2013 City RepTrak® Topline Report
RepTrak® is a registered trademark of Reputation Institute. © 2013 Reputation Institute, all rights reserved. The World’s View on Cities: An Online Study of the Reputation of 100 Cities
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About Reputation Institute
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1. The Importance of City Reputation
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Places are competing for Attention
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Nations Regions Cities
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Why is Place Reputation important?
Cities with a good reputation welcome more tourists
Cities with a good reputation attract FDI
Cities with a good reputation attract foreign knowledge & talent
Cities with a good reputation increase exports
Cities with a good reputation improve their public diplomacy
As in the case of companies, cities also have their own reputation which has an impact their performance.
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The Reputation Economy applied to Place Reputation
Supportive Behaviors
Value Creation
Perceptions
Direct Experiencies
City’s Actions & Communications
3rd-party Influences
Stereotypes
2. City RepTrak® Methodology
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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.
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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 Emocional to Rational
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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.
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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
3. Research Design
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2013 City RepTrak® Study Overview
Stakeholder Group (Target): G8 general public (only people who were “somewhat” or “very” familiar). • Country 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 2013.
Sample: Over 22,000 consumers from G8 countries rating the100 cities included in the study.
4. City RepTrak® 2013 Results
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2013 City RepTrak® – Top 10
Scoring scale: 0-100 All score differences > 2.5 are significant at 95% confidence interval
1 2 3 4 5 6 7 8 9
10
76.9
76.9
76.9
75.8
75.7
75.1
74.7
74.4
73.0
77.4 Sydney
Toronto
Stockholm
Vienna
Venice
Edinburgh
Florence
London
Copenhagen
Zurich
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Scoring scale: 0-100 All score differences > 2.5 are significant at 95% confidence interval
2013 City RepTrak®
77,3 76,9 76,9 76,9
75,8 75,7
75,1 74,7
74,4 74,3 74,3 74,2
74,0 73,6
73,5 73,1
73,0 73,0
72,8 72,6 72,6
72,5 72,2
72,1 71,9
Sydney (AUS) Toronto (CAN)
Stockholm (SWE) Vienna (AUT) Venice (ITA)
Florence (ITA) Edinburgh (GBR)
Zurich (CHE) London (GBR)
Copenhagen (DEN) Geneva (CHE) Helsinki (FIN) Munich (GER)
Vancouver (CAN) Melbourne (AUS)
Frankfurt (GER) Oslo (NOR)
Montreal (CAN) Amsterdam (NLD)
Dublin (IRL) New York (USA)
Paris (FRA) Barcelona (ESP) Auckland (NZL)
Rome (ITA)
1-25 71,4
71,0 70,8 70,7
70,4 70,0 70,0
69,6 69,3
68,3 67,9 67,9
67,3 67,2
67,1 66,6 66,5
65,9 65,9
65,3 65,0
64,8 64,5
63,8 63,6
Osaka (JPN) Madrid (ESP)
Brussels (BEL) Adelaide (AUS) Prague (CZE)
Tokyo (JPN) Boston (USA)
San Francisco (USA) Lyon (FRA)
Berlin (GER) Perth (AUS) Milan (ITA)
Orlando (USA) Washington DC (USA)
Lisbon (PTG) Dubai (UAE)
Los Angeles (USA) Houston (USA)
Miami (USA) Seattle (USA)
Brisbane (AUS) New Orleans (USA)
Singapore (SGP) Atlanta (USA)
Bali (IDN)
26-50 1-25 26-50
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62,2 61,8 61,7
61,4 61,3
61,1 61,0
60,2 60,0
59,4 58,9
58,6 58,5
57,6 57,5
57,1 57,1
56,6 56,5 56,4
55,8 55,8
55,3 54,7
54,6
Budapest (HUN) Montevideo (URY)
Chicago (USA) Hong Kong (HKG)
Warsaw (POL) Athens (GRE)
Las Vegas (USA) St.Petersburg (RUS)
Monterrey (MEX) Cancún (MEX)
Cape Town (ZAF) Santiago (CHL)
Abu Dhabi (UAE) Rio de Janeiro (BRA) Buenos Aires (ARG)
Kuala Lumpur (MYS) Istanbul (TUR)
Lima (PER) Taipei (TWN)
San Juan (PRI) Seoul (KOR)
Sao Paulo (BRA) Kiev (UKR)
Jerusalem (ISR) Shanghai (CHN)
51-75
2013 City RepTrak®
54,5 54,4 54,0
53,3 53,2 52,7 52,6 51,9 51,7 51,2 50,7 50,4 50,3 50,2 50,0 50,0 49,9
49,4 49,0
47,2 46,1
44,4 43,5
32,1 28,5
Johannesburg (ZAF) Macau (CHN)
Santo Domingo (DOM) Port-au-Prince (HTI)
Bangkok (THA) Guangzhou (CHN)
Beijing (CHN) Mumbai (IND)
New Delhi (IND) Ryadh (SAU)
Mecca (SAU) Manila (PHL) Hanoi (VNM)
Bogota (COL) Moscow (RUS)
Kolkata/Calcutta (IND) Jakarta (IDN) Tel Aviv (ISR)
Caracas (VEN) Mexico City (MEX)
Cairo (EGY) Nairobi (KEN) Karachi (PAK)
Tehran (IRN) Baghdad (IRQ)
76-100
Scoring scale: 0-100 All score differences > 2.5 are significant at 95% confidence interval
51-75 76-100
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2013 City RepTrak® per Region
Scoring scale: 0-100 All score differences > 2.5 are significant at 95% confidence interval
Country in which the city with the strongest reputation in the region resides.
North America 68.1 Europe 69.8 Asia-Pacific 57.3 Africa 53.2
Latin America 55.5
*Average score of the cities measured in each region.
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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
City RepTrak® in recent years – Top 10
1 2 3 4 5 6 7 8 9
10
2013 2012 2011
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Evolution 2012-2013
Positive Evolution of City RepTrak® in the last year
Moscow 11.8% Toronto 11.5% Amsterdam 11.2%
Boston 10.5%
Bogota 10.6%
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Evolution 2012-2013
Negative Evolution of City RepTrak® in the last year
Nairobi -12.7%
Cairo -9.2%
Tehran -9.4%
Caracas -10.5%
Taipei -8.6% México City -8.5%
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35.4%
37.7% 26.9%
Adj R2 = 0.634 N = 20002
36.4%
38.2% 25.3%
Weights 2012
Key Factors in Reputation: Dimension & Attribute Weights
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10
30
50
70
Effective Government
Advanced Economy Appealing Environment
Zurich
Sydney
Munich
Baghdad
Cairo
Tehran
New York
Reputation Profile of Cities
Rome #1 #1
#1
Cities with a strong reputation present a
balanced reputation profile Cities with a poor
reputation have a more uneven
profile
Stockholm 75.1
78.7 80.9
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12,3 8,9 7,0
Safety Social, Economic & Environmental Policies Well-Respected Leaders Adequate Transport, Communications & Infrastructure Well-Developed Political & Legal Institutions
10,8 8,0 8,0 6,9 6,8
Advanced Economy 25.3%
Well-Respected Products & Services Financially Stable & Future Growth Business Environment Technology Headquarters of Leading Companies
Adj R2 = 0.646 N = 20002
Key Factors in Reputation: Dimension & Attribute Weights
Beautiful City Appealing Experiences Well-Known Personalities
Appealing Environment 37.7%
Effective Government 35.4%
-0,5
Evolution 2012-2013
7,0 6,8 6,7 5,6 5,4 +0,9
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Value Creation: Reputation & Declared Willingness
Visit 0.72
Invest 0.70
Live 0.75
Work 0.74
Buy 0.75
Pearson correlations.
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74,7 74,5
71,5 70,9
70,7 70,5 70,5
69,7 69,4
69,2
Sydney Toronto
Zurich Stockholm Edinburgh
Vancouver Melbourne
Florence Munich Vienna
70,6 69,8 69,7
68,0 67,3
66,9 66,8
66,4 66,4
66,2
New York Zurich
Sydney Munich
Adelaide Tokyo
Toronto Frankfurt
Osaka Geneva
86,5 84,8
84,1 83,6
83,1 83,1
82,9 82,7 82,7
82,5
Venice New York
Edinburgh Amsterdam
Barcelona Sydney
Florence Rome
Vienna London
Visit Invest
Live
Supportive Behaviors towards Cities – Top 10
Scoring scale: 0-100 All score differences > 5.0 are significant at 95% confidence interval
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Work Buy
Supportive Behaviors towards Cities – Top 10
73,6 73,4
73,1 71,5
71,3 71,3
71,1 70,5
69,7 69,5
Toronto Zurich
Sydney Frankfurt
Stockholm New York
Munich London
Edinburgh Vancouver
74,0 72,5
72,3 72,2
72,0 71,8
71,5 71,0
70,8 70,4
New York Munich
Tokyo Zurich
Toronto Sydney
Frankfurt Edinburgh
London Stockholm
Scoring scale: 0-100 All score differences > 5.0 are significant at 95% confidence interval
4. Link between Country & City Reputation
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City RepTrak® & Country RepTrak®
0
10
20
30
40
50
60
70
80
90
10 20 30 40 50 60 70 80 90
City RepTrak®
Cou
ntry
Rep
Trak
®
There is a demonstrated correlation between the reputation of a city and the reputation of its country. In general, the reputation of a city tends to be higher than that of the country in which it resides.
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Gap between RepTrak® & Country RepTrak®
-11.2 -8.2
-5.5 -3.6 -3.0 -2.6 -2.0 -2.0 -1.6 -1.1
14.7 14.8 14.8 15.2 15.4
16.6 16.7 17.3
23.4 23.5
Brisbane
Perth
Adelaide
Montreal
Vancouver
Melbourne
Sao Paulo
Geneva
Zurich
Bangkok
Karachi
Beijing
Guangzhou
New York
Montevideo
Macau
Shanghai
Dubai
St.Petersburg
Hong Kong Cities with stronger reputation than their
countries
Cities with weaker reputation than their
countries
5. About Reputation Institute
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About Reputation Institute Reputation Institute is the world’s leading corporate reputation consulting firm. Founded in 1997, with a presence in 30 cities, we are the pioneer in reputation management. Through systematic research and analysis, Reputation Institute supports companies in building comprehensive strategies and making operational decisions that are designed to align stakeholders with corporate objectives creating tangible economic value. Reputation Institute enables leaders to make business decisions that build and protect reputational capital and drive competitive advantage. For more information, visit: www.reputationinstitute.com • For City specific results: [email protected] • For more information, visit: www.reputationinstitute.com/contact-us • To find your local office please visit our website: www.reputationinstitute.com/contact-us
Australia · Argentina · Belgium · Brazil · Canada · Chile · China · Colombia · Croatia · Denmark · Ecuador · Finland · France Germany · Greece · India · Ireland · Italy · Japan · Malaysia · Mexico · Netherlands · Norway · Panama · Peru · Portugal
Puerto Rico · Russia · South Africa · Spain · Sweden · Switzerland · Turkey · UAE · United Kingdom · United States · Ukraine