2014 City RepTrak® - The World’s Most Reputable Cities

Copyright © 2014 Reputation Institute. All rights reserved. 1

2014 City RepTrak®

The World’s View on Cities: An Online Study of the Reputation of 100 CitiesRepTrak® is a registered trademark of Reputation Institute. © 2014 Reputation Institute, all rights reserved.

The World’s Most Reputable Cities

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Copyright © 2014 Reputation Institute. All rights reserved. 2Copyright © Reputation Institute. All rights reserved.

About Reputation Institute

2

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Publications

Conferences

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Metrics & Insights

Strategy & Positioning

Alignment & Implementation

Reputational Risk

Global Value PropositionWe enable leaders to make business decisions that build and

protect reputational capital and drive competitive advantage.

Intelligence Group

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1. The Importance of City Reputation

Copyright © 2014 Reputation Institute. All rights reserved. 4Copyright © Reputation Institute. All rights reserved.

Places are competing for Attention

4

Nations Regions Cities

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http://www.google.es/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=Bo29NV4hzUMp2M&tbnid=ZoGeeaijaSE4eM:&ved=0CAUQjRw&url=http://www.trulydeeply.com.au/madly/tag/melbourne-logo/&ei=ir7JUYvFGMeiO-GPgMgN&bvm=bv.48293060,d.ZWU&psig=AFQjCNHaTfvghIGL4AiON7e008p4K3yIBQ&ust=1372262399415932

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http://www.google.es/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=wxHirkg_DcZlRM&tbnid=MX9brOUnD5eBYM:&ved=&url=http://blogs.ubc.ca/samanthawalsh/2012/09/22/marketing-ubc-and-the-city-of-vancouver/&ei=m7_JUfypD4jh4QTLoIDYBQ&bvm=bv.48293060,d.bGE&psig=AFQjCNHNvtm_jTBEctrqeK67Ea9V3a4UpQ&ust=1372262683864442

http://www.google.es/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=wxHirkg_DcZlRM&tbnid=MX9brOUnD5eBYM:&ved=&url=http://blogs.ubc.ca/samanthawalsh/2012/09/22/marketing-ubc-and-the-city-of-vancouver/&ei=m7_JUfypD4jh4QTLoIDYBQ&bvm=bv.48293060,d.bGE&psig=AFQjCNHNvtm_jTBEctrqeK67Ea9V3a4UpQ&ust=1372262683864442

http://www.google.es/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=ONET7suZ5ckEbM&tbnid=loSw1AUlPN8eqM:&ved=0CAUQjRw&url=http://cms.ual.es/UAL/universidad/serviciosgenerales/deportes/Pagina/CEU2012ALMERIA_WEBOFICIAL&ei=RsDJUfKRJIfiOpePgbAI&bvm=bv.48293060,d.bGE&psig=AFQjCNElWRmdV_xwy_Qm7x4W4tu2_tMnOQ&ust=1372262812436344

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Why is Place Reputation important?

Places with a good reputation

welcome more tourists


attract FDI

Places with a good reputation attract

foreign knowledge & talent


increase exports


improve their public diplomacy

As in the case of companies, countries and cities also have their own reputation which has an impact

their performance.

http://www.google.es/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=MzSupftJLeZKPM&tbnid=7t_pN8oe7lwiqM:&ved=0CAUQjRw&url=http://www.masquenegocio.com/tag/clientes/&ei=-y3IUdmjMcWDONXbgLAI&bvm=bv.48293060,d.bGE&psig=AFQjCNFFQAotYrs4Ylxi4VZY80Gm-tURBw&ust=1372159826729416

http://www.google.es/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=MzSupftJLeZKPM&tbnid=7t_pN8oe7lwiqM:&ved=0CAUQjRw&url=http://www.masquenegocio.com/tag/clientes/&ei=-y3IUdmjMcWDONXbgLAI&bvm=bv.48293060,d.bGE&psig=AFQjCNFFQAotYrs4Ylxi4VZY80Gm-tURBw&ust=1372159826729416


The Reputation Economy applied to Place Reputation

Supportive

Behaviors

Value

CreationPerceptions

Direct Experiences

City’s Actions &

Communications

3rd-party

Influences

Stereotypes


2. City 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 City 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 city.


Underlying the Pulse score are three dimensions that influence perceptions of a city and its reputation,

or the rational bond between stakeholder and city. It is the importance of these 3 dimensions which

drive city reputation and stakeholder support, and they include Advanced Economy, Appealing

Environment and Effective Government.

Emotional Reputation

Rational Reputation

City RepTrak® Model: from Emotional to Rational


City RepTrak® Model: City Reputation Attributes

Advanced Economy

• Produces many unique and well-respected products and services

• Is the headquarters location of many leading companies

• Is technologically advanced

• Is financially stable and has great potential for future growth

• Offers a favorable environment for doing business

Appealing Environment

• Is a beautiful city

• Offers a wide range of appealing experiences, including food,

sport, architecture, and entertainment

• Is home to many well-known artists, scientists, inventors, writers,

athletes, and politicians

Effective Government

• Offers a safe environment for visitors and residents

• Has a well-developed structure of political and legal institutions

• Follows progressive social, economic, and environmental policies

• Has an adequate infrastructure of transportation,

communications, and public institutions

• Is run by well-respected leaders

City RepTrak® is a standardized scorecard that measures perceptions of cities based on key

performance indicators designed to assess the relative appeal of the city to respondents on 13

characteristics organized into 3 dimensions.


I would recommend visiting

the city

I would recommend living in

the city

I would recommend working

in the city

I would recommend investing

in the city

I would recommend buying

products/services originating

from the city

Having a strong reputation improves support. An increasingly globalized world with intensified

competition makes city reputations matter more than ever. Attracting FDI, tourists, highly-skilled

workers and being able to sell the products of the city abroad are facilitated by having a strong

city reputation. This model shows the correlation between supportive behaviors and external

reputation overall for 2013.

City RepTrak® Model: Reputation & Value Creation

12Copyright © Reputation Institute. All rights reserved.

Analysis of Economic Implications:the Reputation Economy

Supportive

Behaviors

Value

CreationPerceptions

Direct

Experiences

Country Actions &

Communications

3rd-party

Influence

Stereotypes

About the Study


2014 City RepTrak® Study Overview

Stakeholder Group (Target): G8 general public (only

people who were “somewhat” or “very” familiar).

City Selection:

– Largest populations

– Largest gross domestic products or GDP

– Cities which enjoy the highest amount of

tourism

Data Collection Method : CAWI (online interviews).

Data Collection Period: From January to February

2014.

Sample: Over 19.000 consumers from G8 countries

rating the100 cities included in the study.

2014 City RepTrak® Results


The Most Reputable City in 2014 is…

VIENNA


2014 City RepTrak® – Top 10

1

2

3

4

5

6

7

8

9

10

75,5

75,3

76,2

75,2

74,9

74,8

74,6

73,7

73,1

76,4

Florence

Munich

Sydney

Vienna

Venice

Vancouver

Oslo

Barcelona

Montreal

London

Scoring scale: 0-100

All score differences > 2.5 are significant at 95% confidence interval

http://www.google.es/url?sa=i&rct=j&q=austria+flag&source=images&cd=&cad=rja&docid=diJ9Nj8ocKpFlM&tbnid=EARINq6XEB3nuM:&ved=0CAUQjRw&url=http://golfforallbg.com/teams/&ei=IxFcUcHqKobTPLSpgOAP&psig=AFQjCNFq7gR0GQAo87yIBHvxSBGOHSBRuA&ust=1365074581006600


http://www.google.es/url?sa=i&rct=j&q=australia+flag&source=images&cd=&cad=rja&docid=8hJw0L8b4-bfPM&tbnid=l74_TgZVVdD6dM:&ved=0CAUQjRw&url=http://www.olstars.com/en/flag/Australia&ei=xw9cUdGMOoLbPKOigNAJ&psig=AFQjCNGXAUfiD7t9wI19mysMQ64it2as5A&ust=1365074244059267


//upload.wikimedia.org/wikipedia/en/0/03/Flag_of_Italy.svg




http://www.google.es/url?sa=i&rct=j&q=uk+flag&source=images&cd=&cad=rja&docid=qwR3CCH0F-XrHM&tbnid=GEjGpKJlRBI5mM:&ved=0CAUQjRw&url=http://printable-flag.blogspot.com/2012/09/united-kingdom-uk-flag-printable.html&ei=3hFcUYyLG8OYO_2egagM&bvm=bv.44697112,d.ZGU&psig=AFQjCNFsbDJrdv4Dj88x_z-N8yVK9O8tWw&ust=1365074775931286


http://www.google.es/url?sa=i&rct=j&q=spain+flag&source=images&cd=&cad=rja&docid=i8zygqvi2tcJeM&tbnid=eVgB8jz9xVSAAM:&ved=0CAUQjRw&url=http://gospain.about.com/od/spanishlife/ig/Spanish-Flags/Spanish-Flag.htm&ei=HhJcUa6TI8qqPOCHgPAD&bvm=bv.44697112,d.ZGU&psig=AFQjCNEOQbz8Qnh1dVe7wdjYVYxBP77hhg&ust=1365074842038271


http://www.google.es/url?sa=i&rct=j&q=canada+flag&source=images&cd=&cad=rja&docid=hyqW95gNZC7s_M&tbnid=WURaw2xqlXL7nM:&ved=0CAUQjRw&url=http://backinblue.kc-media.net/?p=6249&ei=ZQ9cUYOLJsWhO6nbgCA&bvm=bv.44697112,d.ZWU&psig=AFQjCNFJu28A-tJ7Q9aHeWEuciFAWDZW5A&ust=1365074144862839


http://www.google.es/url?sa=i&rct=j&q=germany+flag&source=images&cd=&cad=rja&docid=1PIqnNVToR-LIM&tbnid=e5AzJYzycOK1pM:&ved=0CAUQjRw&url=http://streetfighter.wikia.com/wiki/File:Germany-flag.jpg&ei=eRFcUawhyqo84IeA8AM&psig=AFQjCNF_PCnMOZ-f1E-Xr08W7490kOJ6Tg&ust=1365074656610758





Vancouver London

Sydney

Vienna Geneva

Copenhagen Vienna

Oslo

Rome

Sydney

Barcelona

Venice

Florence

Oslo

Stockholm Florence

Barcelona

Melbourne Vancouver

Venice

Sydney

Toronto

Stockholm

Vienna

Venice

Edinburgh

Florence

London

Copenhagen

Zurich

1

2

3

4

5

6

7

8

9

10

2013 2012 2011

City RepTrak® in recent years – Top 10

2014

Florence

Munich

Sydney

Vienna

Venice

Vancouver

Oslo

Barcelona

Montreal

London













http://www.google.es/url?sa=i&rct=j&q=suecia+flag&source=images&cd=&cad=rja&docid=oB2L_FRizTizuM&tbnid=N9YjKWWmiCj4cM:&ved=0CAUQjRw&url=http://begobicho.wordpress.com/category/futbol/&ei=-w9cUYXxDMO7O8-SgOgB&psig=AFQjCNHY7ECP6IJ6-hJ0XYMtaD5oRSXiwQ&ust=1365074292747342


http://www.google.es/url?sa=i&rct=j&q=suiza+flag&source=images&cd=&cad=rja&docid=e5JE1WJpWKoEhM&tbnid=lgjxLZcwRMS10M:&ved=0CAUQjRw&url=http://www.fondosblackberry.com/download/switzerland-flag-bandera-de-suiza-europa_w4340.html&ei=MRBcUdihJsOuOZrUgegL&psig=AFQjCNEufTyXniqHC96j4rqcMUd024AR8A&ust=1365074347019563


http://www.google.es/url?sa=i&rct=j&q=noruega+flag&source=images&cd=&cad=rja&docid=eVi9ELLcPP9LaM&tbnid=I2mHN76pF4QMcM:&ved=0CAUQjRw&url=http://www.fondosblackberry.com/download/norway-flag-bandera-de-noruega-flag-kongeriket-norge_w4451.html&ei=aRBcUd6BDYbZOYilgPAD&psig=AFQjCNH3W-zvR5R6BMVd_K1ut4X_XIbVjA&ust=1365074406240979
























http://www.google.com/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=_Mw4b8iZ7vXjzM&tbnid=bpbRXsAX-TSH6M:&ved=0CAUQjRw&url=http://en.wikipedia.org/wiki/Flag_of_Denmark&ei=GLlTUtGqCYmP0AXYlYC4BA&bvm=bv.53537100,d.d2k&psig=AFQjCNHChS4HPsY0JM9uKB-JGKM1j2Ui-A&ust=1381304972579302

http://www.google.com/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=_Mw4b8iZ7vXjzM&tbnid=bpbRXsAX-TSH6M:&ved=0CAUQjRw&url=http://en.wikipedia.org/wiki/Flag_of_Denmark&ei=GLlTUtGqCYmP0AXYlYC4BA&bvm=bv.53537100,d.d2k&psig=AFQjCNHChS4HPsY0JM9uKB-JGKM1j2Ui-A&ust=1381304972579302

http://www.google.es/url?sa=i&rct=j&q=denmark+flag&source=images&cd=&cad=rja&docid=c8VAF-95ibtUEM&tbnid=2QSawX2d3nDhKM:&ved=0CAUQjRw&url=http://en.wikipedia.org/wiki/File:Denmark_flag.GIF&ei=_RBcUYXBEo7MPZn9gCA&psig=AFQjCNGUVZG4Ui9LiTNesOE3W-m8QkSfmQ&ust=1365074554267446

http://www.google.es/url?sa=i&rct=j&q=denmark+flag&source=images&cd=&cad=rja&docid=c8VAF-95ibtUEM&tbnid=2QSawX2d3nDhKM:&ved=0CAUQjRw&url=http://en.wikipedia.org/wiki/File:Denmark_flag.GIF&ei=_RBcUYXBEo7MPZn9gCA&psig=AFQjCNGUVZG4Ui9LiTNesOE3W-m8QkSfmQ&ust=1365074554267446




































35.3%

37.6%27.1%

35.4%

37.7%26.9%

Weights

2013

Key Factors in Reputation: Dimension Weights

Adj R2 = 0.672

n = 16353


10,3

8,3

8,0

7,1

6,5

11,8

8,8

7,7

Safety

Social, Economic & Environmental Policies

Well-Respected Leaders

Well-Developed Political & Legal Institutions

Adequate Transport, Communications & Infrastructure

Advanced Economy

27,1%

Well-Respected Products & Services

Financially Stable & Future Growth

Business Environment

Technology

Headquarters of Leading Companies

Adj R2 = 0.686

n = 16353

Key Factors in Reputation: Importance of attributes

Beautiful City

Appealing Experiences

Well-Known Personalities

Appealing Environment

37.6%

Effective Government

35.3%

6,9

6,9

6,6

5,7

5,4


Cities with a Strong Reputation (70-80 points)

1-31



76.4

76.2

75.5

75.3

75.2

74.9

74.8

74.6

73.7

73.1

72.8

72.7

72.6

72.4

72.2

72.2

72.0

72.0

71.9

71.9

71.8

71.8

71.5

71.4

71.2

70.9

70.6

70.2

70.2

70.0

70.0

Vienna

Munich

Sydney

Florence

Venice

Oslo

Vancouver

London

Barcelona

Montreal

Copenhagen

Helsinki

Brussels

Amsterdam

Paris

Perth

Brisbane

Geneva

Edinburgh

Zurich

Melbourne

Stockholm

Rome

Frankfurt

New York

Toronto

Dublin

Seattle

Berlin

Osaka

San Francisco


32-57



Cities with a Moderate Reputation (60-70 points)

69.8

69.8

69.6

69.4

68.8

68.4

66.9

66.8

66.5

66.3

66.2

65.7

65.5

64.9

63.9

63.7

62.9

62.4

61.7

61.3

61.2

61.0

60.8

60.6

60.6

60.2

Madrid

Tokyo

Prague

Milan

Adelaide

Auckland

Lyon

New Orleans

Orlando

Los Angeles

Boston

Lisbon

Miami

Washington DC

Taipei

Singapore

Warsaw

Dubai

Atlanta

Abu Dhabi

Budapest

Chicago

Las Vegas

Houston

Hong Kong

Monterrey


58-98



Cities with a Weak Reputation (40-60)

59.858.958.458.358.258.057.857.457.156.856.556.556.155.655.154.654.654.553.953.853.753.553.152.452.352.152.151.551.149.249.149.048.547.847.847.647.045.344.244.143.2

CancúnSt.PetersburgRio de Janeiro

AthensMecca

MontevideoJerusalem

HanoiKuala LumpurBuenos Aires

BucharestSan Juan

Santo DomingoCape Town

LimaSao Paulo

BangkokIstanbul

JohannesburgSeoul

MacauSantiagoShanghai

BeijingGuangzhou

ManilaPort-au-Prince

Tel AvivNairobi

Kolkata/CalcuttaRyad

JakartaKiev

CaracasMumbai

New DelhiMoscow

Mexico CityKarachi

CairoBogota

34.7

30.0

Tehran

Baghdad

98-100

Cities with a Poor Reputation (0-40 points)


Nairobi 13.0%

Evolution 2013-2014

Positive Evolution of City RepTrak® in the last year

Mecca 12.8%

Hanoi 12.3%

Taipei 11.6%

Brisbane 9.8%


Evolution 2013-2014

Negative Evolution of City RepTrak® in the last year

Bogota 16.3%

Kiev 14,6%

Santiago 9.6%

Houston 8,8%New Delhi 8,7%

Mumbai 8,6%

Toronto 8,6%


Visit

0.73

Invest

0.72

Live

0.76

Work

0.75

Buy

0.76

Value Creation: Reputation & Support

Attend/organize

events

0.71


Supportive Behaviors towards Cities – Top 10

Visit Invest

Live

84.5

84.4

83.5

82.9

82.8

81.6

81.6

80.9

79.9

79.4

Florence

Paris

Venice

Vienna

Barcelona

Rome

London

Amsterdam

Sydney

Munich

73.5

69.3

68.7

68.2

67.8

67.0

66.8

66.8

66.6

66.6

Munich

Zurich

Tokyo

Frankfurt

Osaka

New York

Sydney

Brussels

Melbourne

Vancouver

73.7

73.1

72.2

71.6

70.1

70.1

69.9

69.3

68.8

68.8

Munich

Sydney

Vancouver

Vienna

Melbourne

Amsterdam

Montreal

Stockholm

San Francisco

Perth








Supportive Behaviors towards Cities – Top 10

Work Buy

75.3

72.0

71.8

71.8

71.3

71.2

71.1

71.0

70.8

70.3

Munich

Tokyo

London

Florence

Paris

Brussels

Copenhagen

Sydney

Vienna

Amsterdam

76.1

72.7

71.4

71.2

71.1

71.0

71.0

70.5

70.1

70.1

Munich

Sydney

Zurich

London

Vancouver

Melbourne

New York

Toronto

Amsterdam

Vienna

Attend/organize events

76.7

75.1

74.6

73.3

73.2

71.7

71.5

71.4

71.4

71.3

Munich

Florence

New York

Sydney

Vienna

Los Angeles

Milan

Zurich

Melbourne

Amsterdam








A Better Reputation Leads to Stronger Support

The good reputation of a city strongly correlates with an increase in the supportive

behaviors shown towards the city, such as visiting the city, living or working in the

city, or deciding to invest in the city.

20

30

40

50

60

70

80

20 25 30 35 40 45 50 55 60 65 70 75 80

Inte

nti

on

to

Vis

it

City RepTrak®

Vienna

Baghdad

Tehran

Cairo


Thank you

Questions or CommentsPlease post your questions or

comments and continue the

discussion…

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2014 City RepTrak® - The World’s Most Reputable Cities

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