Country RepTrak 2017 Webinar V10-171017a

2017
Country RepTrak
The Worlds Most Reputable Countries
Reputa=on Ins=tute
June 2017
The Worlds View on Countries: An Online Study of the Reputa<on of 55 Countries 1

About Reputa=on Ins=tute
The world leader in Reputa=on Management research
We enable leaders to make business decisions
Reputa=on Ins=tute is the worlds leading that build and protect reputation capital and
reputa=on-based research advisory rm, drive competitive advantage
founded by Dr. Charles Fombrun and
Dr. Cees van Riel in 1997.

Reputa=on Ins=tutes RepTrak
Research is the worlds largest and
highest quality norma=ve reputa=on
benchmark database.
c

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

Our most prominent management tool is the Knowledge Research Advice
RepTrak model for analyzing the reputa=ons of
companies and ins=tu=ons best known via the Publication Information Insight
Conferences Analysis Strategy
Forbes-published Global RepTrak 100, the Training Presentation Activation
worlds largest study of corporate reputa=ons.
2
Country RepTrak 2017
Todays Speakers
Fernando Prado The Honourable Perrin BeaCy Daniel Tisch

Managing Partner President and CEO President and CEO of
Reputa=on Ins=tute Canadian Chamber of Commerce Argyle Public Rela=onships
@fpradoRI @PerrinBeatty @DanTisch
3
Agenda
Country RepTrak methodology
The most reputed Countries
Why is Country Reputa=on important?
4
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
And providing meaning to its posi=oning
Country Brand
ACributes
for be^er or worse

6
The Country RepTrak Model
Emo<onal Reputa=on

Ra<onal Reputa=on
7

The reputa=on economy
Direct Experiences
Perceptions Supportive Value
Behaviours Creation
Country Actions &
Communications
3rd-party Influence
Stereotypes
8
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 2017.

Sample: Over 39,000 consumers from G8
countries:
800 ra=ngs for external image
300 ra=ngs for self-image
Addi=onal samples in specic markets.
9
Agenda
10
Country RepTrak: Top 20
Position vs Position vs
2016 2016
1 Canada 82,8 +1 11 Austria 76,8 =
2 Switzerland 82,8 +2 12 Japan 76,5 +2
3 Sweden 82,5 -2 13 Spain 74,6 +4
4 Australia 81,6 +1 14 Italy 73,8 -2
5 New Zealand 81,1 +2 15 Belgium 73,7 +1
6 Norway 81,1 -3 16 Germany 72,4 +2
7 Finland 80,3 -1 17 Portugal 71,8 +2
8 Denmark 79,8 = 18 United Kingdom 71,5 -5
9 Netherlands 78,5 +1 19 France 71,0 -4 Norma<ve Scale
Excellent/ Top Tier 80

Strong/ Robust +
70-79
10 Ireland 77,4 -1 20 Singapore 70,1 = Avg./ Moderate

Weak/ Vulnerable
60-69
40-59
Poor/ Lowest Tier <40
11
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 28,3
0 40 60 70 80 100
Poor Weak Moderate Strong Excellent
12
Reputa=on by country (55 countries with higher GDP)
Norma<ve Scale
Excellent/ Top Tier 80
Strong/ Robust +
70-79
Avg./ Moderate 60-69
Weak/ Vulnerable 40-59
Poor/ Lowest Tier <40
G8 eldwork: France, Germany, United Kingdom, Italy, United States, Canada, Russia and Japan
13
Pases que ms han 14,3% Greece Grecia
13,8% UAE EAU (incl. Abu Dab
mejorado su reputacin

10,7% Egypt Egipto
10,5% India India
8,6% Kazakhstan
Kazajistn
8,5% Singapore
Singapur
7,5% Saudi Arabia
Arabia Saud
6,5% Turkey Turqua
Evolu=on of Country RepTrak in the last year Pases que ms han

5,6%
5,4%
5,2% 14,3%
Thailand
Romania
Tailandia
Rumana
Grecia
Greece Espaa
Spain
mejorado su reputacin 4,5% 13,8% EAU (incl. Abu Da
UAE Pakistn
Pakistan
4,0% 10,7% Egipto
Egypt Taiwn
Taiwan
3,9% 10,5% India
India Ucrania
Ukraine
3,9%8,6% Czech Republic
KazajistnCheca
Kazakhstan
Repblica
3,7% 8,5% South Korea
SingaporeSingapur
Corea del Sur
3,7%7,5% Qatar Arabia Saud
Saudi Arabia
Qatar
3,7%
6,5% Belgium
Turkey Blgica
Turqua
-6.4% 3,6%
5,6% Algeria
ThailandArgelia
Tailandia
3,3%
5,4% China
Romania China
Rumana
3,2%
5,2% Switzerland
Suiza
Spain Espaa
3,2% Japan Japn
8.6% 4,5% Pakistan Pakistn
3,1% PortugalPortugal
4,0% Taiwan Taiwn
3,0% MexicoMxico
3,9% UkraineUcrania
-8.1% 6.5% 2,9% Poland Polonia
14.3% 3,9% Czech Republic
Malaysia
Repblica Checa
2,7%
3,7%
Malasia
South Korea
Corea del Sur
2,6% South Africa
Sudfrica
-4.3% 3,7% Qatar Qatar
2,5% Chile Chile
10.7% 3,7%
2,4%
Belgium Blgica
New Zealand
Nueva Zelanda
13.8% 10.5% 3,6%
2,3%
Algeria Argelia
Germany Alemania
7.5% 3,3% China Indonesia
China
2,3% Indonesia
3,2%
2,2% Switzerland
Colombia Suiza
Colombia
3,2%
2,2% Japan Canad
Canada Japn
-5.4% 3,1%
2,0% Portugal
AustraliaPortugal
Australia
3,0%
1,9% MexicoHolanda
Mxico
Netherlands
8.5%
2,9%
1,6% Poland Polonia
Austria Austria
2,7%
1,3% Malaysia
Denmark Malasia
Dinamarca
2,6%
1,2% South Africa
Sweden Sudfrica
Suecia
2,5%
0,8% Finland
Chile Finlandia
Chile
2,4%
0,5% Norway
New Zealand
Nueva Zelanda
Noruega
0,4%
2,3% Israel
Germany Israel
Alemania
0,2%
2,3% Ireland Irlanda
IndonesiaIndonesia
-0,5% 2,2% Argentina
ColombiaArgentina
Colombia
-0,5% 2,2% Peru
CanadaPer
Canad
-1,4% Italy Italia
Australia
2,0% Australia
-1,5% Venezuela
Venezuela
Netherlands
1,9% Holanda
-2,0% France Francia
1,6% Austria Austria
-2,1% Brazil Brasil
1,3% Denmark Dinamarca
-2,6% Iraq
1,2% SwedenIrak
Suecia
-3,0% Philippines
Growth >+6.0% 0,8% FinlandFilipinas
Finlandia
-3,8% United Kingdom
Reino Unido
Growth between +3.0% and +6.0% 0,5% Norway
Iran Noruega
-4,3% Irn
Israel Israel
Growth between +2.3% and +3.0%
Pases que ms han -5,4% 0,4% Nigeria Nigeria
empeorado su 0,2% Ireland Irlanda
Russia
Between -2.3% and +2.3% -6,4% Rusia
Argentina
Decreases between -2.3% and -4.0%
reputacin -8,1%-0,5% Argentina
United States
EEUU
-0,5% Peru Per
Decreases >-4.0% -1,4% Italy Italia 14
-1,5% VenezuelaVenezuela
Familiarity vs Reputa=on
15
Country RepTrak Top 10 by Year
2017 2016 2015 2014 2013 2012
1 Canada Sweden Canada Switzerland Canada Canada
2 Switzerland Canada Norway Canada Sweden Australia
3 Sweden Switzerland Sweden Sweden Switzerland Sweden
4 Australia Australia Switzerland Finland Australia Switzerland
5 New Zealand Norway Australia Australia Norway Norway
6 Norway Finland Finland Norway Denmark New Zealand
7 Finland New Zeeland New Zealand Denmark New Zealand Finland
8 Denmark Denmark Denmark New Zealand Finland Denmark
9 Netherlands Ireland Netherlands Netherlands Netherlands Austria
10
Ireland Netherlands Belgium Germany Austria Netherlands
16
The strengths of Canada's reputa=on
Vs. 55 countries average Weight Evo. 2016-2017
23,5 Safe place 2 1,6%
23,4 Ethical country 6 0,2%
22,2 Effective Government 8 2,0%
21,1 Progressive social and economic policies 9 1,6%
20,5 Appealing lifestyle 4 1,3%
19,8 Responsible participant 7 1,5%
19,3 Favorable environment for business 14 0,0%
18,1 Operates efficiently 10 -0,7%
17,6 Values education 15 0,5%
17,3 Well-educated and reliable workforce 11 0,3%
16,4 Technology 17 -0,4%
15,5 High quality products and services 12 -1,1%
14,7 Culture 13 -0,2%
14,4 Well-known brands 16 -3,5%
14,4 Beautiful country 3 1,1%
13,3 Enjoyable country 5 -0,1%
13,2 Friendly and welcoming 1 1,4%
17
USA is the country with the highest reputa=on drop in 2017
G8
70
60,6 60,1
59,6 59,5
60
56,6 57,1
56,0
54,7
51,4
50
40
2009 2010 2011 2012 2013 2014 2015 2016 2017
18
Strengths and weaknesses of USA's reputa=on
25,1 Well-known brands 16 0,6%
20,8 Technology 17 0,3%
13,4 Culture 13 0,5%
11,5 High quality products and services 12 -0,6%
8,6 Values education 15 -0,1%
7,5 Favorable environment for business 14 -3,3%
5,3 Enjoyable country 5 -0,6%
5,3 Appealing lifestyle 4 -2,4%
3,4 Well-educated and reliable workforce 11 -3,6%
0,9 Beautiful country 3 -1,0%
-1,0 Responsible participant 7 -9,2%
-3,8 Progressive social and economic policies 9 -11,8%
-4,4 Friendly and welcoming 1 -4,1%
-5,2 Safe place 2 -2,0%
-5,8 Operates efficiently 10 -5,8%
-7,2 Effective Government 8 -21,6%
-7,3 Ethical country 6 -11,0%
Perl compara=vo: Media de todos los pases del estudio 19

USAs percep=on in Eec=ve Government
G8
70
65,7 65,2
64,6
63,0 62,9 62,9
62,4
60
55,9
54,5
50
49,3
40
2008 2009 2010 2011 2012 2013 2014 2015 2016 2017
20
Mexico gains the sympathy of the US ci=zens ater Trumps threats
Mexicos reputation
United(RepTrak Pulse) in the USA
States of America
60
52,3
50,8
50
47,2
43,9
39,9 39,4
40 38,8 38,3
35,3
33,5
30
2008 2009 2010 2011 2012 2013 2014 2015 2016 2017
21
Educated and reliable workforce

EEUU (Mexico in the USA)
60
55
51,7
50
46,4
45 43,2
42,6
40 37,7
35 33,8
30
2012 2013 2014 2015 2016 2017
22
I would invest inEEUU

Mexico (USA)
50
47,0
45
42,5
40,3
40
35 32,9
31,8 32,4
30,2 30,2 30,6
30
25
20
2009 2010 2011 2012 2013 2014 2015 2016 2017
23
EEUU
I would visit Mexico (USA)
70
65
61,0
60,1
60 58,4
55 53,9
51,2
49,8
50 48,7
45,7
45
40
2009 2010 2011 2012 2013 2014 2015 2016 2017
24
Opposite eect on USAs reputa=on in Mexico
The threats of the new president cause rejec=on towards the country.
USAs reputation (RepTrak Pulse) in Mexico
70,0
62,4
60,2
58,8
60,0 57,3
52,0 52,1
50,0
41,6
40,0
34,6
30,0
20,0
2009 2010 2011 2012 2013 2014 2015 2016 2017 2018
25
The nega=ve eect is more relevant in some specic a^ributes
Mxico
USA is run by an effective government (Mexico)
80
75
71,5
70
65,3
65
60,5 60,9
60
55
50
46,3
45
40
2013 2014 2015 2016 2017
26
and suppor=ve behaviors
I would work in the USA (Mexico)

Mexico
80
76,2
72,5
71,5
70 67,7
60
57,4
50
2013 2014 2015 2016 2017
27
Russias reputa=on is gevng worse ater previous year peak
60
55
50
45
42.8
41.8
43.0
40 39.3 40.3
39.9 39.9 39.4
38.3
35
30
2009 2010 2011 2012 2013 2014 2015 2016 2017
28
Major decreases in ethical country and responsible par=cipant in
the global community.
-0,4 Culture 13 2,1%
-6,6 Technology 17 -1,3%
-7,5 Beautiful country 3 4,7%
-7,8 Values education 15 -0,2%
-8,2 Well-educated and reliable workforce 11 0,1%
-11,5 High quality products and services 12 -1,3%
-12,0 Enjoyable country 5 2,0%
-12,8 Friendly and welcoming 1 0,8%
-12,9 Well-known brands 16 -6,1%
-15,0 Favorable environment for business 14 -4,7%
-16,8 Safe place 2 -6,0%
-19,4 Appealing lifestyle 4 -4,1%
29
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)
60
55
50
48.8
47.3
45 43.9 45.7
42.9
41.3 41.6 41.0 42.6
40
35
30
2009 2010 2011 2012 2013 2014 2015 2016 2017
30
Increases in favourable environment for doing business, well-known
brands and companies and high quality products and services, but
decreases in ethical country.
9,4 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%
-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%
-11,4 Progressive social and economic policies 9 0,5%
-15,1 Appealing lifestyle 4 3,5%

31
USA, Russia and China have a much be^er ra=onal evalua=on than their
overall reputa=on (emo=onal) score.
EMOTIONAL CONNECTION EMOTIONAL DISCONNECT
COUNTRY 2016 REPTRAK REPTRAK between COUNTRY 2016 REPTRAK REPTRAK between Pulse
PULSE INDEX Pulse and PULSE INDEX and Index
Index
Peru 62.8 57.46 5.4 United States of America 54.7 63.98 -9.3
Thailand 65.0 60.10 4.9 Russia 40.3 48.08 -7.8
New Zealand 81.1 76.77 4.4 China 48.8 55.37 -6.5
Spain 74.6 70.43 4.2 South Korea 56.8 61.81 -5.0
Ireland 77.4 73.38 4.0 Saudi Arabia 43.9 48.78 -4.9
Portugal 71.8 67.88 4.0 Iran 32.8 36.02 -3.3
Brazil 59.6 55.69 3.9 Qatar 53.4 56.63 -3.2
Australia 81.6 77.84 3.7 Israel 52.2 55.36 -3.2
Egypt 53.6 49.91 3.7 Turkey 48.9 51.43 -2.6
India 59.1 55.51 3.6 Germany 72.4 74.75 -2.4
Emo=onal halo is when a countrys pulse is higher than the countrys a^ributes scores weighted average
Emo=onal disconnect is when a countrys pulse is lower than the countrys a^ributes scores weighted average 32
The Brexit eect on the UK reputa=on: it falls externally, but it grows
internally.
85
80 79.6
76.1
74.3
75
73.2
70.9 72.7 74.1
71.7 71.5
72.3
70 68.5 68.2 68.9
69.8
68.3
66.2 67.1 67.4
65
60
55
2009 2010 2011 2012 2013 2014 2015 2016 2017
Olympic Cameron Scotland General
The UK
Games promises Referendum elec<ons:
voted for
referendum Conserva<ve
the Brexit
for Brexit party wins
33
The Brexit eect on the UK reputa=on
UK USA Western Europe
85
81.7
80 79.2 79.6
76.9
76.1
76.4
75 73.4 74.0 74.3
73.7 73.2
70.9 72.7 74.1
69.9 71.7 71.1
72.3 69.6
70
68.5 68.2
69.1
67.8 68.5
67.1 65.8
65
64.2
60
55
2009 2010 2011 2012 2013 2014 2015 2016 2017
Olympic Cameron Scotland General The UK
Games promises Referendum elec<ons: voted for
referendum Conserva<ve the Brexit
for Brexit party wins
34
It has also an eect on suppor=ve behaviors such as I would invest in
the UK, or I would work in the UK.
Vs. 55 countries average Evo 2016-2017
STUDY 23,0 STUDY 0,7%
WORK 16,1 WORK -3,4%
LIVE 14,0 LIVE -2,3%
ATTEND 13,3 ATTEND -3,0%
VISIT 12,2 VISIT 3,0%
INVEST 11,9 INVEST -3,9%
BUYING 11,7 BUYING -2,8%
35
Despite serious ins=tu=onal crisis, Brazils external reputa=on remains
stable
80
70
66,8 67,2
65,8
65,0
63,0
60 58,7
56,6 57,7 60,7 61,0 60,9 59,6
58,6 59,3
54,6
49,4
50
47,5
47,6
40
2009 2010 2011 2012 2013 2014 2015 2016 2017

G8 Brazil
36
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
54,6 55,3 54,4
53,3
50,0 50,1
49,1
50 48,0
40,1
39,2
40
30,2
30
26,6
24,9
20
2010 2011 2012 2013 2014 2015 2016 2017
37
Poli=cal environment falls sharply
Venezuela has an effective government

G8 Latam Venezuela
60
49,5 49,7 50,5

50 47,7
45,7 45,9
44,2
40,1
40
33,2
31,1
30
18,5
20
12,4
10 5,9
0
2010 2011 2012 2013 2014 2015 2016 2017
38
and so does safety
Venezuela is a safe place
G8 Latam Venezuela
60
49,0 48,4
50 46,5 46,8 47,4 46,4
45,7
40 35,6
31,9
30
21,1
20 17,6
10,5
10
0
2010 2011 2012 2013 2014 2015 2016 2017
39
Colombias reputa=on has a posi=ve trend since the peace process
started
G8 Latam Colombia
75
68,4
65,3
65
60,5
59,5
58,4
57,0
55,3
55 53,2
50,2 51,0
46,6
45 47,6 48,0
47,0
45,3
41,6 42,0 42,3
40,3
35
2010 2011 2012 2013 2014 2015 2016 2017
Beginning of the
peace process
40
Panama papers scandal had li^le eect on Panamas overall
reputa=on
G8 Latam
75
65
60,4
59,6 59,6 59,6 59,5
58,5
57,8 57,6
55 57,0
52,1
49,4
45
2012 2013 2014 2015 2016 2017
41
but it did had an eect in certain atributes such as ethical
country, and responsable par=cipant in the global community
-1,0 Friendly and welcoming 1 -0,2%
-1,8 Appealing lifestyle 4 -2,7%
-1,9 Safe place 2 -1,9%
-2,8 Favorable environment for business 14 -2,4%
-4,3 Enjoyable country 5 -1,7%
-6,5 Well-known brands 16 -5,9%
-6,7 Well-educated and reliable workforce 11 -1,4%
-6,7 High quality products and services 12 -5,2%
-7,2 Values education 15 -1,8%
-8,0 Culture 13 -4,4%
-8,4 Technology 17 -7,1%
42
Spain and Portugal climb in the reputa=on ranking as their economies
improve and have greater poli=cal stability
Spain Portugal
80
74.6
75 70.7 71.0 70.9
68.6
70 66.8 66.5 67.1
65.2 71.8
69.7
65 67.5
64.9 61.3 64.7
60 63.8
61.5
60.3
55
50
45
40
2009 2010 2011 2012 2013 2014 2015 2016 2017
43
Greece improves its reputa=on ater leaving the media headlines
80
75
70
65 68.0
65.7
60 62.5
55 58.9 58.6
55.4 54.7
50
50.6
45
46.5
40
2009 2010 2011 2012 2013 2014 2015 2016 2017
44
1
Canada 87.8
2
Russia 81.1
3
Germany 80.4
4
Peru 80.1
5
United Kingdom 79.6
6
United States of America 78.0
7
Japan 77.3
8
76.1
Internal Reputa=on (Self-Image)
Portugal
9
France 73.6
70.9
10
Morocco
69.9
11
Chile
67.9
12
Spain
67.7
13
Turkey
67.3
14
Argentina
64.6
15
Mexique
63.6
16
Italy
60.5
17
Colombia
47.6
18
Brazil
43.3
19
South Africa
Strong/ Robust
Avg./ Moderate
Norma<ve Scale
Poor/ Lowest Tier

Weak/ Vulnerable
Excellent/ Top Tier
+
80
<40
60-69
40-59
70-79
45
Russia 40.8
United States of America 23.4

Least self-critical countries
Turkey 18.8
Peru 17.3
Colombia 12.4
Morocco 11.5
Mexique 9.5
Chile 9.2
United Kingdom 8.1
Germany 8.1
Argentina 7.4
Canada 5.0
Portugal 4.3
France 2.6
Japan 0.8
Spain -6.7
Italy -10.2
Reputa=on dierence between internal and external valua=on
South Africa -11.8
Brazil -12.0
Most self-critical countries
46
Key Drivers of Reputa=on: Appealing Environment becomes most important
2017 Country RepTrak
40% 37.9% APPEALING ENVIRONMENT

37.2% 36.9% 37.1%
38%
36% 37.0% EFFECTIVE GOVERNMENT
35.4% 36.1% 36.0%
25.1% 37,9% 34%
32%
30%
27.4% 27.1% 26.9%
28%
25.1%
26% ADVANCED ECONOMY
24%
22%
20%
37.0%
Adj R2 = 0,728
N = 56.000 47
STATEMENT WEIGHT
The people of Country are friendly and welcoming 8,4

APPEALING
ENVIRONMENT Is a beau<ful country 7,3
37,9% Oers an appealing lifestyle 6,9
Is an enjoyable country 6,7
STATEMENT WEIGHT
Is a safe place 7,7

Ethical country with high transparency and low corrup<on 6,7
EFFECTIVE 6,3
Is a responsible par<cipant in the global community
GOVERNMENT
Has adopted progressive social and economic policies 6,0
37,0%
Is run by an eec=ve government 6,0
Operates eciently it does not impose unnecessary taxes or waste resources 5,6
Oers a favorable environment for doing business 5,0
STATEMENT WEIGHT
Has a well-educated and reliable workforce 5,2

Is an important contributor to global culture 5,1
ADVANCED
Produces high quality products and services 5,1
ECONOMY
25,1% Values educa=on 4,4
Has many well-known brands 4,3
Is technologically advanced 3,4
Adj R2 = 0,734
N = 56.000 48
Country RepTrak Top 10 by Dimension
Appealing Environment Advanced Economy Eec<ve Government
Australia Sweden
1 Japan
Switzerland
2 Canada Sweden
Norway
3 New Zealand Switzerland
4 Sweden Germany Finland
5 Italy Canada Canada
Denmark
6 Switzerland Norway
7 Norway United Kingdom Australia
8 Finland France Netherlands
9 Ireland Finland New Zealand
Denmark
10 Netherlands Austria
49
Agenda
50
Rela=onship between reputa=on and suppor=ve behaviors
WORK
0,75
LIVE BUY
0,77 0,74
INVEST STUDY
0,73 0,73
VISIT ATTEND OR
0,71 ORGANIZE EVENTS
0,70
51
The economic impact of country reputa=on
Tourism Exports
For every addi=onal Pulse point, there will For every addi=onal Pulse point, there will be
be on average an increase of +3.1% in on average an increase of +1.7% in the
the visitors from a par=cular market, exports to a par=cular market,
Visitors per capita
with a mul=plier eect of
by Pulse score.
15%. Exports rate by Pulse score 1,6%.
with a mul=plier eect of
0,6
1,2
0,5
Visitors per capita
1,0
Exports/GDP
0,8 0,4
0,6
0,4
0,3
0,2
0,2 0,1
0,0
0,0
50 55 60 65 70 75 80 85
50 55 60 65 70 75 80 85
Pulse Pulse 52
Suppor=ve Behaviours towards Countries Top 10
Visit Invest
Canada 1 87.2 Switzerland 1 75.8
Australia 2 87.1 Sweden 2 75.4
New Zealand 3 86.8 Japan 3 74.8
Switzerland 4 86.4 Canada 4 73.6
Italy 5 85.9
Australia 5 72.1
Sweden 6 85.8
Finland 6 72.0
Norway 7 71.5
Norway 7 85.0
Germany 8 71.3
Finland 8 84.6
New Zealand 9 70.8
Ireland 9 84.2
Denmark 10 69.8
Spain 10 84.1
Live Buy
Canada 1 80.0 Switzerland 1 79.5
Australia 2 78.4 Sweden 2 78.9
Switzerland 3 78.3 Japan 3 78.6
Sweden 4 77.9 Germany 4 77.0
New Zealand 5 77.6 Finland 5 76.6
Norway 6 75.4 Canada 6 76.1
Denmark 7 75.2 Italy 7 75.9
Finland 8 74.4 Denmark 8 75.2
Austria 9 73.3 Norway 9 74.9
Italy 10 71.1 New Zealand 10 74.5

53
Suppor=ve Behaviours towards Countries Top 10
Work Study
Switzerland 1 78.9 Canada 1 79.4
Canada 2 78.7 Sweden 2 79.0
Sweden 3 78.5 Switzerland 3 78.7
Australia 4 77.9 Australia 4 76.9
Norway 5 76.4 Norway 5 76.0
New Zealand 6 75.4 Finland 6 75.9
Finland 7 74.6 Denmark 7 75.5
Denmark 8 74.4 New Zealand 8 75.2
Germany 9 72.9 Austria 9 74.1
Austria 10 72.4 Japan 10 73.9
Attend/Organize events
Sweden 1 78.1
Switzerland 2 77.7
Finland 3 76.7
New Zealand 4 76.2
Canada 5 76.1
Australia 6 75.8
Norway 7 74.6
Japan 8 74.6
Denmark 9 73.9
Austria 10 73.0 54
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 dierent aCributes and dimensions.
Three main dimensions explain a countrys reputa=on:
Quality of life (appealing environment).
Quality of its ins=tu=ons (eec=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 rst posi<on of the ranking, recovering the leadership it had between 2011 and
2015. Switzerland, Sweden, Australia, New Zeeland complete the top ve list of most reputed
countries.
55
Conclusions (2)
USA is the country with the highest reputa<on drop in 2017 driven by important decreases in
a^ributes such as eec=ve government, social welfare or ethical and transparent country.
While Mexico gains the sympathy of the US ci<zens ater President Trumps threats.
The external percep=on of La=n-American countries diers from the local perspec=ve probably due
to the lack of knowledge of their reality.
Russias 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 countrys 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
Todays Speakers
Fernando Prado The Honourable Perrin BeaCy Daniel Tisch

Managing Partner President and CEO President and CEO of
Reputa=on Ins=tute Canadian Chamber of Commerce Argyle Public Rela=onships
@fpradoRI @PerrinBeatty @DanTisch
57
Thank you
@Reputa0on_Inst #RepTrak
www.reputa0onins0tute.com
info@reputa0onins0tute.com 58

Country RepTrak 2017 Webinar V10-171017a

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2017

The Worlds View on Countries: An Online Study of the Reputa<on of 55 Countries 1

Fernando Prado The Honourable Perrin BeaCy Daniel Tisch

Local Brand A Local Brand B Local Brand C Local Brand D

endorsing local brands

for be^er or worse

Data Collec<on Period: March 2017.

1 Canada 82,8 +1 11 Austria 76,8 =

2 Switzerland 82,8 +2 12 Japan 76,5 +2

3 Sweden 82,5 -2 13 Spain 74,6 +4

4 Australia 81,6 +1 14 Italy 73,8 -2

5 New Zealand 81,1 +2 15 Belgium 73,7 +1

6 Norway 81,1 -3 16 Germany 72,4 +2

7 Finland 80,3 -1 17 Portugal 71,8 +2

8 Denmark 79,8 = 18 United Kingdom 71,5 -5

9 Netherlands 78,5 +1 19 France 71,0 -4 Norma<ve Scale

Excellent/ Top Tier 80

10 Ireland 77,4 -1 20 Singapore 70,1 = Avg./ Moderate

7 Finland 80,3 18 UK 71,5 29 Chile 60,7 40 Egypt 53,6 51 Russia 40,3

Country RepTrak 2017

Evolu=on of Country RepTrak in the last year Pases que ms han

1 Canada Sweden Canada Switzerland Canada Canada

2 Switzerland Canada Norway Canada Sweden Australia

3 Sweden Switzerland Sweden Sweden Switzerland Sweden

4 Australia Australia Switzerland Finland Australia Switzerland

5 New Zealand Norway Australia Australia Norway Norway

6 Norway Finland Finland Norway Denmark New Zealand

7 Finland New Zeeland New Zealand Denmark New Zealand Finland

8 Denmark Denmark Denmark New Zealand Finland Denmark

9 Netherlands Ireland Netherlands Netherlands Netherlands Austria

23,5 Safe place 2 1,6%

23,4 Ethical country 6 0,2%

22,2 Effective Government 8 2,0%

21,1 Progressive social and economic policies 9 1,6%

20,5 Appealing lifestyle 4 1,3%

19,8 Responsible participant 7 1,5%

19,3 Favorable environment for business 14 0,0%

18,1 Operates efficiently 10 -0,7%

17,6 Values education 15 0,5%

17,3 Well-educated and reliable workforce 11 0,3%

16,4 Technology 17 -0,4%

15,5 High quality products and services 12 -1,1%

14,7 Culture 13 -0,2%

14,4 Well-known brands 16 -3,5%

14,4 Beautiful country 3 1,1%

13,3 Enjoyable country 5 -0,1%

13,2 Friendly and welcoming 1 1,4%

25,1 Well-known brands 16 0,6%

20,8 Technology 17 0,3%

13,4 Culture 13 0,5%

11,5 High quality products and services 12 -0,6%

8,6 Values education 15 -0,1%

7,5 Favorable environment for business 14 -3,3%

5,3 Enjoyable country 5 -0,6%

5,3 Appealing lifestyle 4 -2,4%

3,4 Well-educated and reliable workforce 11 -3,6%

0,9 Beautiful country 3 -1,0%

-1,0 Responsible participant 7 -9,2%

-3,8 Progressive social and economic policies 9 -11,8%

-4,4 Friendly and welcoming 1 -4,1%

-5,2 Safe place 2 -2,0%

-5,8 Operates efficiently 10 -5,8%

-7,2 Effective Government 8 -21,6%