Country Reptrak 2017 By Reputation Institute

1

2017CountryRepTrak®TheWorld’sMostReputableCountries

Reputa=onIns=tuteJune2017

TheWorld’sViewonCountries:AnOnlineStudyoftheReputa<onof55Countries

2

Reputa=onIns=tuteistheworld’sleadingreputa=on-basedresearchadvisoryfirm,foundedbyDr.CharlesFombrunandDr.CeesvanRielin1997.Reputa=onIns=tute’sRepTrak®Researchistheworldslargestandhighestqualitynorma=vereputa=onbenchmarkdatabase.

•  7DimensionsofReputa=on•  12YearsofDataIndexed•  55CountriesMeasured•  15StakeholderGroups•  3,000CompaniesperYear•  6MResponsesperYear

OurmostprominentmanagementtoolistheRepTrak®modelforanalyzingthereputa=onsofcompaniesandins=tu=ons–bestknownviatheForbes-publishedGlobalRepTrak®100,theworld’slargeststudyofcorporatereputa=ons.

We enable leaders to make business decisions that build and protect reputation capital and

drive competitive advantage

Knowledge AdviceResearch

InsightStrategy

Activation

PublicationConferencesTraining

InformationAnalysis

Presentation

TheworldleaderinReputa=onManagementresearch

c

AboutReputa=onIns=tute

3

Today’sSpeakers

FernandoPradoManagingPartnerReputa=onIns=tute

@fpradoRI

TheHonourablePerrinBeaCyPresidentandCEO

CanadianChamberofCommerce

DanielTischPresidentandCEOof

ArgylePublicRela=onships

@DanTisch

CountryRepTrak®2017

@PerrinBeatty

4

•  CountryRepTrak®methodology•  ThemostreputedCountries•  WhyisCountryReputa=onimportant?

Agenda

5

Acountrybrandworksasacorporatebrand…

…endorsinglocalbrands


CountryBrand

LocalBrandA LocalBrandB LocalBrandC LocalBrandD

6

Andprovidingmeaningtoitsposi=oning…

…forbe^erorworse


CountryBrandACributes

7

TheCountryRepTrak®Model

Emo<onalReputa=on

Ra<onalReputa=on


8

Thereputa=oneconomy

SupportiveBehaviours

ValueCreation

PerceptionsDirectExperiences

CountryActions&Communications

3rd-partyInfluence

Stereotypes


9

2017CountryRepTrak®StudyOverview•  StakeholderGroup(Target):Generalpublicbalancedtothecountrypopula=ononageandgender,andwasalsocontrolledforregion.

•  CountrySelec<on:55largesteconomiesbyGDP.

•  DataCollec<onMethod:CAWI(onlineinterviews).

•  DataCollec<onPeriod:March2017.•  Sample:Over39,000consumersfromG8countries:

•  800ra=ngsforexternalimage•  300ra=ngsforself-image•  Addi=onalsamplesinspecificmarkets.


10


Agenda

11

CountryRepTrak®:Top20

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/LowestTierWeak/VulnerableAvg./ModerateStrong/RobustExcellent/TopTier 80

+70-7960-6940-59<40

Norma<veScale


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 Excellent040607080100

13G8fieldwork:France,Germany,UnitedKingdom,Italy,UnitedStates,Canada,RussiaandJapan

Reputa=onbycountry(55countrieswithhigherGDP)


+70-7960-6940-59<40

Norma<veScale


14

Evolu=onofCountryRepTrak®inthelastyear

-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%

Growthbetween+3.0%and+6.0%

Growthbetween+2.3%and+3.0%

Between-2.3%and+2.3%

Decreasesbetween-2.3%and-4.0%

Decreases>-4.0%

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%

GreciaEAU (incl. Abu Dabi & Dubái)EgiptoIndiaKazajistánSingapurArabia SaudíTurquíaTailandiaRumaníaEspañaPakistánTaiwánUcraniaRepública ChecaCorea del SurQatarBélgicaArgeliaChinaSuizaJapónPortugalMéxicoPoloniaMalasiaSudáfricaChileNueva ZelandaAlemaniaIndonesiaColombiaCanadáAustraliaHolandaAustriaDinamarcaSueciaFinlandiaNoruegaIsraelIrlandaArgentinaPerúItaliaVenezuelaFranciaBrasilIrakFilipinasReino UnidoIránNigeriaRusiaEEUU

Países que más han mejorado su

reputación

Países que máshan empeorado su reputación

GreeceUAEEgyptIndiaKazakhstanSingaporeSaudiArabiaTurkeyThailandRomaniaSpainPakistanTaiwanUkraineCzechRepublicSouthKoreaQatarBelgiumAlgeriaChinaSwitzerlandJapanPortugalMexicoPolandMalaysiaSouthAfricaChileNewZealandGermanyIndonesiaColombiaCanadaAustraliaNetherlandsAustriaDenmarkSwedenFinlandNorwayIsraelIrelandArgentinaPeruItalyVenezuelaFranceBrazilIraqPhilippinesUnitedKingdomIranNigeriaRussiaUnitedStates

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%

GreciaEAU (incl. Abu Dabi & Dubái)EgiptoIndiaKazajistánSingapurArabia SaudíTurquíaTailandiaRumaníaEspañaPakistánTaiwánUcraniaRepública ChecaCorea del SurQatarBélgicaArgeliaChinaSuizaJapónPortugalMéxicoPoloniaMalasiaSudáfricaChileNueva ZelandaAlemaniaIndonesiaColombiaCanadáAustraliaHolandaAustriaDinamarcaSueciaFinlandiaNoruegaIsraelIrlandaArgentinaPerúItaliaVenezuelaFranciaBrasilIrakFilipinasReino UnidoIránNigeriaRusiaEEUU

Países que más han mejorado su

reputación

Países que máshan empeorado su reputación

GreeceUAEEgyptIndiaKazakhstanSingaporeSaudiArabiaTurkeyThailandRomaniaSpainPakistanTaiwanUkraineCzechRepublicSouthKoreaQatarBelgiumAlgeriaChinaSwitzerlandJapanPortugalMexicoPolandMalaysiaSouthAfricaChileNewZealandGermanyIndonesiaColombiaCanadaAustraliaNetherlandsAustriaDenmarkSwedenFinlandNorwayIsraelIrelandArgentinaPeruItalyVenezuelaFranceBrazilIraqPhilippinesUnitedKingdomIranNigeriaRussiaUnitedStates


15

FamiliarityvsReputa=on

Algeria[CELLRANGE]

[CELLRANGE]

[CELLRANGE]

[CELLRANGE]

Belgium

[CELLRANGE]

Brazil

Canada

[CELLRANGE]

[CELLRANGE]

[CELLRANGE]

[CELLRANGE]

[CELLRANGE]

CzechRepublic

Denmark

DominicanRepublic

[CELLRANGE] Egypt

[CELLRANGE]

Finland

France

Germany

Greece

[CELLRANGE][CELLRANGE][CELLRANGE]

[CELLRANGE]

Iran

Iraq

Ireland

[CELLRANGE]

Italy

Japan

Kazakstan

Malaysia

MexicoMorocco

NetherlandsNewZealand

[CELLRANGE]

[CELLRANGE]

Norway

Pakistan

Panama[CELLRANGE]

Peru

Philippines

Poland

[CELLRANGE]

[CELLRANGE]

[CELLRANGE] Romania

RussiaSouthArabia

Singapore

SouthAfrica

SouthKorea

Spain

Sweden Switzerland

Taiwan

Thailand

Turkey

Ukraine

UAE

UnitedKingdom

UnitedStates[CELLRANGE]

[CELLRANGE]

25

35

45

55

65

75

85

95

30 35 40 45 50 55 60 65 70 75

Repu

ta=o

n

Familiarity


16

12345678910

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

2015CountryRepTrak®Top10byYear

Canada

Switzerland

Sweden

Australia

New Zealand

Norway

Finland

Denmark

Netherlands

Ireland

Sweden

Canada

Switzerland

Australia

Norway

Finland

New Zeeland

Denmark

Ireland

Netherlands

20162017


17

ThestrengthsofCanada'sreputa=onVs. 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

USAisthecountrywiththehighestreputa=ondropin2017

51,4

56,6 56,057,1

60,659,6 60,1 59,5

54,7

40

50

60

70

2009 2010 2011 2012 2013 2014 2015 2016 2017

G8


19

Vs. 55 countries average Weight Evo. 2016-2017


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%

Perfilcompara=vo:Mediadetodoslospaísesdelestudio

StrengthsandweaknessesofUSA'sreputa=on


20

54,555,9

64,663,0 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´spercep=oninEffec=veGovernment


21

50,8

39,938,8

33,535,3

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

MexicogainsthesympathyoftheUSci=zensaterTrump’sthreats

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)

MexicogainsthesympathyoftheUSci=zensaterTrump´sthreats


23

30,2 30,231,8

30,632,4

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

51,249,8

45,7

60,161,0

40

45

50

55

60

65

70

2009 2010 2011 2012 2013 2014 2015 2016 2017

EEUUI would visit Mexico (USA)



25

OppositeeffectonUSA’sreputa=oninMexico…Thethreatsofthenewpresidentcauserejec=ontowardsthecountry.


USA’s reputation (RepTrak® Pulse) in Mexico

34,6

41,6

52,0

58,8 57,3

62,460,2

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

MéxicoUSA is run by an effective government (Mexico)

Thenega=veeffectismorerelevantinsomespecifica^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)

…andsuppor=vebehaviors


28

Russia’sreputa=onisgevngworseaterpreviousyearpeak

39.3

42.841.8

39.9 39.9 39.4 38.3

43.040.3

30

35

40

45

50

55

60

2009 2010 2011 2012 2013 2014 2015 2016 2017


29

Majordecreasesin“ethicalcountry”and“responsiblepar=cipantintheglobalcommunity.”


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

Atthe=meChinaisgainingrelevanceasaleaderintheinterna=onalscenario,itsreputa=onimproves(althoughitiss=llweak)

41.3 41.643.9 42.9

41.0 42.6

45.747.3

48.8

30

35

40

45

50

55

60

2009 2010 2011 2012 2013 2014 2015 2016 2017


31

Increasesin“favourableenvironmentfordoingbusiness”,”well-knownbrandsandcompanies”and“highqualityproductsandservices”,butdecreasesin“ethicalcountry.”


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 2016REPTRAK®PULSE

REPTRAK®INDEX

ΔbetweenPulseandIndex

Peru 62.8 57.46 5.4Thailand 65.0 60.10 4.9

NewZealand 81.1 76.77 4.4Spain 74.6 70.43 4.2Ireland 77.4 73.38 4.0Portugal 71.8 67.88 4.0Brazil 59.6 55.69 3.9

Australia 81.6 77.84 3.7Egypt 53.6 49.91 3.7India 59.1 55.51 3.6

EMOTIONALCONNECTION

COUNTRY 2016REPTRAK®PULSE

REPTRAK®INDEX

ΔbetweenPulseandIndex

UnitedStatesofAmerica 54.7 63.98 -9.3Russia 40.3 48.08 -7.8China 48.8 55.37 -6.5

SouthKorea 56.8 61.81 -5.0SaudiArabia 43.9 48.78 -4.9

Iran 32.8 36.02 -3.3Qatar 53.4 56.63 -3.2Israel 52.2 55.36 -3.2Turkey 48.9 51.43 -2.6Germany 72.4 74.75 -2.4

Emo=onalhaloiswhenacountry’spulseishigherthanthecountry’sa^ributesscoresweightedaverageEmo=onaldisconnectiswhenacountry’spulseislowerthanthecountry’sa^ributesscoresweightedaverage

EMOTIONALDISCONNECT

USA,RussiaandChinahaveamuchbe^erra=onalevalua=onthantheiroverallreputa=on(emo=onal)score.


33

66.2

68.5

67.4

68.9

68.369.8

72.7

74.3

71.572.3

67.1

68.2

73.270.9 71.7

76.1

74.1

79.6

55

60

65

70

75

80

85

2009 2010 2011 2012 2013 2014 2015 2016 2017

TheBrexiteffectontheUKreputa=on:itfallsexternally,butitgrowsinternally.

Cameronpromises

referendumforBrexit

TheUKvotedfortheBrexit

OlympicGames

ScotlandReferendum

Generalelec<ons:

Conserva<vepartywins


34

72.3

67.1

68.2

73.270.9 71.7

76.1

74.1

79.6

73.4 73.7

69.9

68.5

74.0

76.979.2

81.7

76.4

64.2

68.5

67.8

69.6

69.165.8

72.7

74.3

71.1

55

60

65

70

75

80

85

2009 2010 2011 2012 2013 2014 2015 2016 2017

UK USA WesternEurope

TheBrexiteffectontheUKreputa=on

Cameronpromises

referendumforBrexit

TheUKvotedfortheBrexit

OlympicGames

ScotlandReferendum

Generalelec<ons:

Conserva<vepartywins


35

Ithasalsoaneffectonsuppor=vebehaviorssuchas“IwouldinvestintheUK”,or“IwouldworkintheUK.”

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

Despiteseriousins=tu=onalcrisis,Brazil’sexternalreputa=onremainsstable


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

Venezuelanreputa=onfallsinLa=nAmericawhileitissteadyinG8duetolackofknowledgeoftherealityofthecountry

48,050,0 49,1 50,1

53,354,6 55,3 54,4

39,2 40,1

30,2

26,624,9

20

30

40

50

60

2010 2011 2012 2013 2014 2015 2016 2017

G8 Latam Venezuela


38

Poli=calenvironmentfallssharply…

40,1

45,7 45,947,7

49,5 49,7 50,5

44,2

31,133,2

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 48,446,4

35,631,9

21,117,6

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

…andsodoes“safety”


40

Colombia´sreputa=onhasaposi=vetrendsincethepeaceprocessstarted

40,341,6 42,0 42,3

45,347,6 47,0 48,0

46,6

50,2 51,053,2

55,3

65,368,4

57,059,5 58,4

60,5

35

45

55

65

75

2010 2011 2012 2013 2014 2015 2016 2017

G8 Latam Colombia

Beginningofthepeaceprocess


41

49,4

52,1

57,0 57,8 58,557,6

60,459,6 59,6 59,6 59,5

45

55

65

75

2012 2013 2014 2015 2016 2017

G8 Latam

“Panamapapers”scandalhadli^leeffectonPanama’soverallreputa=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%

…butitdidhadaneffectincertainatributessuchas“ethicalcountry”,and“responsablepar=cipantintheglobalcommunity”


43

SpainandPortugalclimbinthereputa=onrankingastheireconomiesimproveandhavegreaterpoli=calstability…

68.670.7

66.8 66.5 65.267.1

71.0 70.9

74.6

61.564.9 61.3

60.3

64.7 63.8

67.569.7

71.8

40

45

50

55

60

65

70

75

80

2009 2010 2011 2012 2013 2014 2015 2016 2017

Spain Portugal


44

Greeceimprovesitsreputa=onaterleavingthemediaheadlines

65.768.0

58.9

46.5

50.6

55.458.6

54.7

62.5

40

45

50

55

60

65

70

75

80

2009 2010 2011 2012 2013 2014 2015 2016 2017


45

Can

ada

Rus

sia

Ger

man

y

Per

u

Uni

ted

Kin

gdom

Uni

ted

Sta

tes

of A

mer

ica

Japa

n

Por

tuga

l

Fran

ce

Mor

occo

Chi

le

Spa

in

Turk

ey

Arg

entin

a

Mex

ique

Italy

Col

ombi

a

Bra

zil

Sou

th A

frica

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

InternalReputa=on(Self-Image)


+70-7960-6940-59<40

Norma<veScale


46

Rus

sia

Uni

ted

Sta

tes

of A

mer

ica

Turk

ey

Per

u

Col

ombi

a

Mor

occo

Mex

ique

Chi

le

Uni

ted

Kin

gdom

Ger

man

y

Arg

entin

a

Can

ada

Por

tuga

l

Fran

ce

Japa

n

Spa

in

Italy

Sou

th A

frica

Bra

zil

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=ondifferencebetweeninternalandexternalvalua=onMost self-critical countries Least self-critical countries


47

KeyDriversofReputa=on:AppealingEnvironmentbecomesmostimportant2017CountryRepTrak®

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%

EFFECTIVEGOVERNMENT

APPEALINGENVIRONMENT

ADVANCEDECONOMY

37.0%

37,9%25.1%

Adj R2 = 0,728 N = 56.000


48

STATEMENT WEIGHT

Hasawell-educatedandreliableworkforce 5,2

Isanimportantcontributortoglobalculture 5,1

Produceshighqualityproductsandservices 5,1

Valueseduca=on 4,4

Hasmanywell-knownbrands 4,3

Istechnologicallyadvanced 3,4

STATEMENT WEIGHT

ThepeopleofCountryarefriendlyandwelcoming 8,4

Isabeau<fulcountry 7,3

Offersanappealinglifestyle 6,9

Isanenjoyablecountry 6,7

ADVANCED ECONOMY

25,1%

APPEALING ENVIRONMENT

37,9%

EFFECTIVE GOVERNMENT

37,0%

Adj R2 = 0,734 N = 56.000

STATEMENT WEIGHT

Isasafeplace 7,7

Ethicalcountrywithhightransparencyandlowcorrup<on 6,7

Isaresponsiblepar<cipantintheglobalcommunity 6,3

Hasadoptedprogressivesocialandeconomicpolicies 6,0

Isrunbyaneffec=vegovernment 6,0

Operatesefficiently–itdoesnotimposeunnecessarytaxesorwasteresources 5,6

Offersafavorableenvironmentfordoingbusiness 5,0


49

Australia

Canada

NewZealand

Sweden

Italy

Switzerland

Norway

Finland

Ireland

Netherlands

Japan

Sweden

Switzerland

Germany

Canada

Norway

UnitedKingdom

France

Finland

Denmark

Sweden

Switzerland

Norway

Finland

Canada

Denmark

Australia

Netherlands

NewZealand

Austria

12345678910

AdvancedEconomy Effec<veGovernmentAppealingEnvironmentCountryRepTrak®Top10byDimension


50


Agenda

51

LIVE0,77

BUY0,74

WORK0,75

INVEST0,73

VISIT0,71

STUDY0,73

ATTENDORORGANIZEEVENTS

0,70

Rela=onshipbetweenreputa=onandsuppor=vebehaviors


52

0,0

0,1

0,2

0,3

0,4

0,5

0,6

50 55 60 65 70 75 80 85

Expo

rts/GDP

Pulse

ExportsratebyPulsescore

0,00,20,40,60,81,01,2

50 55 60 65 70 75 80 85

Visitorspercapita

Pulse

VisitorspercapitabyPulsescore.

Theeconomicimpactofcountryreputa=on

Foreveryaddi=onalPulsepoint,therewillbeonaverageanincreaseof+3.1%in

thevisitorsfromapar=cularmarket,withamul=pliereffectof15%.

Tourism Exports

Foreveryaddi=onalPulsepoint,therewillbeonaverageanincreaseof+1.7%inthe

exportstoapar=cularmarket,withamul=pliereffectof1,6%.


53

Visit Invest

Live

Suppor=veBehaviourstowardsCountries–Top10

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=veBehaviourstowardsCountries–Top10

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)•  Countryreputa<onscanbemeasuredinasimilarwaytothoseofpeopleorcompanies.

•  Overallreputa=onofacountryisanemo<onalpercep<onconstructedthroughdirectexperience,owncommunica=on,thirdpar=es’perspec=vesandgenerallyacceptedstereotypes.

•  Theoverallemo=onalpercep=oncanbeexplainedthroughdifferentaCributesanddimensions.Threemaindimensionsexplainacountry’sreputa=on:

•  Qualityoflife(appealingenvironment).•  Qualityofitsins=tu=ons(effec=vegovernment).•  Levelofdevelopment(advancedeconomy).

•  Countrieswithastrongreputa=onareposi=velyperceivedinallthreedimensions.•  AustraliaisperceivedasthetopcountryinQualityofLife.•  Swedenisperceivedasthetopcountryintermsofthequalityofitsins=tu=ons.•  Japanisperceivedasthecountrywithahigherlevelofdevelopment.

•  Canadatakesthefirstposi<onoftheranking,recoveringtheleadershipithadbetween2011and2015.Switzerland,Sweden,Australia,NewZeelandcompletethetopfivelistofmostreputedcountries.


56

Conclusions(2)•  USAisthecountrywiththehighestreputa<ondropin2017drivenbyimportantdecreasesin

a^ributessuchas“effec=vegovernment”,“socialwelfare”or“ethicalandtransparentcountry.”

•  WhileMexicogainsthesympathyoftheUSci<zensaterPresidentTrump´sthreats.

•  Theexternalpercep=onofLa=n-Americancountriesdiffersfromthelocalperspec=veprobablyduetothelackofknowledgeoftheirreality.

•  Russia’sreputa<ondecreasesaterpreviousyearpeak,withmajordropsin“ethicalcountry”and“responsiblepar=cipantintheglobalcommunity”.

•  Atthe=meChinaisgainingrelevanceasaleaderintheinterna=onalscenario,itsreputa<onimproves,althoughitiss=llweak.

•  AtertheBrexitvote,thereputa<onofUKfallsexternallybutitgrowsinternally.

•  Acountry’sreputa<onhasarelevantimpactonitseconomy:increasingoneaddi=onalPulsepointinapar=cularmarketentailsanaverageincreaseof+3.1%inthearrivalofvisitorsfromthatmarketand+1.7%ofexportstothatmarket.


57

Today’sSpeakers

FernandoPradoManagingPartnerReputa=onIns=tute

@fpradoRI

TheHonourablePerrinBeaCyPresidentandCEO

CanadianChamberofCommerce

DanielTischPresidentandCEOof

ArgylePublicRela=onships

@DanTisch


@PerrinBeatty

58

Thankyou

@Reputa0on_Inst#[email protected]

Presentations & Public Speaking

Country Reptrak 2017 By Reputation Institute