Country Rep Rrak 2017 (eng) Reputation Institute

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
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
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
•  Country RepTrak® methodology
•  The most reputed Countries
•  Why is Country Reputa=on important?
Agenda

5
A country brand works as a corporate brand…
… endorsing local brands
Country Brand
Local Brand A Local Brand B Local Brand C Local Brand D

6
And providing meaning to its posi=oning…
… for be^er or worse
Country Brand
ACributes

7
The Country RepTrak® Model
Emo<onal Reputa=on

Ra<onal Reputa=on


8
The reputa=on economy
Supportive
Behaviours
Value
Creation
Perceptions
Direct Experiences
Country Actions &
Communications
3rd-party Influence
Stereotypes

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.

10
Agenda

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

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
Poor Weak Moderate Strong Excellent
0 40 60 70 80 100

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
+ 70-79
60-69
40-59
<40
Norma<ve Scale

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
mejorado su reputación
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

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

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

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%

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

19
Technology 17
Culture 13
Values education 15
Enjoyable country 5
Beautiful country 3
Safe place 2
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

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

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

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

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)

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)

25
Opposite eﬀect on USA’s reputa=on in Mexico…
The threats of the new president cause rejec=on towards the country.
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
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…

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

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

29
Major decreases in “ethical country” and “responsible par=cipant in
the global community.”
Culture 13
Technology 17
Beautiful country 3
Values education 15
Enjoyable country 5
Safe place 2
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%

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

31
Increases in “favourable environment for doing business”, ”well-known
brands and companies” and “high quality products and services”, but
decreases in “ethical country.”
Technology 17
Values education 15
Culture 13
Enjoyable country 5
Beautiful country 3
Safe place 2
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%

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.

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

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

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%

36
Despite serious ins=tu=onal crisis, Brazil’s external reputa=on remains
stable
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
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

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

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”

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

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

42
Beautiful country 3
Safe place 2
Enjoyable country 5
Ethical country 6
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”

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

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

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
+ 70-79
60-69
40-59
<40
Norma<ve Scale

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

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

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

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

50
Agenda

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

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%.

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

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

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.

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.

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
@PerrinBeatty

58
Thank you
@Reputa0on_Inst #RepTrak
www.reputa0onins0tute.com
info@reputa0onins0tute.com

Country Rep Rrak 2017 (eng) Reputation Institute

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