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2018 Country RepTrak 180621 PDF
2018 Country RepTrak 180621 PDF
Countries
@Reputation_Inst #CountryRepTrak
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Focus For Today
• Methodology
• Setting the Scene
• Country RepTrak®
• Country Spotlight and Context
• Key Implications
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Reputation Institute
The gold standard in reputation measurement
and management.
• Founded in 1997 we have been measuring reputation for more than 20 years
• We measures more than 7,000 companies per year, across 55 countries, and 20
different industries
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the express wri>en permission of Reputa-on Ins-tute. RepTrak® is a registered trademark of Reputa-on Ins-tute. © 2017 Reputa-on Ins-tute, all rights reserved. 4
Country RepTrak® Dimensions and Attributes
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the express wri>en permission of Reputa-on Ins-tute. RepTrak® is a registered trademark of Reputa-on Ins-tute. © 2018 Reputa-on Ins-tute, all rights reserved. Source: Country RepTrak® 5
Relationship Between Reputation and Support
LIVE
0.76
WORK
0.73
BUY
0.73
STUDY
Economic
0.72
Indicators
VISIT
0.72
INVEST
0.71
ATTEND/
ORGANIZE EVENTS
0.69
The presenta-on is confiden-al and contains proprietary informa-on and intellectual property of Reputa-on Ins-tute, which may not be reproduced or disclosed without
the express wri>en permission of Reputa-on Ins-tute. RepTrak® is a registered trademark of Reputa-on Ins-tute. © 2018 Reputa-on Ins-tute, all rights reserved. Source: Country RepTrak® 6
Economic Impact of Country Reputation
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the express wri>en permission of Reputa-on Ins-tute. RepTrak® is a registered trademark of Reputa-on Ins-tute. © 2018 Reputa-on Ins-tute, all rights reserved. Source: Country RepTrak® 7
2018 Country RepTrak®
55
Largest countries by GDP
Informed
General Public
Somewhat or very familiar with
country evaluated
The presentation is confidential and contains proprietary information and intellectual property of Reputation Institute, which may not be reproduced or disclosed without
the express written permission of Reputation Institute. RepTrak® is a registered trademark of Reputation Institute. © 2018 Reputation Institute, all rights reserved. Source: Country RepTrak® 6
Countries Evaluated by G8 Economies
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the express wri>en permission of Reputa-on Ins-tute. RepTrak® is a registered trademark of Reputa-on Ins-tute. © 2018 Reputa-on Ins-tute, all rights reserved. 9
Setting the Scene:
Country Reputation Trends
Reputation is Shaping the World
The presenta-on is confiden-al and contains proprietary informa-on and intellectual property of Reputa-on Ins-tute, which may not be reproduced or disclosed without
the express wri>en permission of Reputa-on Ins-tute. RepTrak® is a registered trademark of Reputa-on Ins-tute. © 2018 Reputa-on Ins-tute, all rights reserved. 11
Global Reputation Decline Across Countries
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the express wri>en permission of Reputa-on Ins-tute. RepTrak® is a registered trademark of Reputa-on Ins-tute. © 2018 Reputa-on Ins-tute, all rights reserved. Source: Country RepTrak® 12
Most Economically Powerful Did Not Increase
The presenta-on is confiden-al and contains proprietary informa-on and intellectual property of Reputa-on Ins-tute, which may not be reproduced or disclosed without
the express wri>en permission of Reputa-on Ins-tute. RepTrak® is a registered trademark of Reputa-on Ins-tute. © 2018 Reputa-on Ins-tute, all rights reserved. Source: Investopedia, World Bank, Statista, Country RepTrak® 13
Size of Country Does not Guarantee Reputation
The presenta-on is confiden-al and contains proprietary informa-on and intellectual property of Reputa-on Ins-tute, which may not be reproduced or disclosed without
the express wri>en permission of Reputa-on Ins-tute. RepTrak® is a registered trademark of Reputa-on Ins-tute. © 2018 Reputa-on Ins-tute, all rights reserved. Source: WorldAtlas, Wikipedia, Country RepTrak® 14
But Country Reputation Requires Depth of Familiarity
Association Between Familiarity and Reputation
80%
70%
FAMILIARITY
60%
Top 10 Countries
50%
40%
30%
20%
R² = 0.54
10%
10 20 30 40 50 60 70 80 90
RepTrak Pulse
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the express wri>en permission of Reputa-on Ins-tute. RepTrak® is a registered trademark of Reputa-on Ins-tute. © 2018 Reputa-on Ins-tute, all rights reserved. Source: Country RepTrak® 15
Country Narrative is Key: Media & Social Matter
Scores for “Comments & News in the Media/
Social Networks are Good”
Top countries that communicate a
unique story through integrated
communications channels earn a Most Reputable Countries All Countries
(Top 10) (All 55)
strong score on aspects of media
and social network attributes.
The presenta-on is confiden-al and contains proprietary informa-on and intellectual property of Reputa-on Ins-tute, which may not be reproduced or disclosed without
the express wri>en permission of Reputa-on Ins-tute. RepTrak® is a registered trademark of Reputa-on Ins-tute. © 2018 Reputa-on Ins-tute, all rights reserved. Source: Country RepTrak® 16
Country RepTrak® 2018:
Ranking the 55 countries
2018 Country RepTrak®: The Top 10
Rank Country Score
1 Sweden 81.7 Top 10
2 Finland 81.6 • The top 10 countries list
Excellent remain largely stable
3 Switzerland 81.3
• Sweden returns to the
number 1 stop for the
4 Norway 81.1 first time since 2016
The presentation is confidential and contains proprietary information and intellectual property of Reputation Institute, which may not be reproduced or disclosed without
the express written permission of Reputation Institute. RepTrak® is a registered trademark of Reputation Institute. © 2018 Reputation Institute, all rights reserved. Source: Country RepTrak® 18
2018 Country RepTrak® Ranking
81.7 81.6 81.3 81.1 79.7 79.6 79.2 77.9 77.7 76.7
76.1 75.6 75.0 73.1 72.6 72.0 71.9 69.3 68.5 68.5
65.6 64.7 63.8 62.6 62.0 60.2 60.2 60.0 59.7 59.5
58.5 57.6 57.5 56.4 56.3 55.9 55.6 55.3 54.6 54.1
52.4 51.5 48.9 48.5 47.7 47.2 46.6 46.3 45.3 45.1
40.5 38.1 38.0 29.9 25.1
The presentation is confidential and contains proprietary information and intellectual property of Reputation Institute, which may not be reproduced or disclosed without
the express written permission of Reputation Institute. RepTrak® is a registered trademark of Reputation Institute. © 2018 Reputation Institute, all rights reserved. Source: Country RepTrak® 19
Country RepTrak® Key Learning:
Country Spotlight and Context
Appealing Environment: Increasingly Important
45%
39.1%
40% 37.2% 37.1% 37.9%
36.9% 36.1%
37.0%
35% 36.1% 36.0%
35.4%
20%
The presenta-on is confiden-al and contains proprietary informa-on and intellectual property of Reputa-on Ins-tute, which may not be reproduced or disclosed without
the express wri>en permission of Reputa-on Ins-tute. RepTrak® is a registered trademark of Reputa-on Ins-tute. © 2018 Reputa-on Ins-tute, all rights reserved. Source: Country RepTrak® 21
“Feel Good” Factors Drive Reputation
Weight since
Driver of Country Reputation Weight
‘16
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the express wri>en permission of Reputa-on Ins-tute. RepTrak® is a registered trademark of Reputa-on Ins-tute. © 2018 Reputa-on Ins-tute, all rights reserved. Source: Country RepTrak® 22
Sweden: What Makes it Most Reputable
• In 2018 Sweden went up from 3rd to 1st place and is one 2018 Attribute Scores for Sweden
of four countries with an excellent reputation: 81.7
Top 5 Attribute Drivers Sweden 2018 Scores
• Sweden has an (almost) universally excellent scores in The people of Sweden are friendly
the key drivers of reputation and is seen as the most and welcoming 79.6
ethical and progressive country Sweden is a safe place 81.0
Sweden is a beautiful country 85.3
Sweden’s generous social benefits and liberal vacation Sweden offers an appealing
policies have placed it on the top of the reputation lists lifestyle 81.7
over the past 7 years Sweden is an enjoyable country 80.5
Sweden accepted 163,000 immigrations during the
height of Europe’s migrant crisis Sweden is the #1 most ethical country with high transparency
and low corruption with a score of 79.7 as well as the country
Often seen as the world’s most gender equal country, with the most progressive social and economic policies (81.7)
Sweden has been very active in the #metoo movement
and is moving to pass a law to make intimate relations
without consent illegal
The presenta-on is confiden-al and contains proprietary informa-on and intellectual property of Reputa-on Ins-tute, which may not be reproduced or disclosed without
the express wri>en permission of Reputa-on Ins-tute. RepTrak® is a registered trademark of Reputa-on Ins-tute. © 2018 Reputa-on Ins-tute, all rights reserved. Source: Country RepTrak® 23
Finland: The Highest Climber Country
• Finland is one of the highest rank climbers Reputation Pulse for Finland (2017-2018)
moving from #7 in 2017 to #2 in 2018 and is 0.1
2017 2018
points behind Sweden with an excellent
reputation of 81.6
#7 #2
The presenta-on is confiden-al and contains proprietary informa-on and intellectual property of Reputa-on Ins-tute, which may not be reproduced or disclosed without
the express wri>en permission of Reputa-on Ins-tute. RepTrak® is a registered trademark of Reputa-on Ins-tute. © 2018 Reputa-on Ins-tute, all rights reserved. Source: Country RepTrak® 24
Greece: Largest Reputation Increase
• Greece has the highest reputational increase
Reputation Pulse for Greece (2017-2018)
with 2.1 points
Reputation Pulse Reputation Index
• Although Greece saw a reputational increase,
across the dimensions and attributes, there was
an average decline of 0.2 points
64.7 +7.1 57.6
• This indicates that Greece has a stronger
emotional equity rather than delivery on the
rational dimensions of reputation; in fact its
reputation is 7.1 points higher than its
performance in the rational attributes
Greece’s reputation increase by 2.1 points in 2018; 0.7
• The dimension in which Greece excels is points higher than the significant threshold
appealing environment with a strong score of
75.6; when it comes to government and
economy, Greece has weak scores
Significant difference > 1.4 for reputation pulse/dimensions and >2.9 for attributes
The presenta-on is confiden-al and contains proprietary informa-on and intellectual property of Reputa-on Ins-tute, which may not be reproduced or disclosed without
the express wri>en permission of Reputa-on Ins-tute. RepTrak® is a registered trademark of Reputa-on Ins-tute. © 2018 Reputa-on Ins-tute, all rights reserved. Source: Country RepTrak® 25
Canada’s Decline from the Top
• For the past 6 years Canada was consistently in
the Top 2; in 2018 Canada’s global reputation Reputation Pulse & Dimensions for Canada (2017-2018)
drops by 3.5 points and it goes from #1 to #7
86
• Canada’s reputation among its own -- has also 84.2
dropped : -1.7 points 84 82.8
82.0
82
• Canada’s biggest dimension drop is in effective 80 79.2
government with a 2.9 point drop 78.3
78
75.4 75.5
76
74 72.9
• Based on the Nanos survey, Trudeau’s 72
government’s approval slipped in 2017 70
68
• Canada is becoming stricter towards asylum
seekers -- as numbers of migrants crossing the 66
RepTrak Pulse Effective Advanced Economy Appealing
US border rises Government Environment
2017 2018
Significant difference > 1.4
The presenta-on is confiden-al and contains proprietary informa-on and intellectual property of Reputa-on Ins-tute, which may not be reproduced or disclosed without
the express wri>en permission of Reputa-on Ins-tute. RepTrak® is a registered trademark of Reputa-on Ins-tute. © 2018 Reputa-on Ins-tute, all rights reserved. Source: Country RepTrak®, The Guardian, Nanos Survey 26
UK Post Brexit: Reputation Rebound?
79
• Initially post the Brexit vote, 79.6
77 76.1
among the G8 UK’s reputation 76.4
74.1
dropped; however, in 2018 it 75
74.3
starts moving upwards 73
70.9
71.7
72.7
71 72.0
71.5
• On the other hand, internally 69
69.8
the UK had a lift in 2017 and a 67 68.3
significant 3.2 drop in 2018 65
2013 2014 2015 2016 2017 2018
G8 UK
The presenta-on is confiden-al and contains proprietary informa-on and intellectual property of Reputa-on Ins-tute, which may not be reproduced or disclosed without
the express wri>en permission of Reputa-on Ins-tute. RepTrak® is a registered trademark of Reputa-on Ins-tute. © 2018 Reputa-on Ins-tute, all rights reserved. Source: Country RepTrak® 27
USA: Reputationally Challenged, but Recovering?
58 56.4
56 54.7
• However, USA’s reputation 55.2
54
among Americans has dropped 52
53.9
7 points since the election of 50
President Trump 2013 2014 2015 2016 2017 2018
The presenta-on is confiden-al and contains proprietary informa-on and intellectual property of Reputa-on Ins-tute, which may not be reproduced or disclosed without
the express wri>en permission of Reputa-on Ins-tute. RepTrak® is a registered trademark of Reputa-on Ins-tute. © 2018 Reputa-on Ins-tute, all rights reserved. Source: Country RepTrak® 28
USA’s Reputation Overview
USA 2018 Attribute Scores
Country Attributes USA 2018 Scores
• Across the G8 countries brand USA has
USA has many well-known brands 79.9
a weak reputation in 2018: 56.4 points USA is technologically advanced 77.7
USA is a beautiful country 77.6
• Across the 17 country attributes, the US USA is an enjoyable country 75.1
has a range of scores going from strong USA is an important contributor to global culture 74.5
to weak: the difference of highest vs. USA produces high quality products and services 73.3
lowest attribute is 30.3 points USA values education 72.1
USA offers an appealing lifestyle 68.8
• The US has strong scores when it comes USA has a well-educated and reliable workforce 68.1
creating lots of successful brands, being USA offers a favorable environment for doing business 67.7
technologically advanced and beautiful; The people of USA are friendly and welcoming 66.1
but falls short when it comes to being USA has adopted progressive social and economic policies 57.0
ethical, having an effective government, USA is a responsible participant in the global community 56.6
or being safe USA is a safe place 54.0
USA operates efficiently 51.6
USA is run by an effective government 49.8
USA ethical country with high transparency and low corruption 49.6
The presenta-on is confiden-al and contains proprietary informa-on and intellectual property of Reputa-on Ins-tute, which may not be reproduced or disclosed without
the express wri>en permission of Reputa-on Ins-tute. RepTrak® is a registered trademark of Reputa-on Ins-tute. © 2018 Reputa-on Ins-tute, all rights reserved. Source: Country RepTrak® 29
USA vs. Russia: Lukewarm Relationship
USA RUSSIA
Ethical country with high ethical country with high
transparency & low Run by effective government transparency & low Run by effective government
corruption corruption
• Over the past year the media has been saturated with news regarding the US election, Russian meddling and
fake news.
• Both countries have low scores when it comes to ethical behavior and proper governance; however Russia’s
scores are declining while the US’ are improving
• Russians’ perception of the US is in the weak range and dropped 3.3 points since 2017; Americans’
perception of Russia is poor and dropped 8.3 points since 2017
The presenta-on is confiden-al and contains proprietary informa-on and intellectual property of Reputa-on Ins-tute, which may not be reproduced or disclosed without
the express wri>en permission of Reputa-on Ins-tute. RepTrak® is a registered trademark of Reputa-on Ins-tute. © 2018 Reputa-on Ins-tute, all rights reserved. Source: Country RepTrak® 30
Impact of Catalonia Unrest in Spain
• Spain experienced a significant decline in Reputation Pulse for Spain (2017-2018)
reputation in 2018 (-1.5 pts), but retains a strong
reputation 2017 2018
Significant difference > 1.4 for pulse and >2.9 for attributes
The presenta-on is confiden-al and contains proprietary informa-on and intellectual property of Reputa-on Ins-tute, which may not be reproduced or disclosed without
the express wri>en permission of Reputa-on Ins-tute. RepTrak® is a registered trademark of Reputa-on Ins-tute. © 2018 Reputa-on Ins-tute, all rights reserved. Source: Country RepTrak® 31
Reputation Turmoil in Latin America
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the express wri>en permission of Reputa-on Ins-tute. RepTrak® is a registered trademark of Reputa-on Ins-tute. © 2018 Reputa-on Ins-tute, all rights reserved. Source: Country RepTrak® 32
Latin America: Ethical and Socio-Political Issues
40
30
• Latin American countries have been struggling with
economic & social issues and scandals: Venezuelan crisis,
Mexican peso historic decline, the ongoing Operation Car 20
Wash in Brazil
10
• Scores for Latin American countries have declined;
especially in terms of effective government: being safe, 0
ethical and operating efficiently Effective Safe Place Ethical country Operates Efficiently
Government
Significant difference > 1.4 for dimension and >2.9 for attributes
2017 2018
Latin American Countries’ score is an average of scores for Argentina, Brazil, Chile, Colombia, Mexico, Peru and Venezuela
The presenta-on is confiden-al and contains proprietary informa-on and intellectual property of Reputa-on Ins-tute, which may not be reproduced or disclosed without
the express wri>en permission of Reputa-on Ins-tute. RepTrak® is a registered trademark of Reputa-on Ins-tute. © 2018 Reputa-on Ins-tute, all rights reserved. Source: Country RepTrak® 33
Venezuela: Reputation Decline Overview
• Venezuela had the largest decline among the Latin
American countries as well as the whole sample of 55 Reputation Pulse for Venezuela (2017-2018)
countries measured
2017 2018
• The crisis in Venezuela (2012-present) has affected all
dimensions of the country’s reputation, especially the
perception of its government
#39 #46
Significant difference > 1.4 for dimension and >2.9 for attributes
The presenta-on is confiden-al and contains proprietary informa-on and intellectual property of Reputa-on Ins-tute, which may not be reproduced or disclosed without
the express wri>en permission of Reputa-on Ins-tute. RepTrak® is a registered trademark of Reputa-on Ins-tute. © 2018 Reputa-on Ins-tute, all rights reserved. Source: Country RepTrak® 34
World Cup 2026: Goal to Unify
• Exceptions to this rule are USA’s perception of Canada USA Mexico 41.4 -11.0
(only strong score) and the reputation of USA among Mexico Canada 80.4 1.2
Canadians is increasing, as well as Mexico’s perception Mexico USA 51.0 -5.4
of Canada – excellent reputation.
The presenta-on is confiden-al and contains proprietary informa-on and intellectual property of Reputa-on Ins-tute, which may not be reproduced or disclosed without
the express wri>en permission of Reputa-on Ins-tute. RepTrak® is a registered trademark of Reputa-on Ins-tute. © 2018 Reputa-on Ins-tute, all rights reserved. Source: Country RepTrak® 35
Key Implications:
Summary of Key Learning
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the express written permission of Reputation Institute. RepTrak® is a registered trademark of Reputation Institute. © 2018 Reputation Institute, all rights reserved.
Country RepTrak®: Key Takeaways
• Overall country reputation declined in 2018, only a few retain an excellent
reputation – Sweden comes out on top as the most altruistic country
• Neither size nor economy might can guarantee excellent country reputation
• Key actions a country can take to improve and maintain reputation include:
― Foster and develop an appealing environment
― Need to create a country “feel good” factor
― It matters to be known and understood
― Develop a consistent country narrative and cultural back story is key
The presentation is confidential and contains proprietary information and intellectual property of Reputation Institute, which may not be reproduced or disclosed without
the express written permission of Reputation Institute. RepTrak® is a registered trademark of Reputation Institute. © 2018 Reputation Institute, all rights reserved. 37
Best practice steps
The presentation is confidential and contains proprietary information and intellectual property of Reputation Institute, which may not be reproduced or disclosed without
the express written permission of Reputation Institute. RepTrak® is a registered trademark of Reputation Institute. © 2018 Reputation Institute, all rights reserved. 38
Thank You
www.reputationinstitute.com
#CountryRepTrak
The presenta-on is confiden-al and contains proprietary informa-on and intellectual property of Reputa-on Ins-tute, which may not be reproduced or disclosed without
the express wri>en permission of Reputa-on Ins-tute. RepTrak® is a registered trademark of Reputa-on Ins-tute. © 2018 Reputa-on Ins-tute, all rights reserved.
@Reputation_Inst 39