Corporate and Place Reputation - Messe Berlin · Strategy Alignment Advice Group We Help Global...

Copyright 2013. Reputation Institute. All Rights Reserved.

Corporate and Place Reputation ITB Berlin Convention, March 8th 2013

[email protected] Shahar Silbershatz, Director

1


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


How it all began

3

? Consumer

Employee

Investor

Partner

Regulator

Journalist


How we define Corporate Reputation

4

Emotional

bond

Rational explanation

of the emotional


Where reputation originates and what it impacts

5

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


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


The world’s most reputable companies in 2012

7

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 .


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


Your ranking of the reputation of 20 selected countries

9

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%


General Public perceptions vs. Conference Participants

10

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


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


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.


Thank You

14

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

To find your local office please visit our

website

www.reputationinstitute.com/contact/

Corporate and Place Reputation - Messe Berlin · Strategy Alignment Advice Group We Help Global...

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