Năm 2013 , Canada tiếp tục đứng đầu danh sách các quốc gia uy tình nhất thế giới trong 3 năm liên tiếp , đạt được 76,6 /100 điểm.
Tổ chức Reputation Institude đã công bố danh sách các quốc gia uy tính nhất thế giới tính theo sự tin tưởng, ngưỡng mộ, tôn trọng và lòng yêu mến của người ngoài đồi với các nước này. Danh sách gồm 50 quốc gia, trong đó có các cường quốc về kinh tế, hoặc có dân số đông, hay cã hai , được tính điểm trong 16 lãnh vực như là tình trạng an toàn cho du lịch , vẻ đẹp, người dân thân thiện và hiếu khách, có những chính sách kinh tế và xã hội tiến bộ, được điều hành bởi một chính phủ
là Thụy Điển ( năm 2012 sếp hạng ba ) với 76,5 điểm , tiếp theo là Thụy Sĩ với
76,3 điễm, tăng một bậc so với năm ngoái. Úc đã từng vị trí thứ 3 tuột xuống
thứ 4. Điều đáng ngặc nhiên là Hoa Kỳ được xếp hạng 22, sau Canada . Brazil
Các quốc gia đứng cuối bảng là
( hạng 50 ) , Iran hạng 49, Pakistan 48 và 47. Để thiếc lập danh sách
nói trên, Reputation Institute đã thực hiện cuộc thăm dò trực tuyến 27,000
người từ 7 nước kỹ nghệ phát triển và Nga ( G-8 ) trong ba tháng đầu năm
nay . Nigeria
REPUTATION INSTITUTE’S 2013
Study confirms link between country reputations and economic outcomes. Three-peat for
The “Obama effect” positively impacts the Canada ’s reputation. U.S. Europe’s euro-crisis countries rebound. Contrasting
results for BRIC countries.
New York/Copenhagen, June 27th, 2013 –
is the country with the
world’s best reputation according to Reputation Institute’s 2013 Country
RepTrak™ Study. Canada
The win marks the third year in a row that the North American nation has been ranked first in the 2013 Country RepTrak™ Study, which surveys more than 27,000 people from the G8 countries.
Canada’s results confirm that it is only
possible to maintain a strong reputation in the long-term when a country has the
ability to transmit its leadership globally in each of the three key criteria:
an effective government, an advanced economy, and an appealing environment,”
says Fernando Prado, Managing Partner of Reputation Institute, Spain and Latin America.“A
country’s reputation is its personal calling card,” says Michele McKenzie,
Canadian Tourism Commission (CTC)
President and CEO. “We’re not just inviting the world to visit us; we’re capitalizing on our positive reputation to open new doors and create new opportunities for
, such as
the impact of the business events travel sector on our Canada
The 2013 Country RepTrak™ Study results confirm the link between country reputations and economic outcomes.
The Country RepTrak™ Study measures the reputation of 50 countries based on levels of trust, esteem, admirationand respect, as well as perceptions regarding 16 attributes that include it being viewed as: a safe place to visit, a beautiful country, having friendly and welcoming residents, having progressive social and economic policies, being run
by an effective government, and more. Fieldwork took place between January and March 2013.
Canada, which received
a score of 76.6 on a 100-point scale, the top five countries include: Sweden (76.5, up from third place in 2012), Switzerland (76.3, also up one notch from last
year’s fourth place ranking), Australia
(76.1, down from second place), and (74.1 points). At the
opposite pole are Norway Russia
This study confirms the progressive ascent of reputation among emerging countries. Singapore, Taiwan, Peru, Brazil, South Korea, Poland and the Ukraine together have an average growth from 2009-2013 of 5.3 points, while that of the Top Five countries in this same timeframe has been just 3.5 points. “We are witnessing the redistribution of
reputation between industrialized and emerging markets, similar to what is occurring in the field of corporate brands, as was recently analyzed by academics Nirmalya Kumar and Jean-Benedict Steenkamp in their book Brand Breakout”, says Nicolas Trad. “The success of corporate brands in emerging countries is inarguably helping to improve the
reputation of their respective countries and the positioning of country brands.”
The results illustrate the traits that respondents most value when assessing nations, including political stability, having high standards of living, and the absence of major income inequalities, which are all common characteristics of the topfive aforementioned countries.
Economic power, however, does not appear to be the most important factor in evaluating reputation, as none of the three largest economies appear in the top 10. The
U.S. ranked 22nd, China
placed 44th, while
fared the best at Japan
14th.“Although it is important, economic wealth is not a decisive factor in building a good reputation,” says Nicolas Georges Trad.
He continues, “To achieve a strong reputation it is crucial to manage the reality and the perception of a varied group of attributes, which refer not only to economic factors, but also to political, social, and cultural aspects. A balance of these variables is what gives personality to a country as well as the competitiveness to attract tourists, talent, and
investments at more favorable conditions than other countries with lesser reputations.”
1. A positive reputation reduces the cost of debt
Countries that enjoy a strong reputation are able to finance themselves in the international markets at a lower cost than countries with a weak reputation. Reputation can act as a shield against large swings in interest rates and during adverse economic cycles. Countries with good reputations have maintained a stable risk premium since the beginning of the financial crisis, whereas countries with poor reputations have seen their risk premiums rise by up to 300 percent.
2. Key reputation drivers for influencing stakeholder behavior
A fiscally strong economy is essential for attracting foreign investment and human talent, while a population that has friendly and welcoming citizens is more likely to influence people’s decision to visit that country, study there, and buy its products and services. “The RepTrak® Model identifies the key drivers that most effectively influence the behaviors of stakeholders, which allows the management of a country’s reputation to better assign resources at its disposal and realizing a better return on investment,” says Fernando Prado, Managing Partner of Reputation Institute
& Latin America.
3. BRICS: contrasting results
Of the five BRIC countries, only
saw an improvement in its reputation. This can be attributed to the
international prestige of the former country’s president, Lula da Silva, as
well as the efforts made by the country to organize and host the two largest
global sporting events, the World Cup in 2014, and the Olympic Games in 2016. Brazil ’s
economic growth and consumption potential also contributed to its strong
reputation. Surprisingly, Brazil China
lost the most in reputation percentage-wise from last year (-5% and -2.5%,
respectively). India ’s
reputation score also dropped, although its decline was modest (1.7%). Lastly, South Africa
maintained its same score from 2012. Russia
4. The ‘Obama effect’ continues
country ranking continues to improve under the Obama administration, moving up
to 22nd place in 2013 with a 3.6-point increase (57.4 this year compared to
53.9 in 2012). The improvement of the U.S. ’s reputation in recent years
has been driven primarily by the variables such as "Offers a friendly
environment for doing business" USA
(+8% vs. 2012) and "Is run by an effective government" (+6% vs. 2012).
Latin America: On the rise
With the exception of Argentina, which experienced a slight reputation drop due to negative media coverage in 2012 (expropriation of YPF, renegotiation of the national debt, cases of corruption, etc.), the remaining Latin American countries measured improved their reputation scores. “
is making concerted efforts to overcome the large economic differences in the
region and to reduce indicators of poverty and illiteracy. They are also
managing to communicate this new reality to their stakeholders, as our study
confirms year after year,” says Fernando Prado, Managing Partner of Reputation
Institute, Spain and Latin America.
Italy and Greece recover while falls slightly Spain
Italy and saw the biggest drops in
reputation last year, that trend reversed in 2013. Percentage-wise, Greece Greece is the country that improved the most
with an 8.5 percent increase while achieved the third highest reputation
improvement with a (7. 7 percent improvement). These results may be attributed
to the reduced negative Italy
media coverage on both countries, particularly during the second half of 2012. As for
Spain, which in 2012 was
able to maintain its 2011 score and 16th place ranking, the country fell two
spots in 2013 and is now ranked below debt-laden . Within the ‘‘periphery’
European countries (the three mentioned above as well as Italy Ireland and Portugal),
is the only nation with a lower score this year compared to last. Spain
Visit our website to download the full results and report.
About Reputation Institute
Reputation Institute is the world’s leading reputation-based advisory firm, founded by Dr. Charles Fombrun and Dr. Cees van Riel in 1997. We enable many of the world’s leading companies to make more confident business decisions that build and protect
reputation capital and drive competitive advantage. 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 world’s largest study of corporate reputations. Businesses and executives regularly discover best practices in reputation management by affiliating with our
and participating in its learning
programs and networking events. Reputation Institute has offices and associates
in 30 countries around the world. For more information, visit: www.reputationinstitute.com Knowledge Center