2013 City RepTrak Topline Report

2013 City RepTrak Topline Report
The Worlds View on Cities: An Online Study of the Reputation of 100 Cities
RepTrak is a registered trademark of Reputation Institute. 2013 Reputation Institute, all rights reserved.
About Reputation Institute
Copyright Reputation Institute. All rights reserved.
1. The Importance of City Reputation
Places are competing for Attention

Nations Regions
Cities
Why is Place Reputation important?

As in the case of companies, cities also have their own reputation which has an impact their performance.
Cities with a good reputation welcome more tourists Cities with a good reputation increase exports
Cities with a good reputation improve their public diplomacy
Cities with a good reputation attract FDI
Cities with a good reputation attract foreign knowledge & talent
The Reputation Economy applied to Place Reputation
Direct Experiencies
Perceptions
Citys Actions & Communications
Supportive Behaviors
Value Creation
3rd-party Influences
Stereotypes
2. City RepTrak Methodology
The Key Indicator of Reputation
Reputation Institute has been measuring reputations rigorously since 1999. Our approach is based on a simplified and standardized model for measuring reputations internationally. The City RepTrak Pulse, the beating heart of the model, is the degree to which people trust, admire, respect and have a good feeling for a place, or their emotional bond to the city.
City RepTrak Model: from Emocional to Rational

Underlying the Pulse score are three dimensions that influence perceptions of a city and its reputation, or the rational bond between stakeholder and city. It is the importance of these 3 dimensions which drive city reputation and stakeholder support, and they include Advanced Economy, Appealing Environment and Effective Government.
Emotional Reputation
Rational Reputation
Copyright Reputation Institute. All rights reserved. 9
City RepTrak Model: City Reputation Attributes

City RepTrak is a standardized scorecard that measures perceptions of cities based on key performance indicators designed to assess the relative appeal of the city to respondents on 13 characteristics organized into 3 dimensions.
Advanced Economy Produces many unique and well-respected products and services Is the headquarters location of many leading companies Is technologically advanced Is financially stable and has great potential for future growth Offers a favorable environment for doing business Appealing Environment Is a beautiful city Offers a wide range of appealing experiences, including food, sport, architecture, and entertainment Is home to many well-known artists, scientists, inventors, writers, athletes, and politicians Effective Government Offers a safe environment for visitors and residents Has a well-developed structure of political and legal institutions Follows progressive social, economic, and environmental policies Has an adequate infrastructure of transportation, communications, and public institutions Is run by well-respected leaders
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City RepTrak Model: Reputation & Value Creation

Having a strong reputation improves support. An increasingly globalized world with intensified competition makes city reputations matter more than ever. Attracting FDI, tourists, highly-skilled workers and being able to sell the products of the city abroad are facilitated by having a strong city reputation. This model shows the correlation between supportive behaviors and external reputation overall for 2013.
I would recommend visiting the city I would recommend living in the city I would recommend working in the city I would recommend investing in the city I would recommend buying products/services originating from the city
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3. Research Design
2013 City RepTrak Study Overview
Stakeholder Group (Target): G8 general public (only people who were somewhat or very familiar). City Selection: Largest populations Largest gross domestic products or GDP Cities which enjoy the highest amount of tourism Data Collection Method : CAWI (online interviews). Data Collection Period: From January to February 2013. Sample: Over 22,000 consumers from G8 countries rating the100 cities included in the study.
13
4. City RepTrak 2013 Results
2013 City RepTrak Top 10
1 2 3 4 5 6 7 8 9 10
Sydney Toronto Stockholm Vienna
77.4
76.9
76.9
76.9
Venice
Florence Edinburgh Zurich London Copenhagen
75.8
75.7
75.1
74.7
74.4
73.0
Scoring scale: 0-100 All score differences > 2.5 are significant at 95% confidence interval
15
2013 City RepTrak
1-25 1-25
Sydney (AUS) Toronto (CAN) Stockholm (SWE) Vienna (AUT) Venice (ITA) Florence (ITA) Edinburgh (GBR) Zurich (CHE) London (GBR) Copenhagen (DEN) Geneva (CHE) Helsinki (FIN) Munich (GER) Vancouver (CAN) Melbourne (AUS) Frankfurt (GER) Oslo (NOR) Montreal (CAN) Amsterdam (NLD) Dublin (IRL) New York (USA) Paris (FRA) Barcelona (ESP) Auckland (NZL) Rome (ITA) 77.3 76.9 76.9 76.9 Osaka (JPN) Madrid (ESP) Brussels (BEL) Adelaide (AUS) Prague (CZE) Tokyo (JPN) Boston (USA) San Francisco (USA) Lyon (FRA) Berlin (GER) Perth (AUS) Milan (ITA) Orlando (USA) Washington DC (USA) Lisbon (PTG) Dubai (UAE) Los Angeles (USA) Houston (USA) Miami (USA) Seattle (USA) Brisbane (AUS) New Orleans (USA) Singapore (SGP) Atlanta (USA) Bali (IDN)
26-50 26-50
71.4 71.0 70.8 70.7 70.4 70.0 70.0 69.6 69.3 68.3 67.9 67.9 67.3 67.2 67.1 66.6 66.5 65.9 65.9 65.3 65.0 64.8 64.5 63.8 63.6
75.8 75.7 75.1 74.7 74.4 74.3 74.3 74.2 74.0 73.6 73.5 73.1 73.0 73.0 72.8 72.6 72.6 72.5 72.2 72.1 71.9
2013 City RepTrak
51-75 51-75
Budapest (HUN) Montevideo (URY) Chicago (USA) Hong Kong (HKG) Warsaw (POL) Athens (GRE) Las Vegas (USA) St.Petersburg (RUS) Monterrey (MEX) Cancn (MEX) Cape Town (ZAF) Santiago (CHL) Abu Dhabi (UAE) Rio de Janeiro (BRA) Buenos Aires (ARG) Kuala Lumpur (MYS) Istanbul (TUR) Lima (PER) Taipei (TWN) San Juan (PRI) Seoul (KOR) Sao Paulo (BRA) Kiev (UKR) Jerusalem (ISR) Shanghai (CHN) 62.2 61.8 61.7 61.4 61.3 61.1 61.0 60.2 60.0 59.4 58.9 58.6 58.5 57.6 57.5 57.1 57.1 56.6 56.5 56.4 55.8 55.8 55.3 54.7 54.6 Johannesburg (ZAF) Macau (CHN) Santo Domingo (DOM) Port-au-Prince (HTI) Bangkok (THA) Guangzhou (CHN) Beijing (CHN) Mumbai (IND) New Delhi (IND) Ryadh (SAU) Mecca (SAU) Manila (PHL) Hanoi (VNM) Bogota (COL) Moscow (RUS) Kolkata/Calcutta (IND) Jakarta (IDN) Tel Aviv (ISR) Caracas (VEN) Mexico City (MEX) Cairo (EGY) Nairobi (KEN) Karachi (PAK) Tehran (IRN) Baghdad (IRQ)
76-100 76-100
54.5 54.4 54.0 53.3 53.2 52.7 52.6 51.9 51.7 51.2 50.7 50.4 50.3 50.2 50.0 50.0 49.9 49.4 49.0 47.2 46.1 44.4 43.5 32.1 28.5
2013 City RepTrak per Region
Europe
69.8
Asia-Pacific
57.3
Africa
53.2
North America 68.1
Latin America 55.5
*Average score of the cities measured in each region.
Country in which the city with the strongest reputation in the region resides.
City RepTrak in recent years Top 10 2013

2012
Vancouver London
2011
1 2 3 4 5 6 7 8 9 10
Sydney
Toronto
Vienna
Geneva
Stockholm
Sydney
Sydney
Vienna
Copenhagen
Vienna
Venice
Oslo
Venice
Florence
Barcelona
Rome
Edinburgh
Florence
Barcelona
Zurich
Venice
Oslo
London
Stockholm
Florence
Copenhagen
Melbourne
Vancouver
19
Positive Evolution of City RepTrak in the last year
Moscow 11.8% Toronto 11.5% New York 10.7% Amsterdam 11.2% Boston 10.5%
Bogota 10.6%
Evolution 2012-2013
Negative Evolution of City RepTrak in the last year
Tehran -9.4% Mxico City -8.5% Cairo -9.2% Taipei -8.6%
Caracas -10.5% Nairobi -12.7%
Evolution 2012-2013
Key Factors in Reputation: Dimension & Attribute Weights
25.3%
38.2%
26.9%
37.7%
35.4%
Adj R2 = 0.634 N = 20002
36.4%
Weights 2012
Reputation Profile of Cities
#1 Stockholm 75.1
Effective Government
Zurich Sydney 70
Munich
Baghdad Cairo
50
Tehran
Cities with a strong reputation present a balanced reputation profile
30
Cities with a poor reputation have a more uneven profile
10
Appealing Environment
Advanced Economy
#1 Rome 80.9
#1 New York 78.7
23
Key Factors in Reputation: Dimension & Attribute Weights
Appealing Environment 37.7%
Beautiful City Appealing Experiences Well-Known Personalities
12,3 8,9 7,0
Effective Government 35.4%
Safety Social, Economic & Environmental Policies Well-Respected Leaders Adequate Transport, Communications & Infrastructure Well-Developed Political & Legal Institutions
10,8 8,0 8,0 6,9 6,8
-0,5
Advanced Economy 25.3%
Well-Respected Products & Services Financially Stable & Future Growth Business Environment Technology Headquarters of Leading Companies
7,0 6,8 6,7 5,6 5,4

Adj R2 = 0.646 N = 20002
+0,9
Evolution 2012-2013
Value Creation: Reputation & Declared Willingness

Visit 0.72
Invest 0.70
Live 0.75
Work 0.74
Buy 0.75
Pearson correlations.
Supportive Behaviors towards Cities Top 10
Visit
Venice New York Edinburgh Amsterdam Barcelona Sydney Florence Rome Vienna London
Invest
86.5
New York Zurich Sydney Munich Adelaide Tokyo Toronto Frankfurt Osaka Geneva
70.6
84.8
84.1 83.6 83.1 83.1 82.9 82.7 82.7 82.5
69.8 69.7
68.0
67.3 66.9 66.8 66.4 66.4 66.2
Live
Sydney Toronto Zurich Stockholm Edinburgh Vancouver Melbourne Florence Munich Vienna
74.7 74.5
71.5 70.9 70.7 70.5 70.5 69.7 69.4 69.2
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Supportive Behaviors towards Cities Top 10
Work
Toronto Zurich Sydney Frankfurt Stockholm New York Munich London Edinburgh Vancouver
Buy
73.6 73.4 73.1
71.5 71.3 71.3 71.1 70.5
New York Munich Tokyo Zurich Toronto Sydney Frankfurt Edinburgh London Stockholm
74.0
72.5 72.3 72.2 72.0 71.8 71.5 71.0 70.8 70.4
69.7 69.5
4. Link between Country & City Reputation
City RepTrak & Country RepTrak

There is a demonstrated correlation between the reputation of a city and the reputation of its country. In general, the reputation of a city tends to be higher than that of the country in which it resides.
90
80
70
60
Country RepTrak
50
40
30
20
10
0 10 20 30 40 50 60 70 80 90
City RepTrak
29
Gap between RepTrak & Country RepTrak
23.5 23.4
Hong Kong St.Petersburg Dubai Shanghai Macau
Cities with stronger reputation than their countries
17.3
16.7 16.6 15.4 15.2 14.8
Montevideo
New York Guangzhou Beijing Karachi
14.8
14.7
-1.1 -1.6 -2.0 -2.0 -2.6 -3.0 -3.6 -5.5
Bangkok
Zurich Geneva Sao Paulo Melbourne Vancouver
Montreal
Adelaide Perth Brisbane
-8.2
-11.2
Cities with weaker reputation than their countries
30
5. About Reputation Institute
About Reputation Institute

Reputation Institute is the worlds leading reputation-based advisory firm, founded by Dr. Charles Fombrun and Dr. Cees van Riel in 1997. We enable many of the worlds leading companies to make more confident business decisions that build and protect reputation capital and drive competitive advantage. Our most prominent management tool is the RepTrak model for analyzing the reputations of companies and institutions best known via the Forbes published Global RepTrak 100, the worlds largest study of corporate reputations. Businesses and executives regularly discover best practices in reputation management by affiliating with our Knowledge Center and participating in its learning programs and networking events. Reputation Institute has offices and associates in 30 countries around the world. For more information, visit: http://www.reputationinstitute.com For City specific results: placereputation@reputationinstitute.com For more information, visit: www.reputationinstitute.com/contact-us To find your local office please visit our website: www.reputationinstitute.com/contact-us
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2013 City RepTrak Topline Report

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2013 City RepTrak Topline Report

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2013 City RepTrak Topline Report

About Reputation Institute

Copyright Reputation Institute. All rights reserved.

1. The Importance of City Reputation

Places are competing for Attention

Copyright Reputation Institute. All rights reserved.

Why is Place Reputation important?

Cities with a good reputation improve their public diplomacy

Cities with a good reputation attract FDI

Cities with a good reputation attract foreign knowledge & talent

Copyright Reputation Institute. All rights reserved.

The Reputation Economy applied to Place Reputation

Copyright Reputation Institute. All rights reserved.

2. City RepTrak Methodology

The Key Indicator of Reputation

Copyright Reputation Institute. All rights reserved.

City RepTrak Model: from Emocional to Rational

City RepTrak Model: City Reputation Attributes

Copyright Reputation Institute. All rights reserved.

City RepTrak Model: Reputation & Value Creation

Copyright Reputation Institute. All rights reserved.

2013 City RepTrak Study Overview

Copyright Reputation Institute. All rights reserved.

4. City RepTrak 2013 Results

2013 City RepTrak Top 10

Sydney Toronto Stockholm Vienna