2016 Country RepTrak® Results

2016CountryRepTrak®
TheMostReputableCountriesintheWorld
June23,2016
1
Agenda
• 
• 
• 
• 
CountryReputaAonManagementIntro
2016CountryRepTrak®Results
CountryLearningandTrends
TheImportanceofCountryReputaAon
2
CountryreputaAondriveskeystakeholdersupport
Asinthecaseofcompanies,countriesalsohavetheirownreputa1onwhichhasanimpacttheirperformance.
MORETOURISM
BETTEREXPORTS
BETTERDIPLOMACY
MOREFDI
MOREFOREIGNTALENT
3
…whichulAmatelydrivesvaluecreaAon
DirectExperiences
Perceptions
Supportive
Behaviours
Value
Creation
CountryAcAons&
CommunicaAons
3rd-partyInfluence
Stereotypes
4
TheCountryRepTrak®Scorecard
EMOTIONAL
REPUTATION
RATIONAL
REPUTATION
RepTrak®isaregisteredtrademarkofReputaAonInsAtute.Copyright©2016ReputaAonInsAtute.Allrightsreserved.
5
CountryRepTrak®Model:ReputaAon&Value
CreaAon
HavingastrongreputaAonimprovessupport.AnincreasinglyglobalizedworldwithintensifiedcompeAAonmakescountryreputaAonsmaXermorethanever.
AXracAngFDI,tourists,highskilledworkforceandbeingabletoselltheproductsofthecountryabroadarefacilitatedbyhavingastrongcountryreputaAon.
ThismodelshowsthecorrelaAonbetweensupporAvebehaviorsandexternalreputaAonoverallfor2016.
I would recommend visiting the country
I would recommend living in the country
I would recommend working in the country
I would recommend investing in the country
I would recommend buying products/services
originating from the country
I would recommend studying in the country
I would attend to an event
6
The2016CountryRepTrak®
Stakeholder Group (Target)
•  G8 general public balanced to the country population on age and
gender and controlled for region
•  People who were “somewhat” or “very” familiar were allowed to rate a
country.
Country Selection:
• 
Largest gross domestic products (public release)
• 
Largest populations
• 
Countries selected due to relevant events
• 
Countries all have to be visible among the general public in order to be
able to rate them
Data Collection Method:
• 
CAWI (online interviews).
Sample:
• 
More than 58,000 ratings collected in Q1 2016
7
ReputaAonInsAtute
2016CountryRepTrak®Results
8
Top10CountriesintheWorld
Rank
Country
•  Swedenranksfirstin2016
•  Eventhoughitranksfirst,
SwedenisonparwithCanada
andSwitzerlandascountries
withbestreputaAon
•  7ofthetop10countriesare
inWesternEurope,2in
Australia/NewZealandregion,
and1inNorthAmerica
RepTrak®PulseScore
1
SWEDEN
78.3
2
CANADA
77.8
3
SWITZERLAND
77.0
4
AUSTRALIA
76.8
5
NORWAY
76.2
6
FINLAND
75.2
7
NEWZEALAND
74.7
8
DENMARK
74.3
Strong
70-79
•  Whatdothesecountrieshave
incommon?Theyareonthe
toplistsforhappiest
countries,peacefuland
sociallyprogressive(samesex
marriage,besteducaAon,
healthcare)
Norma1veScale
9
10
IRELAND
74.1
NETHERLANDS
73.9
AllRepTrak®Pulsescoresthatdifferbymorethan+/-1.4aresignificantlydifferentatthe95%confidencelevel
Excellent/TopTier 80+
Strong/Robust
70-79
Avg./Moderate
60-69
Weak/Vulnerable 40-59
Poor/LowestTier
<40
9
Top10CountriesOverAme(2014-2016)
Rank
2016
2015
2014
• 
1
SWEDEN
CANADA
SWITZERLAND
• 
2
CANADA
NORWAY
CANADA
3
SWITZERLAND
SWEDEN
SWEDEN
4
AUSTRALIA
SWITZERLAND
FINLAND
5
NORWAY
AUSTRALIA
AUSTRALIA
6
FINLAND
FINLAND
NORWAY
7
NEWZEALAND
NEWZEALAND
DENMARK
8
DENMARK
DENMARK
NEWZEALAND
9
IRELAND
NETHERLANDS
NETHERLANDS
10
NETHERLANDS
BELGIUM
GERMANY
AllRepTrak®Pulsescoresthatdifferbymorethan+/-1.4aresignificantlydifferentatthe95%confidencelevel
• 
• 
• 
• 
• 
• 
• 
• 
Thetop10countrylistis
stablesince2015
Onlycountriesthathada
significantimpactare
Swedenwitha1.7point
jumpandIrelandwitha2.1
pointjump
Irelandisanewcountryon
thelist,whileBelgium
droppedfromtheTop10list
anddropped4pointsoverall
WhyisSweden#1?
Agreatplaceforfamilies
with16monthsofparental
leaveandfreedaycare
services
Investsingreenliving
Favorableeconomicgrowth
Asafecountryforwomen
Hightransparencyinthe
media
BeauAfulnatureandfresh
air
StaAsAcallysignificantscoredifferencebetween2015and2016
10
Only14CountrieshaveaStrongReputaAon,and50CountrieshaveaWeakorPoorReputaAon
Rank
Country
2016RepTrak®Pulse
Rank
Country
2016RepTrak®Pulse
1
2
Sweden
Canada
78.34
77.82
26
27
Thailand
Poland
57.00
56.71
3
Switzerland
77.00
28
UnitedStatesofAmerica
56.32
29
30
31
32
33
34
35
36
37
Argen1na
DominicanRepublic
Malaysia
Philippines
PuertoRico
Chile
Panama
Paraguay
Indonesia
55.66
55.33
55.17
55.04
54.55
54.55
53.87
53.59
53.43
4
Australia
76.84
5
6
7
8
9
10
11
12
Norway
Finland
NewZealand
Denmark
Ireland
Netherlands
Austria
Italy
76.18
75.16
74.68
74.25
74.11
73.90
72.44
71.68
38
Cuba
52.11
13
UnitedKingdom
71.08
39
Morocco
51.99
14
Japan
70.97
40
Greece
51.51
41
42
43
Venezuela
Ecuador
Mexico
50.64
50.63
50.33
44
India
50.29
45
46
47
48
49
50
SouthKorea
UnitedArabEmirates
Bolivia
Uruguay
SouthAfrica
Guatemala
50.28
50.27
49.86
49.57
49.21
48.66
15
France
69.32
16
17
18
19
20
21
22
23
24
25
Belgium
Spain
Germany
Portugal
Singapore
CzechRepublic
CostaRica
Peru
Brazil
Taiwan
67.95
67.73
67.55
66.53
60.12
58.73
58.60
58.56
57.75
57.69
AllRepTrak®Pulsescoresthatdifferbymorethan+/-1.4aresignificantlydifferentatthe95%confidencelevel
Norma1veScale
Excellent/TopTier 80+
Strong/Robust
70-79
Avg./Moderate
60-69
Weak/Vulnerable 40-59
11
Poor/LowestTier
<40
TheCountrieswithWeakandPoorReputaAonaretheonesthatareunderadictatorshiporina
stateofinstability
Rank
Country
2016RepTrak®Pulse
51
52
Israel
Honduras
47.43
47.30
53
Qatar
46.87
54
ElSalvador
45.57
55
56
57
58
59
60
61
62
Egypt
Romania
China
Turkey
Ukraine
Colombia
Kazakhstan
Nicaragua
45.22
44.11
44.08
42.73
42.54
42.46
41.58
41.08
63
Angola
40.95
64
Algeria
40.52
65
Russia
39.82
66
67
68
Nigeria
SaudiArabia
Pakistan
36.37
36.32
31.03
69
70
Iran
Iraq
29.74
24.56
AllRepTrak®Pulsescoresthatdifferbymorethan+/-1.4aresignificantlydifferentatthe95%confidencelevel
Norma1veScale
Excellent/TopTier 80+
Strong/Robust
70-79
Avg./Moderate
60-69
Weak/Vulnerable 40-59
Poor/LowestTier
<40
12
0.0
Sweden
Canada
Switzerland
Australia
Norway
Finland
NewZealand
Denmark
Ireland
Netherlands
Austria
Italy
UnitedKingdom
Japan
France
Belgium
Spain
Germany
Portugal
Singapore
CzechRepublic
CostaRica
Peru
Brazil
Taiwan
Thailand
Poland
UnitedStatesofAmerica
ArgenAna
DominicanRepublic
Malaysia
Philippines
PuertoRico
Chile
Panama
Paraguay
Indonesia
Cuba
Morocco
Greece
Venezuela
Ecuador
Mexico
India
SouthKorea
UnitedArabEmirates
Bolivia
Uruguay
SouthAfrica
Guatemala
Israel
Honduras
Qatar
ElSalvador
Egypt
Romania
China
Turkey
Ukraine
Colombia
Kazakhstan
Nicaragua
Angola
Algeria
Russia
Nigeria
SaudiArabia
Pakistan
Iran
Iraq
71%ofcountriesstudiedhaveabelowaveragereputaAon
80.0
70.0
60.0
50.0
40.0
30.0
20.0
10.0
AllRepTrak®Pulsescoresthatdifferbymorethan+/-1.4aresignificantlydifferentatthe95%confidencelevel
13
Since2015,France’sReputaAonSeestheLargestJump
LargestReputaAonImprovementssince
2015:
• 
France(+4.9points)
• 
Russia(+4.7points)
• 
Peru(+2.9points)
• 
Bolivia(+2.3points)
• 
Italy(+2.3points)
• 
CzechRepublic(+2.2points)
• 
Portugal(+2.2points)
• 
Paraguay(+2.1points)
• 
Ireland(+2.1points)
• 
Iraq(+2.1points)
AllRepTrak®Pulsescoresthatdifferbymorethan+/-1.4aresignificantlydifferentatthe95%confidencelevel
StaAsAcallysignificantscoredifferencebetween2015and2016
14
EmergingMarketssuchasRussia,ChinaIndiaandTurkeyViewTheirReputaAontobeHigher
thanitisperceivedExternally
ExternalReputaAon
Self-ImageReputaAon
+41.0
39.8
RUSSIA
ParAcipantintheglobaleconomy
Contributortoglobalculture
BeauAfulcountry
ExternalReputaAon
80.8
Self-ImageReputaAon
+32.3
44.1
CHINA
ParAcipantintheglobaleconomy
Safeplace
Appealinglifestyle
ExternalReputaAon
+31.3
50.3
INDIA
Appealinglifestyle
Adoptsprogressivesocialand
economicpolicies
Asafeplace
ExternalReputaAon
76.4
Self-ImageReputaAon
81.6
Self-ImageReputaAon
+28.7
42.7
TURKEY
Safeplace
Wellknownbrands
Peoplearefriendly&welcoming
•  ExternalrespondentsseeRussia,
ChinaandIndiaaslackingtheglobal
aspectaswellassafety
•  ForTurkey,safetyisanissuetooas
wellaspresenAngitselfasa
welcomingcountry
•  Anothercountrythatalsohasalarge
gapbetweenitsselfandexternal
imageistheUS
•  ExternallytheUSisseento
lackinsafety,appealing
lifestyleandbeinga
responsibleparAcipantin
theglobalcommunity
71.4
Norma1veScale
Excellent/TopTier 80+
Strong/Robust
70-79
Avg./Moderate
60-69
Weak/Vulnerable 40-59
Poor/LowestTier
<40
15
Since2015,Turkeysawa7pointDropinReputaAon
LargestReputaAonDropssince2015:
• 
Turkey(-7.0points)
• 
SaudiArabia(-4.7points)
• 
Belgium(-4.3points)
• 
Greece(-3.9points)
• 
Nicaragua(-3.7points)
• 
Egypt(-3.4points)
• 
India(-2.4points)
• 
Ecuador(-1.9points)
• 
Morocco(-1.7points)
• 
UnitedArabEmirates(-1.7points)
• 
Germany(-1.4points)
AllRepTrak®Pulsescoresthatdifferbymorethan+/-1.4aresignificantlydifferentatthe95%confidencelevel
StaAsAcallysignificantscoredifferencebetween2015and2016
16
OntheotherHand,SouthAfrica,ItalyandBrazilViewTheirReputaAontobeLowerthanitis
perceivedExternally
ExternalReputaAon
Self-ImageReputaAon
-20.0
49
S.AFRICA
Runbyanefficientgovernment
Ethicalcountrywithtransparency
Operatesefficiently
ExternalReputaAon
29
Self-ImageReputaAon
-14.6
71.7
ITALY
Operatesefficiently
Progressiveeconomic&socialpolicies
Favorableenvironmentforbusiness
ExternalReputaAon
57.1
•  Externalrespondentsgive
thesetouristdesAnaAonsthe
benefitofthedoubtwhenit
comestoefficient
governmentand
transparency;however,South
Africans,Italiansand
Braziliansratetheir
respecAvecountry’s
reputaAonasmuchlower
thanitisperceivedby
outsiders
Self-ImageReputaAon
-10.2
57.8
BRAZIL
Operatesefficiently
Efficientgovernment
Ethicalcountrywithtransparency
47.5
Norma1veScale
Excellent/TopTier 80+
Strong/Robust
70-79
Avg./Moderate
60-69
Weak/Vulnerable 40-59
Poor/LowestTier
<40
17
Largestandmostpowerfulcountriesdon’tearnbestreputaAons…
Rank
POPULATION
GDP
1
CHINA
USA
2
INDIA
CHINA
3
USA
JAPAN
4
INDONESIA
GERMANY
5
BRAZIL
UK
6
PAKISTAN
FRANCE
7
NIGERIA
INDIA
8
BANGLADESH
ITALY
9
RUSSIA
BRAZIL
10
MEXICO
CANADA
BLUE:IntheTop10byReputaAon
18
…buttheyaretheHappiest,mostPeacefulandleastCorruptedcountries
Rank
HAPPINESS
PEACEINDEX
LEASTCORRUPT
1
DENMARK
ICELAND
DENMARK
2
SWITZERLAND
DENMARK
FINLAND
3
ICELAND
AUSTRIA
SWEDEN
4
NORWAY
NEWZEALAND
NEWZEALAND
5
FINLAND
SWITZERLAND
NETHERLANDS
6
CANADA
FINLAND
NORWAY
7
NETHERLANDS
CANADA
SWITZERLAND
8
NEWZEALAND
JAPAN
SINGAPORE
9
AUSTRALIA
AUSTRALIA
CANADA
10
SWEDEN
CZECHREPUBLIC
GERMANY
BLUE:IntheTop10byReputaAon
Sources:WorldHappinessReport2016(SPSN–UN),GlobalPeaceIndex2015(InsAtuteforEconomics&Peace)andCorrupAonPercepAonsIndex2015(TransparencyInternaAonal)
19
ReputaAonInsAtute
WhatDrivesCountryReputa1on?
20
CountryBrand:TheWayaCountryisBrandedisFasterandGlobal
YESTERDAY
TODAY
•  CountriesareinvesAngmore
andmoreinaXracAng
stakeholders
•  QatarWorldCup
•  DubaiExpo2020
•  BrazilSummer
Olympics
•  CountryBrandChallenge–
havingaconsistentstoryand
communicaAon
Snapchat’sCountryStoriesallow
Snapchatuserstodefineand
‘brand’acountryandciAes
withinthecountry.
21
Countries’ReputaAonstakealongAmetobuildbutcandropinaninstant
22
WhichMeansMoreOpinionsandMoreStakeholders
2005
2016
OpinionMakers
COUNTRY
Regulators
Tourists
Suppliers
Poli1cal
Governments
NGOs/NPOs
Investors
Companies
Social
Media
Business
Media
Governments
Tradi1onal
COUNTRY
Millennials
Interna1onal
Na1onal
GeneralPublic
Companies
Tourists
Investors
23
KeyDriversofReputaAon
2016CountryRepTrak®
• 
• 
• 
• 
• 
• 
Contributortoglobalculture
Highqualityproducts&services
Well-educatedandreliableworkforce
Well-knownbrands
ValueseducaAon
Technologicallyadvanced
• 
• 
• 
• 
36.0%
26.9%
37.1%
AdjR2=0.680
N=58,822
• 
• 
• 
• 
• 
• 
• 
Friendlyandwelcoming
BeauAfulcountry
Appealinglifestyle
Enjoyablecountry
Safeplace
Ethicalcountry
ResponsibleparAcipantintheglobalcommunity
EffecAvegovernment
Progressivesocialandeconomicpolicies
Operatesefficiently
Favorableenvironmentforbusiness
24
TheCountrieswithBestReputaAonareLeadersinEffecAveGovernment,Appealing
EnvironmentandAdvancedEconomy
RANK
EFFECTIVEGOVERNMENT
SCORE
RANK
APPEALINGENVIROMENT
SCORE
RANK
ADVANCEDECONOMY
SCORE
1
SWEDEN
76.8
1
CANADA
80.2
1
JAPAN
77.8
2
SWITZERLAND
75.6
2
SWEDEN
79.4
2
SWEDEN
76.7
3
NORWAY
75.1
3
ITALY
79.1
3
SWITZERLAND
75.0
4
FINLAND
74.6
4
AUSTRALIA
78.5
4
GERMANY
73.5
5
CANADA
74.4
5
NORWAY
78.2
5
FRANCE
72.9
6
DENMARK
73.6
6
SWITZERLAND
78.1
6
CANADA
72.8
7
NETHERLANDS
72.7
7
IRELAND
77.4
7
NORWAY
72.6
8
AUSTRALIA
71.6
8
FINLAND
77.1
8
UK
72.0
9
AUSTRIA
71.2
9
NEWZEALAND
77.0
9
NETHERLANDS
71.8
10
NEWZEALAND
70.7
10
NETHERLANDS
76.0
10
FINLAND
71.7
ORANGE:IntheTop10byReputaAon
25
Beingwelcoming,safeandbeauAfularethetop3driversofacountry’sreputaAon
ATTRIBUTE
EFFECTIVEGOVERNMENT
37.1%
Safeplace
7.1%
Ethicalcountry
ResponsibleparAcipantintheglobalcommunity
EffecAvegovernment
Progressivesocialandeconomicpolicies
Operatesefficiently
Favorableenvironmentforbusiness
6.4%
6.4%
6.1%
6.1%
5.7%
5.2%
ATTRIBUTE
APPEALINGENVIROMENT
36.0%
WEIGHT
Friendlyandwelcoming
Beau1fulcountry
7.3%
6.9%
Appealinglifestyle
Enjoyablecountry
6.6%
6.5%
ATTRIBUTE
ADVANCEDECONOMY
26.9%
WEIGHT
Contributortoglobalculture
Highqualityproducts&services
Well-educatedandreliableworkforce
Well-knownbrands
ValueseducaAon
Technologicallyadvanced
WEIGHT
5.5%
5.4%
5.3%
4.7%
4.6%
4.2%
26
SwedenhasstrongscoresforallaXributes;Iraq’slowestscoreisinakeydriver–safe
country
100.0
90.0
Beau1fulcountry
AlributeScore
80.0
SWEDEN(RepTrak®Pulse=78.3)
#1
Friendlyandwelcoming
Safecountry
70.0
60.0
50.0
Beau1fulcountry
40.0
IRAQ(RepTrak®Pulse=24.6)
#70
Friendlyandwelcoming
30.0
20.0
Safecountry
10.0
Norma1veScale
0.0
0%
1%
2%
3%
4%
AlributeImportance
5%
6%
7%
8%
Excellent/TopTier 80+
Strong/Robust
70-79
Avg./Moderate
60-69
Weak/Vulnerable 40-59
Poor/LowestTier
<40
27
LaAnAmerican,AustralasiaandSouthEuropeanCountrieshaveaHigherReputaAonthantheir
AXributes’score;theoppositeistrueforthePersianGulf,USA,TurkeyandEastAsia
EMOTIONALHALO
EMOTIONALDISCONNECT
COUNTRY
2016REPTRAK®
PULSE
ATTRIBUTE
SCORE
Δbetweenpulse
andalribute
score
COUNTRY
2016REPTRAK®
PULSE
ATTRIBUTE
SCORE
Δbetweenpulse
andalribute
score
PERU
AUSTRALIA
CUBA
NEWZEALAND
IRELAND
PORTUGAL
ITALY
BRAZIL
DOMINICANREPUBLIC
THAILAND
58.6
76.8
52.1
74.7
74.1
66.5
71.7
57.8
55.3
57.0
53.6
72.5
48.4
71.0
71.0
63.5
68.8
54.9
52.6
54.2
+4.9
+4.3
+3.8
+3.7
+3.1
+3.1
+2.9
+2.8
+2.8
+2.8
USA
SAUDIARABIA
RUSSIA
CHINA
SOUTHKOREA
UNITEDARABEMIRATES
TURKEY
QATAR
IRAN
GERMANY
56.3
36.3
39.8
44.1
50.1
50.3
42.7
46.9
29.7
67.6
64.2
43.1
46.0
50.0
55.1
53.8
46.2
50.3
32.8
70.4
-7.9
-6.8
-6.2
-5.9
-4.8
-3.5
-3.4
-3.4
-3.1
-2.8
EmoAonalhaloiswhenacompany’spulseishigherthanthecompany’saXributesscoresaverage
EmoAonaldisconnectiswhenacountry’spulseislowerthanthecountry’saXributesscoresaverage
28
ReputaAonInsAtute
2016CountryRepTrak®Results-
Alributes
29
In2016,Safety,theSecondImportantAXribute;istheAXributethatMovestheReputaAon
Needle
2015ReputaAon
72.3
2016ReputaAon
-4.3
68.0
BELGIUM
2015ReputaAon
Year
2016
Δ
2015
TURKEY
65.2
-8.1
73.3
VISITCountry
69.2
-5.0
LIVEinCountry
66.8
-4.7
74.2
62.1
CountryisaSAFEPLACE
VISITCountry
LIVEinCountry
37.3
49.7
2016ReputaAon
Year
49.8
CountryisaSAFEPLACE
-7.0
42.7
2016
Δ
2015
-8.4
45.7
-7.4
57.1
35.3
-4.1
39.5
Belgium’sreputaAondropped
by4pointsin2016,andthe
biggestdropbeinginthe
safetyaXribute
•  Brussel’sterrorist
aXackpresentsthe
cityasunsafeand
hasanumbrella
effecttothewhole
country
•  AsimilarcaseisTurkeywhere
thereweretwomajor
bombingsinIstanbul,onein
Januaryandasecondonein
March
• 
Norma1veScale
AllRepTrak®Pulsescoresthatdifferbymorethan+/-1.4aresignificantlydifferentatthe95%confidencelevel
AXributescoresthatdifferbymorethan+/-2.9aresignificantlydifferentatthe95%confidencelevel
Excellent/TopTier 80+
Strong/Robust
70-79
Avg./Moderate
60-69
Weak/Vulnerable 40-59
Poor/LowestTier
<40
30
InthecaseofFrance,theEmoAonalTrumpstheDeclineinSafetyAzertheParisAXacks
2015ReputaAon
64.4
FRANCE
2016ReputaAon
+4.9
69.3
Year
2016
Δ
2015
CountryisaSAFEPLACE
59.0
-4.1
64.1
VISITCountry
75.6
+1.0
74.5
LIVEinCountry
64.7
+3.3
61.4
• 
DespitethefactthatFrance
experienceda4pointdropin
thesafetyaXribute,France’s
reputaAonandrespondents’
willingnesstovisitandlivein
thecountryincreasedsince
2015
Asenseofunity
azertheCharlie
HebdoshooAngs
andParisaXacks
Norma1veScale
AllRepTrak®Pulsescoresthatdifferbymorethan+/-1.4aresignificantlydifferentatthe95%confidencelevel
AXributescoresthatdifferbymorethan+/-2.9aresignificantlydifferentatthe95%confidencelevel
Excellent/TopTier 80+
Strong/Robust
70-79
Avg./Moderate
60-69
Weak/Vulnerable 40-59
Poor/LowestTier
<40
31
ReputaAonInsAtute
TheImportanceofCountry
Reputa1on
32
PlacesbenefitfromastrongreputaAon….
Countrieshavereputa1onswhichdrivestheirperformance.
Moretourists
AXractforeigninvestment
Improvepublicdiplomacy
Increaseexports
AXractknowledge&talent
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StrongreputaAonleadstosupportfromvariousstakeholders
People
Companies
• Workinthecity/country
• Liveintheregion
• Studyinthecity/country
•  Investintheregion
•  Dobusinessintheregion
•  Recommendtoothers
Tourists
Media
• Visitthecountry/city
• Recommend
• Benefitofthedoubt
• ConsultbeforewriAng
• Useascasestory
• Benefitofthedoubt
OpinionMakers
Regulators
• Engageindialogue
• Recommend
• Benefitofthedoubt
• 
•  Recommend
•  Benefitofdoubt
SupportouracAviAes
Investors
• Investintheregion
• Recommendasinvestment
• Benefitofthedoubt
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ValueCreaAon:RelaAonshipbetweenReputaAonandDeclaredIntenAons
LIVE
0.78
WORK
0.77
BUY
0.76
STUDY
0.75
INVEST
0.75
ATTEND/ORGANIZE
EVENTS
0.74
VISIT
0.73
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TheTop10CountriesinReputaAonaretheonesthatarege{ngtheTop
Support
RANK
VISIT
INVEST
LIVE
WORK
BUY
STUDY
ATTEND/ORGANIZE
EVENT
1
CANADA
SWITZERLAND
SWITZERLAND
SWITZERLAND
SWITZERLAND
CANADA
SWITZERLAND
2
SWEDEN
SWEDEN
CANADA
CANADA
SWEDEN
UNITEDKINGDOM
CANADA
3
SWITZERLAND
CANADA
SWEDEN
SWEDEN
JAPAN
SWITZERLAND
SWEDEN
4
ITALY
FINLAND
AUSTRALIA
AUSTRALIA
CANADA
SWEDEN
DENMARK
5
AUSTRALIA
JAPAN
DENMARK
FINLAND
FINLAND
FINLAND
AUSTRALIA
6
NORWAY
NORWAY
NORWAY
DENMARK
GERMANY
NORWAY
NORWAY
7
IRELAND
AUSTRALIA
FINLAND
NORWAY
ITALY
AUSTRALIA
FINLAND
8
NEWZEALAND
GERMANY
NEWZEALAND
UNITEDKINGDOM
NORWAY
DENMARK
NEWZEALAND
9
FINLAND
DENMARK
IRELAND
NETHERLANDS
DENMARK
NETHERLANDS
IRELAND
10
AUSTRIA
AUSTRIA
ITALY
AUSTRIA
IRELAND
AUSTRIA
NETHERLANDS
BLUE:IntheTop10byReputaAon
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TheReputaAonJourney
•  Embedded approcah in strategy
definition
•  Internal culture
•  Deployment of the process
improvement
•  Activation internal/external
•  Defining ‘ownership’
•  Governance integration
•  Defining KPI & target
•  Implementing action planning
process
•  Understanding the value of reputation
•  Defining key stakeholders
•  Understand current situation
3%
12%
36%
32%
17%
37
37
Thankyou
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