Country Rep 2009 Complimentary Report

CountryRep™ 2009
What are the reputations of countries?
What drives country reputation?
Which countries would you invest in and visit?

www.ReputationInstitute.com

Country Reputations are Vital

Strong reputations build Countries with great
political diplomacy... reputations attract tourists...

Countries with positive
A positive country reputation
reputations are more likely to
supports companies
attract FDI

Copyright 2009. Reputation Institute. All Rights Reserved. 2

Reputation Management

Capturing Reputation
Countries cannot manage what they don’t measure. Reputation Institute has been measuring reputations rigorously
since 1999. Our approach is based on a simplified and standardized model for measuring reputations internationally.
The beating heart of the model is the CountryRep Pulse – the degree to which people trust, admire, respect, and have
a good feeling for a place. Underlying the Pulse score are three dimensions that influence perceptions of a company
and its reputation; it is the importance of these dimensions which drive country reputation. Understanding the dimension
drivers of reputation provides the raw material for countries to create strategic platforms that communicate and engage
with their stakeholders on the most relevant key issues.

ADVANCED ECONOMY
APPEALING ENVIRONMENT
produces high quality products and services,
a beautiful country, an enjoyable country,
is inventive, is technologically advanced, is an
offers an appealing lifestyle
important contributor to global culture

EFFECTIVE GOVERNMENT
offers a favourable environment for doing
business, is run by an effective government,
has adopted progressive social and
economic policies, is a responsible
participant in the global community


CountryRep™ Overview – The Model

CountryRep™ is an instrument that was developed
by Reputation Institute to measure the reputation of a
country with the public and with more specialized
interest groups.

CountryRep™ Methodology
 The core of the model is the degree of liking,
trust, respect, and admiration that people feel
for the country.

 CountryRep™ is a scientifically-developed
standardized scorecard that measures
perceptions of countries based on key
performance indicators designed to assess the
relative appeal of the country to respondents
on 11 attributes organized into three
dimensions:

− Effective Government
offers a favourable environment for
doing business, is run by an effective
government, has adopted progressive
social and economic policies, is a
responsible participant in the global
community

− Advanced Economy
produces high quality products and
services, is inventive, is technologically
advanced, is an important contributor to
global culture

− Appealing Environment
a beautiful country, an enjoyable
country, offers an appealing lifestyle


CountryRep™ Overview – The 2009 Study

Project Description CountryRep Modeling Data
In January-February 2009, Reputation Institute conducted the Data is balanced to be representative of online country population. All
CountryRep™ project in 33 countries. external scores are globally adjusted to account for country bias. Global
External CountryRep™ scores are based on a mean of means of the G8
Consumers in each of the G8 countries (Canada, France, Germany,
countries.
Italy, Japan, Russia, UK, and USA) rated 34 country brands and
thereby provide a snapshot of the reputation of emerging markets with
G8 consumers. More than 22,000 consumers were interviewed online Scoring
and asked to rate countries, providing over 38,000 country ratings. Scores range from a low of 0 to a high of 100. CountryRep Global
Ranking external scores that differ by more than +/-3.2 are significantly
Breakdown of ratings per G8 country: different at a 95% confidence level. CountryRep Global Ranking self-
image scores that differ by more than +/-1.8 are significantly different at
France: 2,783 Italy: 2,861 Russia: 3,032 a 95% confidence level.
Germany: 3,040 USA: 11,289 Japan: 2,647

UK: 9,994 Canada: 2,408

Country brands were assigned at random to ensure
representativeness of the views of consumers with internet access.

Each country brand was also rated by consumers in their own
country. Reputation Institute conducted fieldwork in 33 countries
which rated themselves to provide self-image scores from
17,000 interviews:

Americas
Brazil, Canada, Chile, Mexico, USA

Europe
Austria, Belgium, Denmark, France, Finland, Germany, Greece,
Ireland, Italy, Netherlands, Norway, Poland, Portugal, Russia,
Spain, Sweden, Switzerland, Turkey, UK

Asia-Pacific
Australia, China, India, Japan, Singapore, South Korea, Taiwan,
Thailand

Africa
South Africa


Which are the Best Reputed Countries?

Switzerland and Canada, two nations historically known for their neutrality, have earned the highest reputation ranking in Reputation Institute’s
CountryRep 2009 - its annual survey measuring public perception of 34 countries around the world. The study found Russia to be the least respected
country in the global survey. Canada and Australia are the only non-European countries in the top ten.

CountryRep™ 2009 External Scores
Switzerland 73.24
Canada 73.19
Australia 72.54
Sweden 71.67
Norway 70.63
“A strong country Finland 68.31
reputation builds Denmark 67.54
stakeholder support, Netherlands 67.19
Austria 66.07
making Switzerland a Spain 65.43
country people will Ireland 65.22
Italy 63.12
recommend as a place United Kingdom 63.00
to visit, invest in, live Greece 62.54
Belgium 62.34
in and work in.” Germany 61.38
Japan 61.03
France 58.74
--Nicolas Trad, Portugal 58.37
Managing Partner, Brazil 53.47
Singapore 51.65
Reputation Institute India 50.40
Thailand 48.57
Mexico 48.42
Poland 48.36
United States 48.19
Taiwan 47.13
Chile 45.27
Turkey 44.77  Scoring scale: 0-100
South Africa 44.27
 Scores are calculated as the average of
South Korea 42.21 the averages of each G8 country
Ukraine 38.97
 A difference in score is considered statistically significant
China 38.12 if the absolute value is greater than 3.2 points
Russia 36.09


Global Leaders Across 11 Attributes (slide 1 of 2)

2009 Top 5 External Country Rankings According to Perceptions of…
CountryRep 2009 indicates that public perception is most influenced by a country’s physical beauty, lifestyle, possibilities
for enjoyment and global community involvement, which combined accounts for more than 40% of a country’s reputation.
This makes it critical for countries worldwide to communicate how they offer a wide array of appealing options for
entertainment and that their country supports good causes internationally.

Business Environment Brands and Innovation Technology

Switzerland 72.30 Japan 75.30 Japan 78.00

Sweden 68.90 Switzerland 68.50 Germany 67.10

Canada 68.70 Germany 68.10 Sweden 66.10

Australia 66.10 Sweden 67.40 Switzerland 65.90

Finland 65.20 USA 66.00 USA 65.60

“…offers a favorable environment “…is inventive” “…is technologically advanced”
for doing business”

Products and Services Physical Beauty Enjoyment/Entertainment Possibilities

Switzerland 73.20 Canada 84.60 Italy 75.90

Japan 72.10 Australia 82.60 Australia 75.40

Germany 71.10 Switzerland 81.90 Spain 74.50

Sweden 70.10 Ireland 79.20 Canada 74.20

Canada 66.80 Norway 79.20 Switzerland 73.50

“…produces high quality products “…is a beautiful country” “…is an enjoyable country”
and services”

Scoring scale: 0-100


Global Leaders Across 11 Attributes (slide 2 of 2)

2009 Top 5 External Country Rankings According to Perceptions of…
Switzerland, the most highly respected country, landed in the top spot for business environment, products and services,
and effective government, while placing second in social welfare, and brands and innovation. Italy was number one in the
cultural appeal and entertainment possibilities attributes. Japan dominated in reputation for the brand and innovation
attribute, indicating that the public perceives many important products, brands, and companies come from Japan.

Lifestyle Culture Contribution to Global Community

Australia 74.50 Italy 70.00 Sweden 68.20

Canada 74.30 France 69.40 Canada 67.80

Switzerland 73.80 United Kingdom 68.90 Switzerland 67.50

Sweden 72.20 Germany 66.80 Norway 66.50

Spain 71.00 Sweden 66.40 Finland 65.70

“…offers an appealing lifestyle” “…is an important contributor “…is a responsible participant in
to global culture” the global community”

Effective Government Social Welfare
“Having a Broad Reputation
Switzerland 71.20 Sweden 72.00 Platform Reduces Risk. Countries
Sweden 70.50 Switzerland 70.60 build their reputations on different
platforms, but all platforms should
Canada 68.20 Norway 70.00
communicate strength across a
Norway 67.10 Canada 69.80 number of dimensions. A diverse
Finland 66.10 Finland 68.10 image reduces reputation risk and
provides a stronger platform for
“…is run by an effective government” “…has adopted progressive social
and economic policies”
support.”
–Kasper Nielsen,
Managing Partner,
Reputation Institute


Evidence that Country Reputations
are Linked to Supportive Behaviors

Having a Strong Reputation Improves Support
An increasingly globalised world with intensified competition makes country reputations matter more than ever. Attracting
FDI, tourists, high skilled workforce and being able to sell the products of the country abroad are facilitated by having a
strong country reputation.

This model shows the correlation between supportive behaviors and external reputation overall for 2009.

“I would recommend to others to … country X”


Which Countries are the Most Attractive
for Key Supportive Behaviors?
Likely to Support
The general public in the G8 countries (Canada, France, Germany, Italy, Japan, Russia, UK, USA) were surveyed for
their perception of which countries are the most attractive to invest in, live in, work in and visit. Below you find the top
five for each question.

Visit Live In

Australia 79.69 Australia 68.70

Canada 78.80 Canada 68.50

Switzerland 77.71 Switzerland 67.29

Italy 76.60 Sweden 65.60

Spain 75.78 Norway 62.26

“…is a country I would visit” “…is a country I would live in”

Work In Invest In

Canada 67.91 Switzerland 66.96

Switzerland 67.60 Sweden 62.87

Australia 67.31 Canada 61.97

Sweden 65.95 Australia 60.72

Noway 63.49 Norway 59.31

“…is a country I would work in” “…is a country I would invest in”



Some Key Takeaways

External Country Reputation Findings
 An increasingly globalised world with intensified competition makes country reputations matter more than ever. Attracting
FDI, tourists, high skilled workforce and being able to sell the products of the country abroad are facilitated by having a
strong country reputation.

 The competition for countries to attract FDI is becoming more fierce and a good country reputation is therefore imperative in
order for this happen.

 Countries that are known to be ”neutral” and politically stable and have a solid business environment are more likely to
attract Investments (Switzerland, Sweden and Canada).

 Being able to offer a favourable business environment combined with a responsible and effective government are the most
important characteristics of countries that are most likely to attract investments.

 Countries with a shorter history of democracy or known to be politically fragile are less likely to attract investments (Russia,
Ukraine).

 Attracting workforce is driven by a country’s ability to offer an appealing lifestyle, a favourable business environment and
effective government.

 The attractiveness of a country as a place to visit as a tourist is driven by the perception of the country’s physical beauty,
enjoyment possibilities and its lifestyle.

Country of Origin as a Brand
 The country of origin or “made in” has a significant effect on purchasing decisions of consumers.

 It has an influence in the perception of the quality of products and services.

 The quick growth of international commerce makes this effect more and more relevant.

 There is a mutual influence between perceptions of country brand on local brands and the local brands of products and
services on country brand.


Which Countries Like Themselves the Most?

The CountryRep 2009 study measures the overall respect, trust, esteem, admiration and good feelings the public in the G8 countries hold toward 34
countries outside of their home country and how 33 of those countries rate their own nations. Findings from more than 17,000 interviews showed that
Australia, Canada, and Finland gave their home country the highest ratings, giving insight into self-image around the world. The general public in Japan
rated their own country the lowest.

CountryRep™ 2009 Self-Image Scores
“When people trust, Australia 91.89
Canada 89.98
admire and have a good Finland 89.79
feeling about a country, Austria 85.64
not only are they more Norway 84.45
Denmark 83.94
likely to recommend key Singapore 82.43
supportive behaviors to India 82.20
others, people are also Switzerland 80.36
China 78.96
more likely to give a France 78.00
nation the benefit of the Spain 77.91
doubt in a time of crisis. Sweden 77.46
Ireland 77.39
Chile 77.01
“We see a strong pattern USA 76.92
Netherlands 75.90
between reputation and
Thailand 75.25
support, demonstrating Russia 74.34
that building a favorable Poland 72.31
Germany 72.28
reputation platform UK 72.27
should be a part of a Mexico 69.16
country’s overall Belgium 68.69
Greece 68.39
strategy.” Italy 68.33
Taiwan 67.70
--Nicolas G. Trad, Turkey 67.31
South Korea 66.89  Scoring scale: 0-100
Managing Partner, Portugal 66.88  Scores are calculated as the average of
Reputation Institute Brazil 65.02 the averages of each G8 country
South Africa 64.22  A difference in score is considered statistically significant
Japan 56.81 if the absolute value is greater than 1.8 points


Self-Image Across 11 Attributes (slide 1 of 2)

2009 Top 5 Self-Image Country Rankings According to Perceptions of…

Business Environment Brands and Innovation Technology

Australia 83.68 Australia 86.32 Finland 82.66

Canada 78.48 Canada 83.22 USA 78.61

Singapore 77.96 USA 82.51 Australia 78.51

Denmark 76.92 Finland 81.70 Denmark 77.80

Finland 76.10 Denmark 81.13 Canada 77.10

“…offers a favorable environment “…is inventive” “…is technologically advanced”
for doing business”

Products and Services Physical Beauty Enjoyment/Entertainment Possibilities

Austria 88.44 Australia 97.80 Australia 93.32

Australia 87.66 Finland 97.71 Canada 91.15

Finland 87.09 Norway 96.84 Austria 90.75

Canada 86.92 Austria 95.84 USA 86.61

Denmark 86.39 Canada 93.92 Spain 86.24

“…produces high quality products “…is a beautiful country” “…is an enjoyable country”
and services”



Self-Image Across 11 Attributes (slide 2 of 2)

2009 Top 5 Self-Image Country Rankings According to Perceptions of…

Lifestyle Culture Contribution to Global Community

Australia 96.01 Canada 85.91 Australia 84.16

Canada 89.70 Russia 85.86 Canada 81.52

Austria 86.73 Australia 85.13 Norway 80.22

USA 83.11 USA 82.73 Denmark 77.88

Spain 82.71 UK 82.40 Singapore 76.02

“…offers an appealing lifestyle” “…is an important contributor “…is a responsible participant in
to global culture” the global community”

Effective Government Social Welfare

Singapore 78.35 Australia 81.99

Australia 76.81 Canada 78.37

Canada 65.60 Singapore 72.24

Denmark 65.08 Norway 71.55

India 64.35 India 70.81

“…is run by an effective government” “…has adopted progressive social
and economic policies”



2009 Gap Between Country Self-Image
and External Perception

Degree to which a country’s public over/under-rates itself in comparison to external perception.
China and Russia showed the largest gap by rating themselves above average and higher while others rated them
the lowest of the countries in the survey. Conversely, Japan showed the only perception gap between their own
public perception of their country and the ratings of their nation by non-Japanese respondents in which they rated
their own country lower than how others perceived their nation.


Working with Reputation Institute
to Put CountryRep to Work for You

Reputation Institute (RI) clients work with RI’s analytic tools and pioneering consultants to realize results and unlock
the power of reputation. The launch of the Global Reputation Pulse study identified the value of global reputation for
corporations. CountryRep™ takes this same methodology to provide a comprehensive look at a country’s reputation
to a wide range of potential customers. With RepTrak, Global Reputation Pulse, and CountryRep, Reputation Institute
measures reputation at the local and global level for both corporations and countries.

The state of the global economy and political environment is thus that a tool such as CountryRep™ has never been
needed more. CountryRep™ provides valuable information to help both established and struggling countries to target
existing programs and initiatives toward key dimensions and country publics and to develop new programs and
initiatives. CountryRep™ also helps corporations go global and efficiently build relationships with key stakeholders in
the most vital country markets and not least seek to understand the impact of country reputations on corporate
brands.

Potential Partners for Work on CountryRep™:
Country Governments
Foreign Direct Investment Agencies
Global Businesses and Potentially Global Businesses
Travel and Tourism Industry

Potential Uses for CountryRep™:
Identify Key Performance Indicators for the country brand & reputation
Identifies weak areas in countries for improvement
Identifies positive areas to be leveraged as strengths
Overall results can be used for strategic marketing campaigns to grow tourism and business developments
Positive results build pride and reputation within countries observing a rise in ratings after several studies
Positive results can be used as marketing leverage by highly rated countries
A positive or growing “country brand” can raise reputation of local company brands

To learn more, visit www.ReputationInstitute.com or contact info@reputationinstitute.com.


About Reputation Institute
Reputation Institute is the world's leading reputation consulting firm. As a pioneer in the field
of brand and reputation management, Reputation Institute helps companies unlock the power
of reputation. With a presence in more than 25 countries, Reputation Institute is dedicated to
advancing knowledge about reputation and shares best practices and current research through
client engagement, memberships, seminars, conferences, and publications such as Corporate
Reputation Review. Reputation Institute's Global Reputation Pulse is the largest study of
corporate reputations in the world, identifying what drives reputation and covering more than
1,000 companies from 27 countries annually. Reputation Institute provides specific reputation
insight from more than 15 different stakeholder groups and 24 industries, allowing clients to
create tangible value from intangible stakeholder feelings.

Reputation Institute
info@reputationinstitute.com
www.ReputationInstitute.com

Australia • Bolivia • Brazil • Canada • Chile • China • Colombia • Denmark • France • Germany • Greece
India • Ireland • Italy • Japan • Netherlands • Norway • Malaysia • Portugal • Russia • South Africa • Spain
Sweden • Switzerland • Turkey • Ukraine • United Arab Emirates • United Kingdom • United States

Copyright 2009. Reputation Institute. All Rights Reserved.
Copyright 2009. Reputation Institute. All Rights Reserved.

Country Rep 2009 Complimentary Report

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