Índice de reputación de país RepTrak

Copyright © 2011 Reputation Institute. All rights reserved. 1
2013 Country RepTrak™ Topline Report
The World’s View on Countries: An Online Study of the Reputation of 50 Countries
RepTrak™ is a registered trademark of Reputation Institute. © 2013 Reputation Institute, all rights reserved.

Copyright © Reputation Institute. All rights reserved.
About Reputation Institute
2

1. The Importance of Country Reputation

4Copyright © Reputation Institute. All rights reserved.
Why is Country Reputation important?
As in the case of companies, countries also have their own reputation which has influence in various
spheres.
Countries with a good reputation
welcome more tourists
Countries with a good
reputation attract FDI
attract foreign knowledge & talent
Countries with a good
reputation increase exports
improve their public diplomacy

The Reputation Economy applied to Country Reputation
Supportive
Behaviors
Value
Creation
Perceptions
Direct Experiencies
Country’s Actions
& Communications
3rd-party
Influences
Stereotypes

2. Country 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 Country 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 country.

Underlying the Pulse score are three dimensions that influence perceptions of a country and its
reputation, or the rational bond between stakeholder and country. It is the importance of these 3
dimensions which drive country reputation and stakeholder support include Advanced Economy,
Appealing Environment and Effective Government.
Emotional Reputation
Rational Reputation
Country RepTrak™ Model: from Emocional to Rational

Country RepTrak™ Model: Country Reputation Attributes
Advanced Economy
• Produces high quality products and services
• Has many well-known brands
• Important contributor to global culture
• Technologically advanced
• Well-educated and reliable workforce
• Values education
Appealing Environment
• Beautiful country
• Enjoyable country
• Offers an appealing lifestyle
• The people are friendly and welcoming
Effective Government
• Offers a favorable environment for doing business
• Run by an effective government
• Has adopted progressive social and economic policies
• Responsible participant in the global community
• Is a safe place
• Operates efficiently
Country RepTrak™ is a standardized scorecard that measures perceptions of countries based on
key performance indicators designed to assess the relative appeal of the country to respondents on
16 characteristics organized into 3 dimensions.

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
Having a strong reputation improves support. An increasingly globalized 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 2013.
Country RepTrak™ Model: Reputation & Value Creation

2013 Country RepTrak™ Study Overview
• Stakeholder Group (Target): The respondent pool
was made of the general public who had to be
“somewhat” or “very” familiar with at least one country
in the study, balanced to the country population on age
and gender, and was also controlled for region.
• Country Selection:
– Largest economies
– Countries of interest due to recent economic,
political or natural events.
• Data Collection Method : CAWI (online interviews).
• Data Collection Period: From January to March 2013.
• Sample: Over 27,000 consumers from G8 countries
provided over 34,000 rating based on their perceptions
of the 50 nations included in the study.

4. Country RepTrak™ 2013 Results

2013 Country RepTrak™ – Top 20
76.3
76.1
1
2
3
4
5
6
7
8
9
10
76.5
74.1
73.3
72.5
71.8
70.6
70.6
76.6
67.1
66.2
11
12
13
14
15
16
17
18
19
20
67.6
65.1
63.9
63.4
62.0
61.6
58.3
68.3Canada
Sweden
Switzerland
Australia
Norway
New Zealand
Denmark
Netherlands
Austria
Finland
Germany
Ireland
Belgium
Japan
UK
France
Italy
Portugal
Singapore
Spain
Scoring scale: 0-100
All score differences > 1.6 are significant at 95% confidence interval

76.6 76.5 76.3 76.1
74.1 73.3 72.5 71.8 70.6 70.6
68.3 67.6 67.1 66.2 65.1 63.9 63.4
62.0 61.6
58.3 57.8 57.4
54.9 54.3 53.2 52.7 51.5 51.0 50.7 50.2 49.3
47.4 47.2 47.2 47.0 46.8 46.1 45.8 45.5
43.9 43.7 43.3
40.1
37.8 37.8 36.7
34.0
28.8
22.6
21.2
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40 41 42 43 44 45 46 47 48 49
Global mean (54,6)
50
2013 Country RepTrak™

Country RepTrak™ in recent years – Top 10
1
2
3
4
5
6
7
8
9
10
Canada
Sweden
Switzerland
Australia
Norway
New Zealand
Denmark
Netherlands
Austria
Finland
2013 2012 2011 2010 2009
Canada Canada
AustraliaAustraliaAustralia
Australia
Sweden
Sweden
Sweden Canada Canada
Switzerland Switzerland Switzerland
Switzerland
Norway
Norway
Norway Norway
Sweden
New Zealand
New Zealand
Finland
Finland
Finland Finland
Austria Austria
Austria
Austria
Denmark Denmark Denmark
Netherlands Netherlands
Netherlands
NetherlandsDenmark
Belgium Spain

Very poor
Country RepTrak™ in recent years (1-25)

ExcellentVery poor
Country RepTrak™ in recent years (26-50)

Portugal 7.3%
Italy 7.7%
Greece 8.5%
Pakistan 7.5%
Nigeria 7.3%
Saudi Arabia 8.3%
Evolution 2012-2013
Evolution of Country RepTrak™ in the last year

Spain -2.2%
Argentina -2.4%
South Africa -1.7%
China -5.0%
India -2.5%
UAE -2.7%
Evolution 2012-2013
Evolution of Country RepTrak™ in the last year

91.0
84.8
75.9 74.6
71.0 70.9 69.9 69.3 69.0 67.6 67.2
64.6
61.9 60.5
54.8
Australia Canada India Germany Japan the United
Kingdom
Russia China United
States of
America
Mexico Brazil France South
Korea
Italy Spain
Global mean (70,2)
2013 Country RepTrak™ - Internal Reputation (Self-Image)

Gap between Internal and External Reputation
33.2
31.4
25.3
20.6
14.9 14.7
11.6
9.4
8.2
6.3 5.8 4.8
1.2
-3.5
-7.3
Russia China India Mexico Australia South
Korea
United
States of
America
Brazil Canada Germany the United
Kingdom
Japan France Italy Spain
Countries with a major gap
between internal (self-image) and
external perceptions
Countries most critical
of themselves
Countries least critical
of themselves

36.8%
35.3%27.9%
Adj R2 = 0.656
N = 42360
37.1%
35.5%27.3%
Weights
2012
Key Factors in Reputation: Dimension & Attribute Weights

0
20
40
60
80
Advanced EconomyAppealing Environment
Switzerland
Sweden
Canada
Egypt
Haiti
Greece
Reputation Profile of Countries (Dimensions)
#1 #1
#1
Countries with a
good reputation
present a balanced
reputation profile Countries with a bad
reputation have a
more uneven
profile

Advanced Economy
27.9%
Friendly & Welcoming People
Appealing Lifestyle
Enjoyable Country
Beautiful Country
Safety
International Participation
Institutional Environment
Social & Economic Policies
Efficient Use of Public Resources
Business Environment
High Quality Products & Services
Culture
Well-Educated & Reliable Workforce
Well-Known Brands
Values Education
Technology
Appealing Environment
35.3%
36.8%
7.8
7.1
6.8
6.5
6.4
5.8
8.1
7.1
6.7
6.4
5.9
5.6
5.2
5.1
5.0
4.5
Adj R2 = 0.681
N = 42360
Key Factors in Reputation: Dimension & Attribute Weights
+0.5
-0.4
Evolution 2012-2013

79.0
80.6
80.6
80.8
81.4
81.4
81.7
82.3
83.8
84.1
Finland
Austria
Ireland
New Zealand
Norway
Sweden
Italy
Canada
Australia
Switzerland
73.9
74.2
76.0
76.2
76.6
77.4
77.7
78.3
79.1
80.2
Japan
New Zealand
Denmark
Austria
Sweden
Spain
Canada
Switzerland
Australia
Italy
73.8
73.9
74.0
74.4
75.6
76.0
77.1
77.3
78.9
79.0
Austria
the Netherlands
Italy
New Zealand
Denmark
Norway
Canada
Sweden
Australia
Switzerland
73.4
73.9
73.9
74.0
74.5
74.8
75.9
76.0
76.3
77.0
Spain
the Netherlands
Switzerland
Norway
New Zealand
Denmark
Italy
Sweden
Canada
Australia
Beautiful Country 6.4%
7.1% 8.1%
6.7%Enjoyable Country
Friendly & Welcoming PeopleAppealing Lifestyle
Weights
Country RepTrak™ Attributes – Top 10

69.7
70.9
71.2
72.0
72.3
73.7
73.9
75.0
75.6
77.3
Austria
Germany
Australia
Finland
the Netherlands
Canada
Norway
Denmark
Switzerland
Sweden
68.6
68.7
69.1
70.2
70.5
71.6
72.5
72.5
73.5
74.8
New Zealand
the Netherlands
Finland
Germany
Norway
Australia
Denmark
Switzerland
Canada
Sweden
69.1
70.5
70.5
71.3
72.4
72.9
73.0
73.4
75.2
77.1
New Zealand
the Netherlands
Finland
Germany
Norway
Australia
Canada
Denmark
Sweden
Switzerland
Business Environment 5.8%
6.5% 7.1%
6.8%Institutional Environment
International ParticipationSocial & Economic Policies
7.8% 6.4%Efficient Use of Public ResourcesSafety
70.7
70.9
71.2
71.6
72.0
73.3
73.4
74.4
74.5
78.1
Japan
the Netherlands
Austria
Norway
Germany
Denmark
Australia
Canada
Sweden
Switzerland
73.1
73.3
74.5
74.6
74.6
75.8
76.4
77.0
77.2
80.1
New Zealand
the Netherlands
Australia
Finland
Austria
Norway
Denmark
Sweden
Canada
Switzerland
68.2
68.7
69.1
70.2
70.3
70.5
71.0
71.1
73.4
74.8
the Netherlands
Austria
Germany
Finland
Canada
Australia
Denmark
Norway
Sweden
Switzerland
Weights

69.4
69.5
69.9
71.4
72.5
72.8
75.2
76.2
76.9
77.6
Austria
the Netherlands
Australia
Norway
Denmark
Canada
Sweden
Germany
Japan
Switzerland
66.4
66.6
68.5
69.4
71.3
72.5
74.4
75.0
76.2
79.5
Canada
Denmark
the United Kingdom
France
Sweden
Italy
Germany
Switzerland
United States of America
Japan
69.2
69.6
70.1
70.4
71.1
71.4
72.1
72.4
72.5
74.6
Australia
Denmark
Austria
Switzerland
the United Kingdom
France
Sweden
Germany
Italy
66.7
68.2
68.3
68.5
70.7
71.7
72.0
73.3
73.5
81.0
Australia
Norway
Finland
Denmark
Canada
Sweden
Switzerland
Germany
Japan
72.6
72.7
72.9
73.7
73.8
74.8
75.1
76.8
77.2
78.2
Austria
Finland
Australia
Germany
Norway
Denmark
Canada
Japan
Sweden
Switzerland
72.6
72.9
73.1
74.5
75.2
75.3
75.4
75.4
77.4
78.0
Austria
Finland
Australia
Germany
Norway
Canada
Japan
Denmark
Sweden
Switzerland
High Quality Products & Services 5.9%
5.6% 4.5%
5.1%Well-Known Brands
TechnologyCulture
5.2% 5.0%Values EducationWell-Educated & Reliable Workforce
Weights

Visit
0.71
Invest
0.74
Live
0.77
Work
0.76
Buy
0.76
Study
0.75
Value Creation: Reputation & Declared Willingness

76.5
77.1
77.3
77.4
77.9
78.7
80.1
80.3
80.8
80.8
New Zealand
Denmark
Spain
Austria
Norway
Sweden
Australia
Canada
Italy
Switzerland
63.1
63.4
63.5
64.6
64.8
66.6
67.5
67.9
68.3
71.7
Austria
Japan
New Zealand
Denmark
Norway
Germany
Sweden
Australia
Canada
Switzerland
64.9
66.4
66.8
68.6
68.7
68.7
70.8
72.4
72.7
73.1
Germany
the Netherlands
Austria
Denmark
Norway
New Zealand
Sweden
Switzerland
Australia
Canada
Visit Invest
Live
Key Drivers
Beautiful Country
Enjoyable Country
Key Drivers
Appealing Lifestyle
Safety
International Participation
Key Drivers
Efficient Use of Resources
Technology
Supportive Behaviors towards Countries – Top 10

66.4
68.3
68.5
68.9
69.8
70.2
70.9
71.6
73.3
73.3
Denmark
Norway
Austria
Germany
the United Kingdom
Sweden
Australia
Canada
Switzerland
67.8
69.1
69.1
69.6
69.7
70.9
71.5
73.3
74.2
75.0
Finland
Norway
Italy
Australia
Denmark
Japan
Canada
Sweden
Germany
Switzerland
65.7
66.8
67.3
68.1
68.3
69.2
71.2
71.2
73.6
74.5
the Netherlands
New Zealand
Austria
Denmark
Germany
Norway
Sweden
Australia
Canada
Switzerland
Work Buy
Study
Key Drivers
Safety
Appealing Lifestyle
Key Drivers
Safety
Values Education
Culture
Key Drivers
High Quality Products & Services
Well-Known Brands
Supportive Behaviors towards Countries – Top 10

4. The Economic Impact of Country Reputation

Reputation & Reality: a Balance between Management &
Communication
Risk
Opportunity
PERCEPTION
Bad
Good
Good
REALITY
Communication is required
to capitalize on good
reality and overcome poor
perceptions
Change is required to alter
’reality’ and minimize
reputational risk
Bad

Reputation & Reality: Country Reputation & Competitiveness
2013CompetitivenessIndex
2013 Country RepTrak™
*Based on IMD World Competitiveness Yearbook (WCY) 2013
Reputational Risk
Communication Opportunity
When comparing actual data
obtained from real-world
measurements, such as the
competitiveness of countries,
with data on their reputations,
the result is this matrix.
It shows that certain countries
have a strong communication
opportunity, while others find
themselves in a position of
reputation risk.

Intention to VisitCountry Reputation Tourism ($)
0.7 0.6
*Based on World Bank data.
Reputation & Reality: Country Reputation & Tourism
According to the analysis carried out by Reputation Institute, it is clear that there is a demonstrated
correlation between the reputation of a country, and the income received from tourism.
*Pearson correlation..

-100
100
300
500
700
900
1100
01/09 04/09 07/09 10/09 01/10 04/10 07/10 10/10 01/11 04/11 07/11 10/11 01/12 04/12 07/12 10/12 01/13 04/13
CountryRiskPremium
Time (date)
Set of countries with weaker reputations (China, India, USA, Poland & Greece)
Set of counties with stronger reputations (Canada, Sweden , Norway, Switzerland & Australia)
Reputation & Reality: Country Reputation & Risk Premium
Countries with a good reputation have maintained a stable risk premium since the beginning of
the financial crisis, while countries with poor reputations have seen the risk premiums they pay rise
by up to 1000%.

-100
100
300
500
700
900
1100
01/09 04/09 07/09 10/09 01/10 04/10 07/10 10/10 01/11 04/11 07/11 10/11 01/12 04/12 07/12 10/12 01/13 04/13
Time (date)
Reputation & Reality: Country Reputation & Risk Premium
CountryRiskPremium
Countries with a good reputation have maintained a stable risk premium since the beginning of
the financial crisis, while countries with poor reputations have seen the risk premiums they pay rise
by up to 300%.
Set of countries with weaker reputations (China, India, USA & Poland)
Set of counties with stronger reputations (Canada, Sweden , Norway, Switzerland & Australia)

About Reputation Institute
Reputation Institute is the world’s leading reputation-based advisory firm, founded by Dr. Charles Fombrun and Dr. Cees
van Riel in 1997. We enable many of the world’s 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 world’s 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: www.reputationinstitute.com
• For country specific results: countryreptrak@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
Australia · Argentina · Belgium · Brazil · Canada · Chile · China · Colombia · Croatia · Denmark · Ecuador · Finland · France
Germany · Greece · India · Ireland · Italy · Japan · Malaysia · Mexico · Netherlands · Norway · Panama · Peru · Portugal
Puerto Rico · Russia · South Africa · Spain · Sweden · Switzerland · Turkey · UAE · United Kingdom · United States · Ukraine
Join the Discussion
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