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Corporate and Place Reputation

ITB Berlin Convention, March 8th 2013

Shahar Silbershatz, Director

ssilbershatz@reputationinstitute.com

Copyright 2013. Reputation Institute. All Rights Reserved.


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

Copyright 2013. Reputation Institute. All Rights Reserved.

2


How it all began

?

Consumer

Employee

Investor

Partner

Regulator

Journalist

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3


How we define Corporate Reputation

Emotional

bond

Rational explanation

of the emotional

Copyright 2013. Reputation Institute. All Rights Reserved.

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

Copyright 2013. Reputation Institute. All Rights Reserved.

5


Similar logic applies to countries and cities

Perceptions Behavior Business Results

Visit

Invest

Live

Work

Study

Buy

GDP

Exports

Taxes

FDI

Tourism

receipts

Copyright 2013. Reputation Institute. All Rights Reserved.

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 .

Copyright 2013. Reputation Institute. All Rights Reserved.

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

Copyright 2013. Reputation Institute. All Rights Reserved.

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"

Copyright 2013. Reputation Institute. All Rights Reserved.

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

Copyright 2013. Reputation Institute. All Rights Reserved.

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Copyright 2013. Reputation Institute. All Rights Reserved. 11


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

Copyright 2013. Reputation Institute. All Rights Reserved.

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.

Copyright 2013. Reputation Institute. All Rights Reserved.

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

Copyright 2013. Reputation Institute. All Rights Reserved.

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