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
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
CountryRepTrak®2017
CountryBrand
LocalBrandA LocalBrandB LocalBrandC LocalBrandD
6
Andprovidingmeaningtoitsposi=oning…
…forbe^erorworse
CountryRepTrak®2017
CountryBrandACributes
7
TheCountryRepTrak®Model
Emo<onalReputa=on
Ra<onalReputa=on
CountryRepTrak®2017
8
Thereputa=oneconomy
SupportiveBehaviours
ValueCreation
PerceptionsDirectExperiences
CountryActions&Communications
3rd-partyInfluence
Stereotypes
CountryRepTrak®2017
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.
CountryRepTrak®2017
10
• CountryRepTrak®methodology• ThemostreputedCountries• WhyisCountryReputa=onimportant?
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
CountryRepTrak®2017
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
CountryRepTrak®2017
Poor Weak Moderate Strong Excellent040607080100
13G8fieldwork:France,Germany,UnitedKingdom,Italy,UnitedStates,Canada,RussiaandJapan
Reputa=onbycountry(55countrieswithhigherGDP)
Poor/LowestTierWeak/VulnerableAvg./ModerateStrong/RobustExcellent/TopTier 80
+70-7960-6940-59<40
Norma<veScale
CountryRepTrak®2017
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
CountryRepTrak®2017
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
CountryRepTrak®2017
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
CountryRepTrak®2017
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%
CountryRepTrak®2017
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
CountryRepTrak®2017
19
Vs. 55 countries average Weight Evo. 2016-2017
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
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
CountryRepTrak®2017
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
CountryRepTrak®2017
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
CountryRepTrak®2017
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
CountryRepTrak®2017
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)
MexicogainsthesympathyoftheUSci=zensaterTrump´sthreats
CountryRepTrak®2017
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)
MexicogainsthesympathyoftheUSci=zensaterTrump´sthreats
CountryRepTrak®2017
25
OppositeeffectonUSA’sreputa=oninMexico…Thethreatsofthenewpresidentcauserejec=ontowardsthecountry.
CountryRepTrak®2017
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…
CountryRepTrak®2017
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
CountryRepTrak®2017
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
CountryRepTrak®2017
29
Majordecreasesin“ethicalcountry”and“responsiblepar=cipantintheglobalcommunity.”
Vs. 55 countries average Weight Evo. 2016-2017
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
-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%
CountryRepTrak®2017
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
CountryRepTrak®2017
31
Increasesin“favourableenvironmentfordoingbusiness”,”well-knownbrandsandcompanies”and“highqualityproductsandservices”,butdecreasesin“ethicalcountry.”
Vs. 55 countries average Weight Evo. 2016-2017
Technology 17
Well-known brands 16
Values education 15
Favorable environment for business 14
Culture 13
Well-educated and reliable workforce 11
Enjoyable country 5
Beautiful country 3
Safe place 2
Friendly and welcoming 1
High quality products and services 12
Effective Government 8
Operates efficiently 10
Responsible participant 7
Progressive social and economic policies 9
Appealing lifestyle 4
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%
CountryRepTrak®2017
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.
CountryRepTrak®2017
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
CountryRepTrak®2017
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
CountryRepTrak®2017
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%
CountryRepTrak®2017
36
Despiteseriousins=tu=onalcrisis,Brazil’sexternalreputa=onremainsstable
CountryRepTrak®2017
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
CountryRepTrak®2017
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
CountryRepTrak®2017
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”
CountryRepTrak®2017
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
CountryRepTrak®2017
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
CountryRepTrak®2017
42
Vs. 55 countries average Weight Evo. 2016-2017
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
-0,6
-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”
CountryRepTrak®2017
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
CountryRepTrak®2017
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
CountryRepTrak®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)
Poor/LowestTierWeak/VulnerableAvg./ModerateStrong/RobustExcellent/TopTier 80
+70-7960-6940-59<40
Norma<veScale
CountryRepTrak®2017
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
CountryRepTrak®2017
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
CountryRepTrak®2017
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
CountryRepTrak®2017
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
CountryRepTrak®2017
50
• CountryRepTrak®methodology• ThemostreputedCountries• WhyisCountryReputa=onimportant?
Agenda
51
LIVE0,77
BUY0,74
WORK0,75
INVEST0,73
VISIT0,71
STUDY0,73
ATTENDORORGANIZEEVENTS
0,70
Rela=onshipbetweenreputa=onandsuppor=vebehaviors
CountryRepTrak®2017
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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%.
CountryRepTrak®2017
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
CountryRepTrak®2017
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
CountryRepTrak®2017
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.
CountryRepTrak®2017
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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.
CountryRepTrak®2017
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Today’sSpeakers
FernandoPradoManagingPartnerReputa=onIns=tute
@fpradoRI
TheHonourablePerrinBeaCyPresidentandCEO
CanadianChamberofCommerce
DanielTischPresidentandCEOof
ArgylePublicRela=onships
@DanTisch
CountryRepTrak®2017
@PerrinBeatty