2017 Country RepTrak The World s Most Reputable Countries

Transcription

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 1

2 About Reputa=on Ins=tute The world leader in Reputa=on Management research 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 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 We enable leaders to make business decisions that build and protect reputation capital and drive competitive advantage c 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. Knowledge Publication Conferences Training Research Information Analysis Presentation Advice Insight Strategy Activation 2

3 Country RepTrak 2017 Today s Speakers Fernando Prado Managing Partner Reputa=on The Honourable Perrin BeaCy President and CEO Canadian Chamber of Daniel Tisch President and CEO of Argyle Public 3

4 Agenda Country RepTrak methodology The most reputed Countries Why is Country Reputa=on important? 4

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

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

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

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

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 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. 9

10 Agenda Country RepTrak methodology The most reputed Countries Why is Country Reputa=on important? 10

11 Country RepTrak : Top 20 Position vs 2016 Position vs Canada 82, Austria 76,8 = 2 Switzerland 82, Sweden 82, Australia 81, New Zealand 81, Norway 81, Finland 80, Denmark 79,8 = 18 9 Netherlands 78, Japan 76,5 +2 Spain 74,6 +4 Italy 73,8-2 Belgium 73,7 +1 Germany 72,4 +2 Portugal 71,8 +2 United Kingdom 71,5-5 France 71, Ireland 77, Singapore 70,1 = Norma<ve Scale Excellent/ Top Tier 80 Strong/ Robust Avg./ Moderate Weak/ Vulnerable Poor/ Lowest Tier <40 11

12 1 Canada 82,8 12 Japan 76,5 23 Taiwan 64,8 34 Philippines 57,8 45 Ukraine 48,9 2 Switzerland 82,8 13 Spain 74,6 24 Poland 63,0 35 South Korea 56,8 46 Turkey 48,9 3 Sweden 82,5 14 Italy 73,8 25 Peru 62,8 36 South Africa 55,1 47 China 48,8 4 Australia 81,6 15 Belgium 73,7 26 Greece 62,5 37 Mexico 55,1 48 Colombia 48,0 5 New Zealand 81,1 16 Germany 72,4 27 UAE 62,5 38 USA 54,7 49 Algeria 46,8 6 Norway 81,1 17 Portugal 71,8 28 Malaysia 61,4 39 Venezuela 54,4 50 Saudi Arabia 43,9 7 Finland 80,3 18 UK 71,5 29 Chile 60,7 40 Egypt 53,6 51 Russia 40,3 8 Denmark 79,8 19 France 71,0 30 Argentina 59,9 41 Qatar 53,4 52 Nigeria 38,8 9 Netherlands 78,5 20 Singapore 70,1 31 Brazil 59,6 42 Israel 52,2 53 Pakistan 37,3 10 Ireland 77,4 21 Czech Republic 65,7 32 Indonesia 59,2 43 Romania 51,3 54 Iran 32,8 11 Austria 76,8 22 Thailand 65,0 33 India 59,1 44 Kazakhstan 50,2 55 Iraq 28, Poor Weak Moderate Strong Excellent 12

13 Reputa=on by country (55 countries with higher GDP) Norma<ve Scale G8 fieldwork: France, Germany, United Kingdom, Italy, United States, Canada, Russia and Japan Excellent/ Top Tier 80 Strong/ Robust Avg./ Moderate Weak/ Vulnerable Poor/ Lowest Tier <40 13

14 Evolu=on of Country RepTrak in the last year -8.1% 14.3% -5.4% 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% -6.4% 8.6% 6.5% -4.3% 10.7% 13.8% 7.5% 10.5% Países que más han mejorado su reputación Países que más han mejorado su reputación 8.5% Países que más han empeorado su reputación -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%-0,5% -0,5% -1,4% -1,5% 14,3% 13,8% 10,7% 10,5% 8,6% 8,5% 7,5% 6,5% 5,6% 5,4% 5,2% 14,3% 13,8% 4,5% 4,0% 10,7% 3,9% 10,5% 3,9% 8,6% 3,7% 8,5% 3,7% 7,5% 3,7% 6,5% 3,6% 5,6% 3,3% 5,4% 3,2% 5,2% 3,2% 4,5% 3,1% 4,0% 3,9% 3,0% 2,9% 3,9% 2,7% 3,7% 2,6% 3,7% 2,5% 2,4% 3,7% 2,3% 3,6% 2,3% 3,3% 2,2% 3,2% 2,2% 3,2% 2,0% 3,1% 1,9% 3,0% 1,6% 2,9% 1,3% 2,7% 1,2% 2,6% 0,8% 2,5% 0,5% 2,4% 0,4% 2,3% 0,2% 2,3% 2,2% 2,2% 2,0% 1,9% 1,6% 1,3% 1,2% 0,8% 0,5% 0,4% 0,2% Greece Grecia UAE EAU (incl. Abu Dab Egypt Egipto India India Kazakhstan Kazajistán Singapore Singapur Saudi Arabia Saudí Turkey Turquía ThailandTailandia Romania Rumanía Spain Greece España Grecia Pakistan UAE Pakistán EAU (incl. Abu Da Taiwan Egypt Taiwán Egipto Ukraine India Ucrania India Czech Kazakhstan Republic República KazajistánCheca South Singapore Korea Corea Singapur del Sur Qatar Saudi Arabia Qatar Saudí Belgium Turkey Bélgica Turquía Algeria Thailand Argelia Tailandia China Romania China Rumanía Switzerland Spain Suiza España Japan Pakistan Japón Pakistán Portugal TaiwanPortugal Taiwán Mexico Ukraine México Ucrania Poland Czech Republic Polonia República Checa Malaysia Malasia South Korea Corea del Sur South Africa Sudáfrica Qatar Qatar Chile Chile New Belgium Zealand Bélgica Nueva Zelanda Germany Algeria Argelia Alemania Indonesia China Indonesia China Colombia Switzerland Colombia Suiza Canada Japan Canadá Japón Australia Portugal Australia Portugal Netherlands MexicoHolanda México PolandAustria Polonia Denmark Malaysia Dinamarca Malasia Sweden South Africa Suecia Sudáfrica Finland Chile Finlandia Chile Norway New Zealand Noruega Nueva Zelanda Israel Germany Israel Alemania Ireland Indonesia Irlanda Indonesia Argentina Colombia Argentina Colombia Peru CanadaPerú Canadá Italy Australia Italia Australia Venezuela Netherlands Venezuela Holanda France AustriaFrancia Brazil Denmark Brasil Dinamarca Iraq Sweden Irak Suecia Philippines Filipinas Finland United Kingdom Finlandia Reino Unido Norway Iran Noruega Irán Nigeria Israel Israel Nigeria Russia Ireland Rusia Irlanda United Argentina States EEUU Argentina Peru Perú Italy Italia 14 Venezuela Venezuela

15 Familiarity vs Reputa=on 15

16 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 Canada Norway Sweden Switzerland Australia Finland New Zealand Denmark Netherlands Belgium Switzerland Canada Sweden Finland Australia Norway Denmark Canada Sweden Switzerland Australia Norway Denmark New Zealand Canada Australia Sweden Switzerland Norway New Zealand Finland New Zealand Finland Denmark Netherlands Germany Netherlands Austria Austria Netherlands 16

17 The strengths of Canada's reputa=on Vs. 55 countries average Weight Evo ,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 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 1-0,7% -0,4% -1,1% -0,2% -3,5% -0,1% 1,6% 0,2% 2,0% 1,6% 1,3% 1,5% 0,0% 0,5% 0,3% 1,1% 1,4% 17

18 USA is the country with the highest reputa=on drop in ,6 56,0 57,1 60,6 59,6 60,1 59,5 54,7 51,

19 Strengths and weaknesses of USA's reputa=on Vs. 55 countries average Weight Evo ,0-3,8-4,4-5,2-5,8-7,2-7,3 13,4 11,5 8,6 7,5 5,3 5,3 3,4 0,9 20,8 25,1 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 6-0,6% -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% 0,6% 0,3% 0,5% Perfil compara=vo: Media de todos los países del estudio 19

20 USA s percep=on in Effec=ve Government 70 64,6 63,0 62,4 65,7 62,9 65,2 62, ,5 55, ,

21 Mexico gains the sympathy of the US ci=zens ater Trump s threats 60 Mexico s reputation (RepTrak Pulse) in the USA 50,8 52, ,2 43, ,9 38,8 38,3 39,4 33,5 35,

22 Mexico gains the sympathy of the US ci=zens ater Trump s threats 60 Educated and reliable workforce (Mexico in the USA) 55 51, , ,6 43, , ,

23 Mexico gains the sympathy of the US ci=zens ater Trump s threats 50 I would invest in Mexico (USA) 47, ,3 42, ,2 30,2 31,8 30,6 32,4 32,

24 Mexico gains the sympathy of the US ci=zens ater Trump s threats 70 I would visit Mexico (USA) ,4 60,1 61, , ,7 51,2 49,8 45,

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 70,0 60,0 58,8 57,3 62,4 60,2 52,0 52,1 50,0 41,6 40,0 34,6 30,0 20,

26 The nega=ve effect is more relevant in some specific a^ributes 80 USA is run by an effective government (Mexico) 75 71, ,5 60,9 65, ,

27 and suppor=ve behaviors I would work in the USA (Mexico) 80 76,2 72,5 71, , ,

28 Russia s reputa=on is gevng worse ater previous year peak

29 Major decreases in ethical country and responsible par=cipant in the global community. Vs. 55 countries average Weight Evo ,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 22,9-0,4 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 6-1,3% -0,2% -1,3% -6,1% -3,9% -7,0% -4,7% -7,7% -6,0% -6,6% -4,1% -14,2% 2,1% 4,7% 0,1% 2,0% 0,8% 29

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)

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 ,4 Technology 17 5,8% 7,7 Well-known brands 16 8,8% 0,5 Values education 15 4,2% 0,1 Favorable environment for business 14 12,2% -1,2 Culture 13 6,5% -2,2 Well-educated and reliable workforce 11 4,3% -4,0 Enjoyable country 5 5,5% -6,4 Beautiful country 3 5,6% -7,1 Safe place 2 3,1% -7,3 Friendly and welcoming 1 3,6% -7,4 High quality products and services 12 8,2% -7,9 Effective Government 8 5,5% -8,0 Operates efficiently 10 4,5% -10,3 Responsible participant 7-0,8% -11,4 Progressive social and economic policies 9 0,5% -15,1 Appealing lifestyle 4 3,5% -15,5 Ethical country 6-4,4% 31

32 USA, Russia and China have a much be^er ra=onal evalua=on than their overall reputa=on (emo=onal) score. COUNTRY EMOTIONAL CONNECTION 2016 REPTRAK PULSE REPTRAK INDEX Δ between Pulse and Index Peru Thailand New Zealand Spain Ireland Portugal Brazil Australia Egypt India COUNTRY EMOTIONAL DISCONNECT 2016 REPTRAK PULSE REPTRAK INDEX Δ between Pulse and Index United States of America Russia China South Korea Saudi Arabia Iran Qatar Israel Turkey Germany 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 32

33 The Brexit effect on the UK reputa=on: it falls externally, but it grows internally Olympic Games Cameron promises referendum for Brexit Scotland Referendum General elec<ons: Conserva<ve party wins The UK voted for the Brexit 33

34 The Brexit effect on the UK reputa=on 85 UK USA Western Europe Olympic Games Cameron promises referendum for Brexit Scotland Referendum General elec<ons: Conserva<ve party wins The UK voted for the Brexit 34

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 DY 23,0 STUDY 0,7% RK 16,1 WORK -3,4% IVE 14,0 LIVE -2,3% ND 13,3 ATTEND -3,0% SIT 12,2 VISIT 3,0% EST 11,9 INVEST -3,9% NG 11,7 BUYING -2,8% 35

36 Despite serious ins=tu=onal crisis, Brazil s external reputa=on remains stable ,0 66,8 65,8 63,0 67, ,6 58,7 57,7 58,6 60,7 59,3 54,6 61,0 60,9 59, ,4 47,5 47, G8 Brazil 36

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 G8 Latam Venezuela 60 53,3 54,6 55,3 54, ,0 50,0 49,1 50, ,2 40, ,2 26,6 24,

38 Poli=cal environment falls sharply 60 Venezuela has an effective government G8 Latam Venezuela ,1 45,7 45,9 47,7 31,1 49,5 49,7 50,5 33,2 44, ,5 12,4 10 5,

39 and so does safety Venezuela is a safe place G8 Latam Venezuela ,7 46,5 46,8 47,4 49,0 48,4 46, ,6 31, ,1 17, ,

40 Colombia s reputa=on has a posi=ve trend since the peace process started G8 Latam Colombia ,4 65,3 60,5 59,5 58,4 57,0 55,3 53,2 50,2 51,0 46,6 47,6 48,0 47,0 45,3 41,6 42,0 42,3 40, Beginning of the peace process 40

41 Panama papers scandal had li^le effect on Panama s overall reputa=on G8 Latam ,4 59,6 59,6 59,6 59, ,0 57,8 58,5 57,6 52,1 49,

42 but it did had an effect in certain atributes such as ethical country, and responsable par=cipant in the global community Vs. 55 countries average Weight Evo ,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 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 17-0,2% -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% 0,9% 42

43 Spain and Portugal climb in the reputa=on ranking as their economies improve and have greater poli=cal stability Spain Portugal

44 Greece improves its reputa=on ater leaving the media headlines

45 Internal Reputa=on (Self-Image) Canada Russia Germany Peru United Kingdom United States of America Japan Portugal France Morocco Chile Spain Turkey Argentina Mexique Italy Colombia Brazil South Africa Norma<ve Scale Excellent/ Top Tier 80 Strong/ Robust Avg./ Moderate Weak/ Vulnerable Poor/ Lowest Tier <40 45

46 Reputa=on difference between internal and external valua=on Least self-critical countries Most self-critical countries Russia United States of America Turkey Peru Colombia Morocco Mexique Chile United Kingdom Germany Argentina Canada Portugal France Japan Spain Italy South Africa Brazil

47 Key Drivers of Reputa=on: Appealing Environment becomes most important 2017 Country RepTrak 40% 38% 37.2% 36.9% 37.1% 37.9% APPEALING ENVIRONMENT 25.1% 37,9% 36% 34% 32% 35.4% 36.1% 36.0% 37.0% EFFECTIVE GOVERNMENT 30% 28% 26% 24% 27.4% 27.1% 26.9% 25.1% ADVANCED ECONOMY 22% 37.0% 20% Adj R 2 = 0,728 N =

48 STATEMENT WEIGHT APPEALING ENVIRONMENT 37,9% 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 STATEMENT WEIGHT Is a safe place 7,7 EFFECTIVE GOVERNMENT 37,0% 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 STATEMENT WEIGHT Adj R 2 = 0,734 N = ADVANCED ECONOMY 25,1% 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 48

49 Country RepTrak Top 10 by Dimension Appealing Environment Australia Japan Canada Sweden New Zealand Switzerland Sweden Germany Italy Canada Switzerland Norway Norway United Kingdom Finland France Ireland Finland Netherlands Denmark Advanced Economy Effec<ve Government Sweden Switzerland Norway Finland Canada Denmark Australia Netherlands New Zealand Austria 49

50 Agenda Country RepTrak methodology The most reputed Countries Why is Country Reputa=on important? 50

51 Rela=onship between reputa=on and suppor=ve behaviors WORK 0,75 LIVE 0,77 BUY 0,74 INVEST 0,73 STUDY 0,73 VISIT 0,71 ATTEND OR ORGANIZE EVENTS 0,70 51

52 The economic impact of country reputa=on Tourism Exports 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%. Visitors per capita 1,2 1,0 0,8 0,6 0,4 0,2 0,0 Visitors per capita by Pulse score Pulse 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 Exports rate by effect Pulse score of 1,6%. Exports/GDP 0,6 0,5 0,4 0,3 0,2 0,1 0, Pulse 52

53 53 Visit Invest Live Suppor=ve Behaviours towards Countries Top 10 Buy Canada Australia New Zealand Switzerland Italy Sweden Norway Finland Ireland Spain Switzerland Sweden Japan Canada Australia Finland Norway Germany New Zealand Denmark Canada Australia Switzerland Sweden New Zealand Norway Denmark Finland Austria Italy Switzerland Sweden Japan Germany Finland Canada Italy Denmark Norway New Zealand Country RepTrak 2017

54 Suppor=ve Behaviours towards Countries Top 10 Work Study Switzerland Canada Canada Sweden Sweden Switzerland Australia Australia Norway Norway New Zealand Finland Finland Denmark Denmark New Zealand Germany Austria Austria Japan Attend/Organize events Sweden Switzerland Finland New Zealand Canada Australia Norway Japan Denmark Austria

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 Switzerland, Sweden, Australia, New Zeeland complete the top five list of most reputed countries. 55

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. 56

57 Country RepTrak 2017 Today s Speakers Fernando Prado Managing Partner Reputa=on The Honourable Perrin BeaCy President and CEO Canadian Chamber of Daniel Tisch President and CEO of Argyle Public 57

58 Thank #RepTrak 58