The World’s Most Reputable Countries 2012

2012 Country RepTrak™
The world’s most reputable countries

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© 2012 Reputation Institute, all rights reserved. 2

Today’s speakers

Nicolas Georges Trad Wally Olins
Executive Partner, Reputation Institute Chairman, Saffron Brand Consultants


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


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


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


This is why places everywhere are competing for attention and
business…

Nations Regions Cities


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


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...


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


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


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


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

13

2012 Country RepTrak™ Insights

The World’s Most Reputable Companies: A Global Study of Consumers in 41 Countries

© 2012 Reputation Institute, all rights reserved.

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 Toluna
Powered by SSI


Country RepTrak™ - Deconstructing emotion…

Emotional Rational explanation
of the emotional


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 Tier

Scoring scale: 0-100
All Score differences > 1.1 are significant at 95% confidence interval


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


#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


#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


#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

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”


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 = 32,858

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”


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


Best practice: Better communicate Australia's 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


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


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


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 learning's
from the best countries?

Nicolas Trad
• Who are your stakeholders and what
Executive Partner do they expect?
ntrad@reputationinstitute.com


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 States

Copyright 2012. Reputation Institute. All Rights Reserved. 31
31

The World’s Most Reputable Countries 2012

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