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Corporate and Place Reputation ITB Berlin Convention, March 8th 2013
[email protected] Shahar Silbershatz, Director
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Copyright 2013. Reputation Institute. All Rights Reserved.
Who we are
2
Knowledge Center
Publications
Conferences
Training
Insight
Strategy
Alignment
Advice Group
We Help Global Companies
and Destinations Assess,
Develop and Protect
their Reputation
Copyright 2013. Reputation Institute. All Rights Reserved.
How it all began
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? Consumer
Employee
Investor
Partner
Regulator
Journalist
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How we define Corporate Reputation
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Emotional
bond
Rational explanation
of the emotional
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Where reputation originates and what it impacts
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Products
Customer Service
Investments
Employment
Direct Experiences
Branding
Public Relations
Marketing
Corporate Reporting
What You Say
Media
Key Opinion Leaders
Topic Experts
Friends Family
What Others Say
Perceptions Behavior Business Results
Copyright 2013. Reputation Institute. All Rights Reserved.
Similar logic applies to countries and cities
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Perceptions Behavior Business Results
FDI
Tourism receipts
Exports
GDP
Taxes Visit
Invest
Live
Work
Study
Buy
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The world’s most reputable companies in 2012
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Rank CompanyRepTrak™
Pulse Score .
1 BMW 80.08
2 Sony 79.31
3 The Walt Disney Company 78.92
4 Daimler (Mercedes-Benz) 78.54
5 Apple 78.49
6 Google 78.05
7 Microsoft 77.98
8 Volksw agen 77.04
9 Canon 76.98
10 LEGO Group 76.35
11 Adidas Group 76.00
12 Nestlé 75.88
13 Colgate-Palmolive 75.75
14 Panasonic 75.71
15 Nike 75.43
16 Intel 75.42
17 Michelín 75.32
18 Johnson & Johnson 75.17
19 IBM 75.08
20 Ferrero 74.90
21 Samsung Electronics 74.81
22 Honda Motor 74.80
23 L'Oréal 74.35
24 Nokia 74.33
25 Philips Electronics 74.33
Rank CompanyRepTrak™
Pulse Score .
26 Kellogg 74.32
27 Goodyear 74.28
28 Amazon.com 74.07
29 Danone 74.05
30 3M 74.02
31 Hew lett-Packard 73.67
32 Nintendo 73.56
33 LVMH Group 73.46
34 Bridgestone 73.35
35 IKEA 73.22
36 Giorgio Armani Group 73.22
37 Toyota 72.77
38 The Coca-Cola Company 72.66
39 FedEx 72.56
40 Marriott International 72.53
41 Pirelli 72.30
42 Barilla 72.12
43 Fujif ilm 72.07
44 Deutsche Lufthansa 72.06
45 Siemens 71.76
46 Bayer 71.31
47 UPS 71.29
48 Boeing 71.09
49 Procter & Gamble 71.08
50 Dell 71.02 .
Copyright 2013. Reputation Institute. All Rights Reserved.
The world’s most reputable countries in 2012
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Direct link between reputation and $$$
A 5 point increase in Country Reputation
leads to a 12% increase
in Tourism Receipts and a 7% increase
in Foreign Direct Investment
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Your ranking of the reputation of 20 selected countries
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Australia
Germany
United Kingdom
Switzerland
Indonesia
Spain
UAE
Austria
Japan
France
Thailand
Turkey
Mexico
USA
Italy
Greece
China
Russia
Azerbaijan
Egypt
n = 1.145
Country RepTrak™ 2013 Conference Participants Scores
79,03
77,56
77,41
76,19
75,38
74,51
73,50
71,88
68,88
68,27
67,55
64,70
58,65
58,45
58,20
56,97
54,19
53,29
48,29
48,08
Spain UAE Switzerland
Switzerland Germany Australia
United Kingdom Switzerland Austria
Germany United Kingdom UAE
France Austria Germany
Italy Japan United Kingdom
Austria China France
Indonesia Turkey Spain
USA Thailand USA
UAE USA Thailand
n = 594 n = 576 n = 592
Visit Invest Live
"…is a country I would recommend visiting" "…is a country I would recommend investing in" "…is a country I would recommend living in"
90,32%
77,19%
77,05%
75,41%
75,00%
73,77%
72,55%
72,41%
70,69%
70,49%
52,46%
49,18%
47,37%
44,26%
33,33%
31,58%
31,37%
28,81%
28,33%
20,69%
56,14%
50,85%
47,06%
40,98%
39,34%
39,34%
34,38%
32,26%
29,82%
27,12%
United Kingdom Germany United Kingdom
Switzerland United Kingdom Switzerland
Germany Switzerland Germany
UAE USA USA
Australia Japan France
Austria Spain Australia
USA France Austria
Spain Austria Spain
Japan Italy Japan
Thailand Turkey China
n = 586 n = 591 n = 581
Work Buy Study
"…is a country I would recommend working in""…is a country I would recommend buying
products & services from""…is a country I would recommend studying in"
59,02%
56,14%
55,74%
52,46%
47,46%
45,10%
31,03%
30,65%
28,07%
23,73%
81,97%
65,57%
61,40%
60,34%
57,89%
56,45%
56,25%
50,98%
42,62%
42,37%
70,49%
63,16%
59,02%
58,62%
56,25%
50,85%
41,18%
40,32%
35,09%
33,33%
Copyright 2013. Reputation Institute. All Rights Reserved.
General Public perceptions vs. Conference Participants
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External G8 Scores - 2012 Conference Participants Scores - 2013
Rank = 1 Australia Rank = 1
Rank = 2 Switzerland Rank = 4
Rank = 3 Austria Rank = 8
Rank = 4 Germany Rank = 2
Rank = 5 Japan Rank = 9
Rank = 6 United Kingdom Rank = 3
Rank = 7 Spain Rank = 6
Rank = 8 France Rank = 10
Rank = 9 Italy Rank = 15
Rank = 10 Thailand Rank = 11
n = 13.364 n = 599
Country RepTrak™
79,03
76,19
71,88
77,56
68,88
77,41
74,51
68,27
58,20
67,55
75,21
74,78
70,55
66,32
66,25
65,71
63,38
61,16
59,00
53,95
8 countries vs. 84 countries
General public vs. Travel professionals
2012 vs. 2013
Online vs. Pen and Paper
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Copyright 2013. Reputation Institute. All Rights Reserved.
Reputation Management Best Practices
Understand perceptions and drivers among
your stakeholders
Identify your competitive strengths and point
of difference
In order to work strategically with reputation, companies and destinations should:
Define a relevant Brand & Reputation strategy
Align activities with your strategy and
stakeholder expectations
Build KPIs to ensure accountability
Monitor success on an ongoing basis
12
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Read more about Place Reputation
13
Go to
www.reputationinstitute.com/itb
to download white papers
and learn more about
Reputation Institute’s
new Center of Excellence
specialized in the measurement,
analysis and management of the
reputation of countries, regions
and cities.
Copyright 2013. Reputation Institute. All Rights Reserved.
Thank You
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Australia • Belgium • Bolivia • Brazil • Canada • Chile • China • Colombia • Denmark • Finland•
France • Germany • Greece • India • Ireland • Italy • Japan • Malaysia • Netherlands • Norway •
Peru • Portugal • Russia • South Africa • Spain
Sweden • Switzerland • Turkey • Ukraine • United Arab Emirates • United Kingdom • United States
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 enables companies to make decision that
protects their reputation capital and improve their
competitive advantage
With a presence in 30 countries, Reputation
Institute is dedicated to advancing knowledge
about reputation and sharing best practices and
current research through client engagement,
memberships, seminars, conferences, and
publications such as Corporate Reputation Review
and Reputation Intelligence.
Visit ReputationInstitute.com to learn how you
can start making reputation based decisions
Questions or Comments Please post your questions or
comments and continue the discussion
in our LinkedIn Group Reputation
Institute
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