Corporate and Place Reputation ITB Berlin Convention, March 8th 2013 Shahar Silbershatz, Director ssilbershatz@reputationinstitute.com
Who we are Knowledge Center Advice Group Publications Conferences Training Insight Strategy Alignment We Help Global Companies and Destinations Assess, Develop and Protect their Reputation 2
How it all began? Consumer Employee Investor Partner Regulator Journalist 3
How we define Corporate Reputation Emotional bond Rational explanation of the emotional 4
Where reputation originates and what it impacts Direct Experiences Perceptions Behavior Business Results Products Customer Service Investments Employment What You Say Branding Public Relations Marketing Corporate Reporting What Others Say Media Key Opinion Leaders Topic Experts Friends Family 5
Similar logic applies to countries and cities Perceptions Behavior Business Results Visit Invest Live Work Study Buy GDP Exports Taxes FDI Tourism receipts 6
The world s most reputable companies in 2012 Rank Company RepTrak 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 Company RepTrak 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 Fujifilm 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. 7
The world s most reputable countries in 2012 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 8
Your ranking of the reputation of 20 selected countries Australia Germany United Kingdom Switzerland Indonesia Spain UAE Austria Japan France Thailand Turkey Mexico USA Italy Greece China Russia Azerbaijan Egypt Country RepTrak 2013 Conference Participants Scores 54,19 53,29 48,29 48,08 58,65 58,45 58,20 56,97 64,70 68,88 68,27 67,55 79,03 77,56 77,41 76,19 Visit Work Invest Buy Live Study 75,38 Spain 90,32% United Kingdom UAE 52,46% 59,02% Switzerland Germany 56,14% 81,97% United Kingdom 74,51 Switzerland 77,19% Switzerland Germany 49,18% 56,14% United Kingdom Australia 50,85% 65,57% Switzerland 73,50 United Kingdom 77,05% Switzerland Germany 47,37% 55,74% Switzerland Austria 47,06% 61,40% Germany 71,88 Germany 75,41% United Kingdom UAE 44,26% 52,46% USA UAE 40,98% 60,34% USA France 75,00% Australia Austria 33,33% 47,46% Germany Japan 39,34% 57,89% France Italy 73,77% Austria Japan 31,58% 45,10% United Kingdom Spain 39,34% 56,45% Australia Austria 72,55% USA China 31,03% 31,37% France 34,38% 56,25% Austria Indonesia 72,41% Spain Turkey 30,65% 28,81% Austria Spain 32,26% 50,98% Spain USA 70,69% Thailand Japan 28,07% 28,33% Italy USA 29,82% 42,62% Japan UAE 70,49% Thailand USA 23,73% 20,69% Turkey Thailand 27,12% 42,37% China " is a country I would recommend buying " is a country I would recommend visiting" " is a a country I would I recommend working investing in" in" " is a country I would recommend living in" products & services from" n = 594 n = n = 586 576 n = n = 591 592 n = 581 n = 1.145 70,49% 63,16% 59,02% 58,62% 56,25% 50,85% 41,18% 40,32% 35,09% 33,33% " is a country I would recommend studying in" 9
General Public perceptions vs. Conference Participants External G8 Scores - 2012 Conference Participants Scores - 2013 Rank = 1 75,21 Australia 79,03 Rank = 1 Rank = 2 74,78 Switzerland 76,19 Rank = 4 Rank = 3 70,55 Austria 71,88 Rank = 8 Rank = 4 66,32 Germany 77,56 Rank = 2 Rank = 5 66,25 Japan 68,88 Rank = 9 Rank = 6 65,71 United Kingdom 77,41 Rank = 3 Rank = 7 63,38 Spain 74,51 Rank = 6 Rank = 8 61,16 France 68,27 Rank = 10 Rank = 9 59,00 Italy 58,20 Rank = 15 Rank = 10 53,95 Thailand 67,55 Rank = 11 n = 13.364 n = 599 Country RepTrak 8 countries vs. 84 countries General public vs. Travel professionals 2012 vs. 2013 Online vs. Pen and Paper 10
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Reputation Management Best Practices In order to work strategically with reputation, companies and destinations should: Understand perceptions and drivers among your stakeholders Identify your competitive strengths and point of difference 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 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. 13
Thank You Questions or Comments Please post your questions or comments and continue the discussion in our LinkedIn Group Reputation Institute 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 To find your local office please visit our website www.reputationinstitute.com/contact/ 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 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 14