Reputação Dos Paises Do Mundo

Country RepTrak

2015 Country RepTrakThe Worlds Most Reputable Countries

July 2015

RepTrak is a registered trademark of Reputation Institute. Copyright 2015 Reputation Institute. All rights reserved.The Worlds View on Countries: An Online Study of the Reputation of 55 Countries

Country RepTrakAbout Reputation Institute

Reputation Institute is the worlds leading reputation-based research advisory firm, founded by Dr. Charles Fombrun and Dr. Cees van Riel in 1997.

Reputation Institutes RepTrak

Research is the worlds largest and highest quality normative reputation benchmark database.

7 Dimensions of Reputation 10 Years of Data Indexed 40 Countries Measured 15 Stakeholder Groups 3,000 Companies per Year 6M Responses per Year

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 worlds largest study of corporate reputations.

We enable leaders to make business decisions that build and protect reputation capital and

drive competitive advantage

Knowledge AdviceResearch

InsightStrategy

Activation

PublicationConferencesTraining

InformationAnalysis

Presentation

The world leader in Reputation Management research

c

Country RepTrak

Country RepTrak methodology

The most reputed countries

Why is a countrys reputation important?

Agenda

Country RepTrak

4

Emotional Reputation

Rational Reputation

The Country RepTrak Model

Country RepTrak

5

The Reputation Economy

SupportiveBehaviours

ValueCreation

PerceptionsDirect Experiences

Country Actions & Communications

3rd-party Influence

Stereotypes

Country RepTrak

6

2015 Country RepTrak Study Overview

Stakeholder Group (Target): General public balanced to the country population on age and gender, and was also controlled for region

Country Selection: Largest economies by GDP

Data Collection Method : CAWI (online interviews)

Data Collection Period: From February to March 2015

Sample: Over 48,000 consumers from G8 countries

Country RepTrak

Country RepTrak methodology

The most reputed countries in 2015

Why is a countrys reputation important?

Agenda

Country RepTrak

1 Canada +1 11 Ireland +2

2 Norway +4 12 Austria -1

3 Sweden = 13 UK +2

4 Switzerland -3 14 Italy +2

5 Australia = 15 Germany -5

6 Finland -2 16 Japan -2

7 New Zealand +1 17 Spain +1

8 Denmark -1 18 Portugal +1

9 Netherlands = 19 France -2

10 Belgium +2 20 Singapore =

78.1

77.1

76.6

76.4

76.3

75.1

75.0

74.5

73.7

72.3

72.0

71.2

69.5

69.4

69.0

69.0

67.8

64.4

64.4

61.1

Country RepTrak 2015 Top 20
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%3D6249&ei=ZQ9cUYOLJsWhO6nbgCA&bvm=bv.44697112,d.ZWU&psig=AFQjCNFJu28A-tJ7Q9aHeWEuciFAWDZW5A&ust=1365074144862839http://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%3D6249&ei=ZQ9cUYOLJsWhO6nbgCA&bvm=bv.44697112,d.ZWU&psig=AFQjCNFJu28A-tJ7Q9aHeWEuciFAWDZW5A&ust=1365074144862839http://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=1365074244059267http://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=1365074244059267http://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=1365074292747342http://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=1365074292747342http://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=1365074347019563http://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=1365074347019563http://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=1365074406240979http://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=1365074406240979http://www.google.es/url?sa=i&rct=j&q=new+zealand+flag&source=images&cd=&cad=rja&docid=Rj-gC-tasne-GM&tbnid=R7Y86alBjstd1M:&ved=0CAUQjRw&url=http://www.olstars.com/en/flag/New%2BZealand&ei=pxBcUevINImjO6OqgbgB&psig=AFQjCNGmzWi-7CPpJd85YYNZ5fdZsfIUvA&ust=1365074465343752http://www.google.es/url?sa=i&rct=j&q=new+zealand+flag&source=images&cd=&cad=rja&docid=Rj-gC-tasne-GM&tbnid=R7Y86alBjstd1M:&ved=0CAUQjRw&url=http://www.olstars.com/en/flag/New%2BZealand&ei=pxBcUevINImjO6OqgbgB&psig=AFQjCNGmzWi-7CPpJd85YYNZ5fdZsfIUvA&ust=1365074465343752http://www.google.es/url?sa=i&rct=j&q=finland+flag&source=images&cd=&cad=rja&docid=C8KxzwJoK_uSnM&tbnid=I85EOAPZuyHeDM:&ved=0CAUQjRw&url=http://goscandinavia.about.com/od/historyart/ig/The-Scandinavian-Flags/The-Flag-of-Finland.htm&ei=2xBcUZaAEMSfO9DFgZAI&psig=AFQjCNGwQ9GrE1BR9xIzme3MCS5Rb55byQ&ust=1365074519595085http://www.google.es/url?sa=i&rct=j&q=finland+flag&source=images&cd=&cad=rja&docid=C8KxzwJoK_uSnM&tbnid=I85EOAPZuyHeDM:&ved=0CAUQjRw&url=http://goscandinavia.about.com/od/historyart/ig/The-Scandinavian-Flags/The-Flag-of-Finland.htm&ei=2xBcUZaAEMSfO9DFgZAI&psig=AFQjCNGwQ9GrE1BR9xIzme3MCS5Rb55byQ&ust=1365074519595085http://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=1365074554267446http://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=1365074554267446http://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=1365074581006600http://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=1365074581006600http://www.google.es/url?sa=i&rct=j&q=holland+flag&source=images&cd=&cad=rja&docid=SddKXKJkg28jgM&tbnid=_Mec_2xQQ4BO6M:&ved=0CAUQjRw&url=http://www.footballpictures.net/es/foto-de-holland-flag-1432.htm&ei=QBFcUezlL8vWPK-jgNAN&psig=AFQjCNEDdBGlIu-B7rSb3Hxe_xOgKxYFhg&ust=1365074621128753http://www.google.es/url?sa=i&rct=j&q=holland+flag&source=images&cd=&cad=rja&docid=SddKXKJkg28jgM&tbnid=_Mec_2xQQ4BO6M:&ved=0CAUQjRw&url=http://www.footballpictures.net/es/foto-de-holland-flag-1432.htm&ei=QBFcUezlL8vWPK-jgNAN&psig=AFQjCNEDdBGlIu-B7rSb3Hxe_xOgKxYFhg&ust=1365074621128753http://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=1365074656610758http://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=1365074656610758http://www.google.es/url?sa=i&rct=j&q=japan+flag&source=images&cd=&cad=rja&docid=Q4U32Ls5KFXmMM&tbnid=KaiQlqb2Xn9AtM:&ved=0CAUQjRw&url=http://commons.wikimedia.org/wiki/File:Japan_flag_-_variant.png&ei=lxFcUbmNFceROMG2gKAC&psig=AFQjCNG6G6ufk6m3ExVJGxhJCYpN_EHhmg&ust=1365074707293857http://www.google.es/url?sa=i&rct=j&q=japan+flag&source=images&cd=&cad=rja&docid=Q4U32Ls5KFXmMM&tbnid=KaiQlqb2Xn9AtM:&ved=0CAUQjRw&url=http://commons.wikimedia.org/wiki/File:Japan_flag_-_variant.png&ei=lxFcUbmNFceROMG2gKAC&psig=AFQjCNG6G6ufk6m3ExVJGxhJCYpN_EHhmg&ust=1365074707293857http://www.google.es/url?sa=i&rct=j&q=belgium+flag&source=images&cd=&cad=rja&docid=WSDKEDrN-LZQSM&tbnid=Iglo64viXVSdVM:&ved=0CAUQjRw&url=http://www.olstars.com/en/flag/Belgium&ei=vhFcUe_HEse4O6_EgagG&bvm=bv.44697112,d.ZGU&psig=AFQjCNHVRlEsomDYbID1ZNdievfCk3Zodg&ust=1365074746997845http://www.google.es/url?sa=i&rct=j&q=belgium+flag&source=images&cd=&cad=rja&docid=WSDKEDrN-LZQSM&tbnid=Iglo64viXVSdVM:&ved=0CAUQjRw&url=http://www.olstars.com/en/flag/Belgium&ei=vhFcUe_HEse4O6_EgagG&bvm=bv.44697112,d.ZGU&psig=AFQjCNHVRlEsomDYbID1ZNdievfCk3Zodg&ust=1365074746997845http://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=1365074775931286http://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=1365074775931286http://www.google.es/url?sa=i&rct=j&q=irelandflag&source=images&cd=&cad=rja&docid=CNIUB36Xw8mgiM&tbnid=wVMtGfNiaix0BM:&ved=0CAUQjRw&url=http://libraryquestions.blogspot.com/2012/03/normal-0-false-false-false.html&ei=ABJcUYSiDoLePYivgfAI&bvm=bv.44697112,d.ZGU&psig=AFQjCNF74_mpLmnd-btegH75RyThEbweJA&ust=1365074812955456http://www.google.es/url?sa=i&rct=j&q=irelandflag&source=images&cd=&cad=rja&docid=CNIUB36Xw8mgiM&tbnid=wVMtGfNiaix0BM:&ved=0CAUQjRw&url=http://libraryquestions.blogspot.com/2012/03/normal-0-false-false-false.html&ei=ABJcUYSiDoLePYivgfAI&bvm=bv.44697112,d.ZGU&psig=AFQjCNF74_mpLmnd-btegH75RyThEbweJA&ust=1365074812955456http://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=1365074842038271http://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=1365074842038271http://www.google.es/url?sa=i&rct=j&q=france+flag&source=images&cd=&cad=rja&docid=7zb6t137dbg8wM&tbnid=PARLwyjIlrrItM:&ved=0CAUQjRw&url=http://flag-backgrounds.blogspot.com/2011/08/france-flag-wallpapers.html&ei=WhJcUZ-JKsfbPLCOgdgB&bvm=bv.44697112,d.ZGU&psig=AFQjCNFICHpvT_lVFSUFCT36vPjGMG253g&ust=1365074890929198http://www.google.es/url?sa=i&rct=j&q=france+flag&source=images&cd=&cad=rja&docid=7zb6t137dbg8wM&tbnid=PARLwyjIlrrItM:&ved=0CAUQjRw&url=http://flag-backgrounds.blogspot.com/2011/08/france-flag-wallpapers.html&ei=WhJcUZ-JKsfbPLCOgdgB&bvm=bv.44697112,d.ZGU&psig=AFQjCNFICHpvT_lVFSUFCT36vPjGMG253g&ust=1365074890929198http://www.google.es/url?sa=i&rct=j&q=portugal+flag&source=images&cd=&cad=rja&docid=QmqbChEQKbbgxM&tbnid=a8Xe0oYEv8GN0M:&ved=0CAUQjRw&url=http://www.olstars.com/en/flag/Portugal&ei=xBJcUZGYIYKsO5imgbAH&bvm=bv.44697112,d.ZGU&psig=AFQjCNHoozqFg0Xz3ay4p4zH-FVJznMjlA&ust=1365075009082468http://www.google.es/url?sa=i&rct=j&q=portugal+flag&source=images&cd=&cad=rja&docid=QmqbChEQKbbgxM&tbnid=a8Xe0oYEv8GN0M:&ved=0CAUQjRw&url=http://www.olstars.com/en/flag/Portugal&ei=xBJcUZGYIYKsO5imgbAH&bvm=bv.44697112,d.ZGU&psig=AFQjCNHoozqFg0Xz3ay4p4zH-FVJznMjlA&ust=1365075009082468

Country RepTrak

9

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10*Based on World Bank, IMF, WTO, UNCTAD & UNWTO data.

USA

China

Japan

Germany

France

Brazil

UK

Italy

India

Russia

GDPPopulation TourismFDI

China France

Brazil

Germany

China

India

UK

China

USAUSA China

Indonesia

Spain

Japan

USA

Brazil

TurkeyFrance

Australia

USA

Pakistan

Italy

Bangladesh

Germany

Singapore

Russia Russia

Italy

UK

South Korea

Russia

Japan

Russia

Canada

Nigeria Netherlands

UK

Exports

Spain

Mexico

Thailand

Largest and most powerful countries are not necessarily the ones with the best reputations
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Country RepTrak

10

World Happiness Report 2015 (SDSN- United Nations)

but the happiest ones do have better reputations

Country RepTrak

11

Global Peace Index 2015 (Institute for Economics & Peace)and the ones that are peaceful

Country RepTrak

12

Corruption Perceptions Index 2015 (Transparency International)

and also the ones with less corruption

Country RepTrak

13

2015 Country RepTrak

Scoring scale 0-100.A difference among scores of 1.4 points is significant at a 95% level of confidence..

Can

ada

Nor

way

Sw

eden

Sw

itzer

land

Aus

tralia

Finl

and

New

Zea

land

Den

mar

kth

e N

ethe

rland

sB

elgi

umIre

land

Aus

tria

the

Uni

ted

Kin

gdom Ita

lyG

erm

any

Japa

nS

pain

Por

tuga

lFr

ance

Sin

gapo

reTh

aila

ndU

nite

d S

tate

s of

Am

eric

aP

olan

dC

zech

Rep

ublic

Taiw

anB

razi

lP

eru

Gre

ece

Arg

entin

aC

hile

Phi

lippi

nes

Mal

aysi

aIn

dia

UA

E (i

ncl.

Abu

Dha

bi &

Dub

ai)

Indo

nesi

aS

outh

Kor

eaM

exic

oV

enez

uela

Turk

eyS

outh

Afri

caE

gypt

Isra

elQ

atar

Rom

ania

Col

ombi

aC

hina

Ukr

aine

Sau

di A

rabi

aA

lger

iaK

azak

hsta

nN

iger

iaR

ussi

aP

akis

tan

Iran

Iraq

78.1

77.1

76.6

76.4

76.3

75.1

75.0

74.5

73.7

72.3

72.0

71.2

69.5

69.4

69.0

69.0

67.8

64.4

64.4

61.1

57.7

57.0

56.8

56.5

56.2

56.1

55.6

55.5

55.3

54.8

54.5

54.0

52.7

51.9

51.5

50.8

50.1

50.0

49.8

49.7

48.6

47.0

46.6

43.9

43.1

42.5

41.4

41.0

40.2

39.9

36.3

35.1

31.5

29.8

22.5

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 50 51 52 53 54 55

Global mean (56.3)

Country RepTrak

14

Evolution 2014-2015

Evolution of Country RepTrak in the last year

Iran +10.8%

Egypt +11.6%

China +7.9%

India +7.4%

Taiwan +7.4%

Indonesia +7.1%

Philippines +7.3%

South Korea +6.5%Spain +6.1%

Portugal +6.1% Greece +6.1%

Belgium +5.5%

Ireland +5.2%

Italy +5.4%

Colombia +5.6%
http://www.google.es/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=zvrUoyJ6A-86zM&tbnid=YGpvR-Vz4gcJWM:&ved=0CAUQjRw&url=http://dechina.net/bandera-de-china/&ei=y9-kUcezH4T_OZqEgegD&bvm=bv.47008514,d.ZGU&psig=AFQjCNGfxph1paH0PcqDlgwC04t3FFKnUA&ust=1369846080101334http://www.google.es/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=zvrUoyJ6A-86zM&tbnid=YGpvR-Vz4gcJWM:&ved=0CAUQjRw&url=http://dechina.net/bandera-de-china/&ei=y9-kUcezH4T_OZqEgegD&bvm=bv.47008514,d.ZGU&psig=AFQjCNGfxph1paH0PcqDlgwC04t3FFKnUA&ust=1369846080101334http://www.google.es/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=rEG1DWMGh8f8jM&tbnid=HTXuvEKJGmKqYM:&ved=0CAUQjRw&url=http://www.33ff.com/flags/banderasmundo/bandera_India.html&ei=DOCkUbeuIYyKOJzhgfAL&psig=AFQjCNHtKG4YPDgdBO2D2XruWHoub6mExg&ust=1369846144170362http://www.google.es/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=rEG1DWMGh8f8jM&tbnid=HTXuvEKJGmKqYM:&ved=0CAUQjRw&url=http://www.33ff.com/flags/banderasmundo/bandera_India.html&ei=DOCkUbeuIYyKOJzhgfAL&psig=AFQjCNHtKG4YPDgdBO2D2XruWHoub6mExg&ust=1369846144170362

Country RepTrak

15

Evolution 2014-2015

Evolution of Country RepTrak in the last year

Qatar -7.4%

South Africa -3.2%

Russia -3.2%

Ukraine -2.8%

Brazil -2.4%
http://www.google.es/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=9EPvNsdI-QQkOM&tbnid=HyrgjXTY0j5YQM:&ved=0CAUQjRw&url=http://www.thetouristtravel.com/destino/ver.destino.php?arbol=lugar&idcategoria=2120&ei=kaHJUcPWPIe1PKePgJAI&bvm=bv.48293060,d.ZWU&psig=AFQjCNFAWexhYSEBF4VFtfQj5oWjWWLwpA&ust=1372254981366778http://www.google.es/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=9EPvNsdI-QQkOM&tbnid=HyrgjXTY0j5YQM:&ved=0CAUQjRw&url=http://www.thetouristtravel.com/destino/ver.destino.php?arbol=lugar&idcategoria=2120&ei=kaHJUcPWPIe1PKePgJAI&bvm=bv.48293060,d.ZWU&psig=AFQjCNFAWexhYSEBF4VFtfQj5oWjWWLwpA&ust=1372254981366778

Country RepTrak

16

123456789

10

Canada

Sweden

Switzerland

Australia

Norway

New Zealand

Denmark

Netherlands

Austria

Finland

2014 2013 2012 2011 2010

Canada Canada

Australia

AustraliaAustralia

Australia

Sweden

Sweden

Sweden CanadaCanada

Switzerland Switzerland Switzerland

Switzerland

Norway

Norway

Norway

Finland

Sweden

New Zealand

New Zealand

Finland

Finland

FinlandNorway

Austria Austria

AustriaNew Zealand

Denmark DenmarkDenmark

Netherlands Netherlands

NetherlandsNetherlands

Denmark

BelgiumGermany

Canada

Norway

Sweden

Switzerland

Australia

Finland

New Zealand

Denmark

Netherlands

Belgium

2015

Country RepTrak Top 10 by Year
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Country RepTrak

17

Asia: On the rise

Asian countries have improved their reputations on

average 3.9% (+1.7 Pulse points), although they are still

weak (except for Japan)

+3.9%

Iran (+10.8%), China (+7.9%) and India(+7.4%) are the most improved

Country RepTrak

18


China: Powerful economy, but weak reputation

Score of the attributes

Wei

ght o

f the

attr

ibut

esSafe place

Responsible Ethic

Orogressive policies Effective government

Operates eff iciently

Environment for business

Friendly

Beautiful

Lifestyle

Enjoyable

Quality P&S Culture

Workforce

Well-know n brandsEducation

Technology

4,0

4,5

5,0

5,5

6,0

6,5

7,0

7,5

8,0

-20 -15 -10 -5 0 5

Appealing Environment Effective Government Advanced Economy

Progressive policies

Country scores (differences from total average)

Country RepTrak

19


Japan: The strongest reputation in Asia

Score of the attributes

Wei

ght o

f the

attr

ibut

esSafe place

Responsible Ethic

Orogressive policies Effective government

Operates eff iciently

Environment for business

Friendly

Beautiful

Lifestyle

Enjoyable

Quality P&SCulture

Workforce

Well-know n brandsEducation

Technology

4,0

4,5

5,0

5,5

6,0

6,5

7,0

7,5

8,0

-5 0 5 10 15 20 25 30

Appealing Environment Effective Government Advanced Economy

Progressive policies

Country scores (differences from total average)

Country RepTrak

20

Latin America: Positive trendLatin American countries continue to improve their reputations, except for

Brazil (-2.4%).

Colombias reputation improves as its economic indicators grow. The peace

process seems to have had a very positive effect.

Latin American countries have improved their reputations on

average 3.1% in the last year.

+3.1%

Country RepTrak

21


Colombia: Reputation takes off

2010 2011 2012 2013 2014 2015

50

40

30

Colombia improves its reputation +20.4% since 2010, helped by the economy (PIB increases 4.2% year over year

on average for the same period) and the peace process turnaround in 2012.

+7.3 since 2010(+20.4%)

Peace processstarted

Country RepTrak

22

Greeces reputation fell dramatically with its economic crises and default (it was the country in the study that

fell the most in 2012), but since then there is a positive trend (+6.1%)

Europe: Polarized

In the context of economic crisis and constraint policies, Germanys and Frances reputation fell

slightly (-1.3% and 0.8% respectively).

Northern European countries are in the top ten list while Spain (+6.1%), Portugal (6.1%), Italy (+5.4%)

and Ireland (+5.2%) have improved their reputations after some economic indicators started

to improve.

Country RepTrak

23

Relevance

1

4

6

2

12

3

15

11

13

8

5

10

16

14

17

9

7

6.0

5.4

4.4

3.8

3.6

3.3

2.8

1.1

-1.5

-1.9

-2.0

-3.2

-3.8

-4.1

-5.0

-5.7

-5.9

Italy: Standout country for its lifestyle, culture and well-known brands


Friendly & welcoming people

Appealing lifestyle

Enjoyable country

Beautiful country

Contributor to global culture

Safe environment

Well-known brands

High quality products & services

Well-educated & reliable people

Progressive social & economic policies

Responsible participant in the global

community

Operates efficiently

Values education

Favorable environment for business

Technologically advanced

Effective government

Ethical country

Country RepTrak

24

Russia: Worsening

Ukraines reputation is also affected (-2.8%)

Crimea annexation and the Ukrainian crisis are costing Russia its reputation, worsening its

downward trend (-3.2%)

Country RepTrak

25

France Germany

the United Kingdom

Italy

United States of America

Canada

Japan

Spain

Australia

MexicoChina

Argentina

Brazil

Chile

Colombia

India

South Korea

Peru

-60%

-40%

-20%

0%

20%

40%

60%

-100% -80% -60% -40% -20% 0% 20% 40% 60% 80% 100%

Diffe

renc

e be

twee

n re

puta

tion

scor

e in

the

coun

try

and

G8 a

vera

ge

Difference between country's reputation score and G8 average

Positive equivalence Mutual affinity

Mutual rejectionNegative

equivalence

Affinity quadrantRussia: Unrequited reputation

Positive affinity

Negative affinity


Country RepTrak

26

The USAs reputation continues the positive trend under the Obama administration, though it seems to have stabilized. Overall, the USA has seen an improvement of 9.6 Pulse points since 2008.

+9.6 since 2008 (+20.2%)

USA: Quantifying the Obama Effect

40

50

60

2008 2009 2010 2011 2012 2013 2014 2015


Country RepTrak

27

Global mean (68.3)

2015 Country RepTrak - Internal Reputation (Self-Image)


Aust

ralia

Can

ada

Rus

sia

Indi

a

Ger

man

y

Uni

ted

Stat

es o

f Am

eric

a

Japa

n

the

Uni

ted

King

dom

Peru

Chi

na

Fran

ce

90.1

84.3

82.3

81.7

79.4

76.8

76.6

76.1

74.6

73.8

71.8

1 2 3 4 5 6 7 8 9 10 11

Turk

ey

Chi

le

Spa

in

Col

ombi

a

Mex

ico

Arg

entin

a

Sou

th K

orea Italy

Bra

zil

Sou

th A

frica

66.5

64.7

63.1

59.5

59.1

57.4

54.5

53.5

49.4

38.7

13 14

Reputação Dos Paises Do Mundo

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Transcript of Reputação Dos Paises Do Mundo