top Tier Strong/Robust Average/Moderate Weak/Vulnerable Below 40 Poor/Bottom Tier Scoring scale: All Score differences > 1.1 are significant at 95% confidence interval 17

18 Which Countries do the G8 Rate as the Best Reputed Countries? Country RepTrak 2012 External G8 Scores 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 Q: 1005_1: Country has a good reputation Q: 1005_2: I have a good feeling about "Country" Q: 1005_3: I admire and respect Country Q: 1005_4: I trust Country Canada Australia Sw eden Sw itzerland Norw ay New Zealand Finland Denmark Austria Netherlands Germany Japan Belgium U.K. Ireland Spain France Italy Portugal Singapore Brazil Thailand U.S. Peru India Poland Argentina Taiw an UAE Puerto Rico South Korea Chile South Africa Mexico Haiti Venezuela Turkey Greece Egypt Israel Bolivia Ukraine China Colombia Russia Saudi Arabia Nigeria Pakistan Iran Iraq n = 53, Bottom Tier Top Tier Scoring scale: Scores are calculated as the average of the averages of each G8 country All External G8 Score differences > 1.1 are significant at 95% confidence interval 18 18

19 Global Country RepTrak - Top 10 last 4 years Canada 1 Canada 1 Sweden 1 Switzerland 2 Australia 2 Sweden 2 Canada 2 Canada 3 Sweden 3 Australia 3 Australia 3 Australia 4 Switzerland 4 Switzerland 4 Switzerland 4 Sweden 5 Norway 5 New Zealand 5 Norway 5 Norway 6 New Zealand 6 Norway 6 Finland 6 Finland 7 Finland 7 Denmark 7 Denmark 7 Denmark 8 Denmark 8 Finland 8 Austria 8 Netherlands 9 Austria 9 Austria 9 Netherlands 9 Austria 10 Netherlands 10 Netherlands 10 Belgium 10 Spain Q: 1005_1: Country has a good reputation Q: 1005_2: I have a good feeling about "Country" Q: 1005_3: I admire and respect Country Q: 1005_4: I trust Country 19 19

20 Global Country RepTrak TM Rankings from Rankings from 1-25 Country Country RepTrak Rank Country RepTrak Rank Country RepTrak Rank Country RepTrak 2012 Canada Australia Sw eden Sw itzerland Norw ay New Zealand Finland Denmark Austria Netherlands Germany Japan Belgium U.K Ireland Spain France Italy Portugal Singapore Brazil Thailand U.S Peru India Rank Scoring scale: All Score differences > 1.1 are significant at 95% confidence interval Note: Only Countries fielded for are shown 20 20

21 Global Country RepTrak TM Rankings from Rankings from Country RepTrak Rank Country RepTrak Rank Country RepTrak Rank Country RepTrak Country Poland Argentina Taiw an UAE Puerto Rico South Korea Chile South Africa Mexico Haiti Venezuela Turkey Greece Egypt Israel Bolivia Ukraine China Colombia Russia Saudi Arabia Nigeria Pakistan Iran Iraq Rank Scoring scale: All Score differences > 1.1 are significant at 95% confidence interval 21

22 22 Supportive Behaviors The World s Most Reputable Companies: A Global Study of Consumers in 41 Countries

23 Country Reputations are Linked to Supportive Behaviors 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 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 Visit Invest Live Work Buy From Study I would recommend to others to country X 23 23

24 Which Countries are the Most Attractive for Key Supportive Behaviors? Most Likely to Support The 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 3 rankings of countries based upon each of the supportive behavioral statements we measured towards the 50 countries included in our study. Visit Invest Live Canada Sw itzerland Canada Australia New Zealand is a country I would recommend visiting Canada Sw eden is a country I would recommend investing in Australia Sw itzerland is a country I would recommend living in Scoring scale: All Score differences > 2.3 are significant at 95% confidence interval 24

25 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 to others, 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 reputation and support, demonstrating that building a favorable reputation platform should be a part of a country s overall strategy. --Nicolas G. Trad, Executive Partner, Reputation Institute Canada Sw eden Buy Sw itzerland is a country I would recommend buying products & services from Work Canada Australia Sw itzerland is a country I would recommend working in Study Canada U.K Australia is a country I would recommend studying in Scoring scale: All Score differences > 2.3 are significant at 95% confidence interval 25 25

26 26 Self- Image and External Perceptions The World s Most Reputable Companies: A Global Study of Consumers in 41 Countries

27 Which Countries Like Themselves the Most: Ranking of the Most Reputable Countries based on Self-Perception This suggests that in addition to managing their reputations externally, countries should also invest in building domestic pride to drive positive perceptions both inside and outside the country --Nicolas G. Trad, Managing Partner, Reputation Institute Q: 1005_1: Country has a good reputation Q: 1005_2: I have a good feeling about "Country" Q: 1005_3: I admire and respect Country Q: 1005_4: I trust Country Australia Norw ay Denmark New Zealand Canada Finland Sw itzerland Sw eden Indonesia Singapore Germany India Turkey Taiw an U.S. U.K. South Africa China Ireland Spain South Korea Colombia France Brazil Japan Portugal Italy Vietnam Russia Belgium Mexico n = 11,797 Country RepTrak 2012 Self-Image Scores Scoring scale: Scores are calculated as the average of the averages of each G8 country All Self-Image Country RepTrak Score differences > 2.2 are significant at 95% confidence interval

28 Turkey China Colombia South Africa India Taiwan Russia Singapore U.S. South Korea Norway Denmark Australia New Zealand Finland Germany Brazil U.K. Mexico Canada Switzerland Portugal Sweden Spain France Ireland Italy Japan Belgium Gap Between Country Self-Image and External Perception Which Countries Overestimate or Underestimate Themselves? The chart below shows the gap between internal and external perceptions of country reputation. Turkey, China and Columbia showed the largest perception gap by rating themselves above average while the G8 rated them below average in terms of overall reputation. On the other side of the spectrum Belgium and Japan are countries who rated their own country lower than how others perceived their nation Country RepTrak 2012 Global vs. Self-Image Score Gap Large surplus or deficit inhibit export and reputation building, while a more synchronized position benefits both Self-Image n = 11,797 Global n = 32,858 Q: 1005_1: Country has a good reputation Q: 1005_2: I have a good feeling about "Country" Q: 1005_3: I admire and respect Country Q: 1005_4: I trust Country 28

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 29

30 Thank You About Reputation Institute Reputation Institute is the world s leading corporate reputation consulting firm. Founded in 1997 with a presence in 30 countries, Reputation Institute is the pioneer in reputation management. Through systematic research and analysis, Reputation Institute supports companies in building comprehensive strategies and making operational decisions that align stakeholders with corporate objectives and create tangible economic value. Reputation Institute enables leaders to make business decisions that build and protect reputational capital and drive competitive advantage. For more information, visit: Start the conversation now For country specific results: [email protected] For more information, visit: To find your local office please visit our website: 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 States Copyright Reputation Institute. All Rights Reserved