London has earned the highest reputation rating in Reputation Institute’s 2011 City RepTrakTM, an annual study that assesses public perceptions of 100 cities, representing some 59 countries. Good ranking as well for Venice, Rome and Florence all in the top 10. You can download the report here https://reputationinstitute.com/advisory-services/city-signup Measurement: A customized City RepTrak™ report will provide you with a customized report to fit your needs by selecting comparative benchmarks from among the 100 cities in our global database, or requesting additional benchmarks that are relevant to your needs. Development of a systematic approach: Reputation Institute can help you leverage your city's existing reputation-based knowledge by analyzing it against a common reputation lens, our City RepTrak™ scorecard. This will allow you gauge the reputation of a city, identify particular risks and opportunities to help construct a strong platform for building internal and external stakeholder support. Understanding stakeholder expectations and your city's position are crucial steps in developing a strong city brand. Reputation Institute is the world's leading corporate reputation consulting firm. Founded in 1997, with a presence in over 30 countries, we are the pioneers in the field of reputation management. Through systematic research and analysis, Reputation Institute supports companies, organizations, countries and cities to build comprehensive strategies in order to make operational decisions. These strategies are designed to align stakeholders with corporate and organizational objectives creating tangible economic value. We enable leaders to make business decisions that build and protect reputational capital and drive competitive advantage. To learn more about our study, including its methodology, please visit: http://www.reputationinstitute.com/city-reptrak. To learn more about RI's advisory and reputing process visit www.reputationinstitute.com/advisory-services/ or email RepTrak@reputationinstitute.com to request more information. RepTrak@reputationinstitute.com

1. Learnings from City RepTrak™ 2011
The world’s most reputable cities
30 November 2011
The World’s View on Cities: Learnings From An Online Study of Consumers in 15 Countries
RepTrak™ is a registered trademark of Reputation Institute.
© 2011 Reputation Institute, all rights reserved.

2. Global Reputation Knowledge and Advice
Knowledge Center Advice Group
Publications Insight
Conferences Strategy
Training Activation
Reputation Institute
Our Global Value Proposition:
We enable leaders to make business decisions
that build and protect reputation capital and
drive competitive advantage.
2

3. Contents
1.The context of City Reputation
2.Insights from City RepTrak™ 2011
3.Working strategically with City Reputation
3

4. City Reputation – the context
The World’s Most Reputable Companies: A Global Study of Consumers in 41 Countries

5. Locations everywhere are competing for attention and business
Nations Regions Cities
5

6. Like corporations and countries, cities need a strong reputation
• Attract tourists
• Attract business
• Attract foreign knowledge workers
• Attract foreign capital
6

7. City Reputations lead to appeal and stakeholder support
An emotional bond… … that ensures support
• Tourists will visit your city
• Visitors will recommend your city
as a place to visit
• Companies will want to do business
in your city
• Investors will invest in your city and
the region
• People will want to study, work or live
in your city
• The media will look for your
city’s point of view
7

8. How City Reputation is explained
Reputation is Driven by Three Dimensions
RepTrak™ measures them
8

9. City RepTrak™ Overview – the Model
Advanced Economy
 Produces many unique and well-respected products and services
 Is the headquarters location of many leading companies
 Is technologically advanced
4 Pulse questions
 Is financially stable and has great potential for future growth
 Offers a favorable environment for doing business 3 Dimensions
13 Attributes
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 Administration
 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
9

10. The creation and impact of City Reputation
Direct Experiences
Infrastructure Products
Services People REPUTATION SUPPORT
Business Attractions
What the City  Visit
Says and Does  Invest
 Live
Branding Marketing
 Work
Public Politics
Relations
FDI
What Others Say
Tourism
Receipts
Traditional & Politicians
Social Media Friends/Family
NGOs GDP
Taxes
10

11. Return on investment from a good location reputation
Direct link between reputation and money: 10% increase
in Country Reputation leads to 11% increase in Tourism
Receipts and 2% increase in Foreign Direct Investment
Support & Value
Example:
Increasing Brazil’s
Reputation by 10% will
increase its tourism
Location Reputation receipts by $680 million
11

12. City Reputations are directly linked to supportive behaviors
Recommend As a Place to Visit (Top 2 Box)
70,0% 64,8%
60,0%
50,0%
40,0%
30,0% 27,1%
20,0%
10,0%
0,0%
Top 10 Bottom 10
n = 4.480 n = 2.355
12

13. Meaning better reputation leads to stronger support
5 point improvement on City RepTrak™ score = 7,2% increase on “Willingness to Visit”
City RepTrak™ Pulse vs. Visit (Top 2 Box)
80,00%
Paris
70,00% Rome
Barcelona London
New York Florence
60,00% Geneva
Brussels
Visit (Top 2 box)
50,00%
40,00%
30,00%
20,00%
Tehran
Baghdad Adj R² = 0,900
10,00%
30,00 35,00 40,00 45,00 50,00 55,00 60,00 65,00 70,00 75,00
City RepTrak Pulse
13

14. Which stakeholders are important to cities and why?
Regulators
People
• Work in the city • Recommend
• Live in the region • Benefit of doubt
• Study in the city • Support our activities
Companies
• Invest in the region
• Do business in the region
• Recommend to others
Tourists
• Visit the city
• Recommend
• Benefit of the doubt
Media
• Consult before writing
Investors Opinion Makers • Use as case story
• Invest in the region • Engage in dialogue • Benefit of the doubt
• Recommend as investment • Recommend
• Benefit of the doubt • Benefit of the doubt
14

15. City RepTrak™ 2011 results
1. 100 most reputable cities
2. City vs. Country reputation
3. Drivers of City Reputation
4. Geographic highlights
The World’s Most Reputable Companies: A Global Study of Consumers in 41 Countries

16. City RepTrak™ 2011 results
1. 100 most reputable cities
2. City vs. Country reputation
3. Drivers of City Reputation
4. Geographic highlights
The World’s Most Reputable Companies: A Global Study of Consumers in 41 Countries

17. About the City RepTrak 2011 study - Methodology Overview
April to May 2011 100 high-profile cities 35,000 respondents
 largest populations  General Public
 largest GDP  Somewhat or very
 highest levels of tourism familiar in order to rate
Online questionnaire in 15 countries: Australia, Brazil, Canada, China, France,
Germany, India, Italy, Japan, Mexico, Russia, South Korea, Spain, UK, and USA
17

18. City RepTrak™ 2011: measuring 100 cities from 59 countries
Amsterdam Dublin Luanda Rio de Janeiro
Athens Dusseldorf Lyon Rome
Atlanta Edinburgh Macau Ryad
Auckland Florence Madrid San Francisco
Baghdad Frankfurt Manila Santiago
Bali Geneva Mecca Sao Paulo
Bangalore Guangzhou Melbourne Seattle
Bangkok Hangzhou Mexico City Seoul
Barcelona Helsinki Miami Shanghai
Beijing Ho Chi Minh City Milan Shenzhen
Berlin Hong Kong Montreal Singapore
Bogota Houston Moscow St.Petersburg
Boston Istanbul Mumbai Stockholm
Brussels Jakarta Munich Sydney
Budapest Johannesburg Nairobi Taipei
Buenos Aires Karachi New Delhi Tehran
Cairo Kiev New York Tel Aviv
Cancún Kolkata/Calcutta Orlando Tokyo
Cape Town Kuala Lumpur Osaka Toronto
Caracas Lagos Oslo Vancouver
Chicago Las Vegas Paris Venice
Chongqing Lima Pattaya Vienna
Copenhagen Lisbon Phuket Warsaw
Dhaka London Port-au-Prince Washington DC
Dubai Los Angeles Prague Zurich
18

19. City RepTrak™ 2011Ranking of Cities (1-25)
City RepTrak™ 2011 Pulse Scores
1 London 71,85
2 Geneva 70,97
3 Sydney 70,93
4 Vienna 70,76
5 Venice 70,70
6 Rome 70,64
7 Barcelona 70,49
8 Oslo 70,48
9 Florence 70,39
10 Vancouver 70,24
11 Paris 69,87
12 Copenhagen 69,12
13 Stockholm 69,00
14 Brussels 68,43
15 Prague 68,27
16 Helsinki 68,05
17 Toronto 67,90
18 Montreal 67,39
19 Munich 67,33
20 Madrid 67,24
21 Amsterdam 67,16
22 Edinburgh 67,07
23 San Francisco 66,94
24 Dublin 66,90
25 New York 66,59
n= 10.807
19

20. City RepTrak™ 2011Ranking of Cities (26-50)
City RepTrak™ 2011 Pulse Scores
26 Milan 66,59
27 Lisbon 66,21
28 Melbourne 65,75
29 Athens 65,74
30 Zurich 65,67
31 Berlin 65,60
32 Frankfurt 65,48
33 Tokyo 65,39
34 Orlando 64,52
35 Auckland 64,18
36 Bali 63,77
37 Seattle 63,71
38 Singapore 63,47
39 Dusseldorf 63,41
40 Atlanta 62,82
41 Los Angeles 62,77
42 Chicago 62,35
43 Miami 62,12
44 Osaka 62,06
45 Budapest 61,91
46 Hong Kong 61,80
47 Boston 61,48
48 Lyon 61,27
49 Phuket 60,61
50 Washington DC 59,96
n = 9.553
20

21. City RepTrak™ 2011Ranking of Cities (51-100)
City RepTrak™ 2011 Pulse Scores City RepTrak™ 2011 Pulse Sc
51 Santiago 59,54 76 Macau 52,96
52 Buenos Aires 59,46 77 Bangkok 52,61
53 Houston 59,09 78 Mumbai 52,34
54 St.Petersburg 59,00 79 Cairo 52,31
55 Cancún 58,35 80 Beijing 52,28
56 Kiev 58,03 81 New Delhi 51,71
57 Warsaw 57,92 82 Manila 51,63
58 Shanghai 57,84 83 Ryad 51,51
59 Las Vegas 57,73 84 Tel Aviv 51,27
60 Dubai 57,70 85 Lima 51,26
61 Rio de Janeiro 57,46 86 Bogota 51,04
62 Cape Tow n 57,31 87 Kolkata/Calcutta 50,86
63 Seoul 57,18 88 Caracas 50,45
64 Pattaya 57,00 89 Port-au-Prince 50,36
65 Sao Paulo 56,57 90 Mexico City 50,20
66 Taipei 56,06 91 Jakarta 50,17
67 Mecca 56,05 92 Karachi 49,65
68 Johannesburg 55,41 93 Chongqing 49,05
69 Kuala Lumpur 55,12 94 Hangzhou 48,64
70 Moscow 54,83 95 Ho Chi Minh City 47,70
71 Shenzhen 54,36 96 Nairobi 47,47
72 Bangalore 54,13 97 Guangzhou 47,42
73 Lagos 53,85 98 Luanda 47,03
74 Dhaka 53,00 99 Tehran 36,26
75 Istanbul 53,00 100 Baghdad 34,58
n = 7.919 n = 7.030
21

22. City RepTrak™ 2011 results
1. 100 most reputable cities
2. City vs. Country reputation
3. Drivers of City Reputation
4. Geograhpic highlights
The World’s Most Reputable Companies: A Global Study of Consumers in 41 Countries

23. How did the Countries perform in 2011?
Country RepTrak™ The most reputable countries in the world
1-25 26-50
1 C anada 74,8 26 Poland 50,9
2 Sweden 74,7 27 India 50,3
3 Australia 74,3 28 Peru 50,2
4 Switzerland 74,2 29 UAE 50,0
5 New Zealand 73,1 30 Thailand 49,9
6 Norway 73,1 31 C hile 49,7
7 Denmark 71,9 32 PuertoRico 47,4
8 Finland 70,5 33 South Africa 46,7
9 Austria 69,4 34 South Korea 46,6
10 Netherlands 68,7 35 Mexico 46,0
11 Germany 68,3 36 Turkey 46,0
12 Japan 67,2 37 Egypt 45,9
13 Belgium 65,6 38 Venezuela 45,4
14 Italy 64,6 39 Bolivia 42,4
15 UK 64,2 40 Ukraine 42,2
16 Spain 63,7 41 Israel 41,9
17 Ireland 63,6 42 Haiti 41,8
18 France 62,1 43 C hina 40,7
19 Portugal 58,1 44 Saudi Arabia 38,8
20 Singapore 58,0 45 Russia 38,6
21 Greece 55,8 46 C olombia 37,1
22 Brazil 54,6 47 Nigeria 30,9
23 USA 52,9 48 Pakistan 27,2
24 Argentina 52,0 49 Iran 22,7
25 Taiwan 51,3 50 Iraq 21,8
23

24. City RepTrak™ vs. Country RepTrak™ scores
80,0
Switzerland
C openhagen
Vienna
France
75,0
Spain
UK
Italy
Oslo
Helsinki
Indonesia
USA
70,0 Brussels
Buenos Aires
Stockholm
Athens
Thailand
South Africa
Amsterdam
China
Lisbon
Saudi Arabia
Canada
65,0 Dublin
Russia
Mexico
Santiago
Warsaw
Australia
Brazil
Auckland
Germany
Singapore
60,0 Kiev
Japan
Dubai
Tel Aviv
Seoul
55,0 Taipei
City RepTrak™
Lagos Istanbul
C airo
Bogota Lima
50,0 Karachi
C aracas
India
Cities in general seem to rate
Port-au-Prince
45,0
higher than their home
40,0 countries, suggesting an ability
35,0
Tehran to rise over national issues –
Baghdad
but interestingly the pattern
30,0
reverses at the top right corner
25,0 (high country scores)
20,0
20,0 25,0 30,0 35,0 40,0 45,0 50,0 55,0 60,0 65,0 70,0 75,0 80,0
Country RepTrak™
24

25. Zoom in on 50 – 80 point range (top right corner)
80,0
Switzerland
C openhagen
Vienna
France
75,0
Spain
UK
Italy
Oslo
Helsinki
Indonesia
USA
75,0
70,0 Brussels
Buenos Aires
Stockholm
Athens
Thailand
South Africa
Amsterdam
China
Lisbon
Saudi Arabia
London
Canada
65,0 Dublin
Russia
Mexico
Santiago
Warsaw
Australia
Vienna Geneva
Venice
Brazil
Oslo Sydney
Auckland
Germany
Barcelona Rome Singapore
70,0
60,0 Kiev Florence C openhagen Vancouver
Japan
Paris
Dubai Helsinki Stockholm
Tel Aviv
Seoul Brussels
San Francisco Munich Toronto
55,0 Madrid Taipei Montreal
Edinburgh Amsterdam
City RepTrak™
New York LagosAthens Istanbul Milan
Lisbon C airo Dublin Berlin
Bogota Lima Frankfurt Zurich Melbourne
Tokyo
65,0
50,0 Karachi Orlando
C aracas
India
Auckland
Port-au-Prince
Seattle Dusseldorf
45,0 Los Angeles Atlanta
Miami C hicago Singapore Osaka
Boston
Buenos Aires
60,0
40,0 Lyon
Warsaw
Washington DC
Houston
Cities in the top-rated countries
35,0
Tehran
Baghdad
Las Vegas
Rio de Janeiro (Canada, Sweden, Australia,
Sao Paulo
Taipei
Switzerland, New Zealand) did
55,0
30,0
Bangalore not manage to match their
Lima
25,0 Mumbai
New Delhi
countries’ scores
Kolkata/Calcutta
50,0
20,0
50,0
20,0 25,0 55,0
30,0 35,0 60,0
40,0 45,0 65,0
50,0 55,0 70,0
60,0 65,0 75,0
70,0 75,0 80,0
Country RepTrak™
25

26. City RepTrak™ 2011 results
1. 100 most reputable cities
2. City vs. Country reputation
3. Drivers of City Reputation
4. Geographic highlights
The World’s Most Reputable Companies: A Global Study of Consumers in 41 Countries

27. What drives reputations of cities? (dimensions)
Cities’ general appeal
(culture, beauty) counts 28,7% 36,5%
for more than their
economic advantages in
driving overall reputation –
among the general public
34,8%
n = 12.100
27

28. Top Ten Cities by Dimension Score
Effective Adm inistration Advanced Econom y Appealing Environm ent
Oslo 71,18 New York 73,38 Paris 76,75
Geneva 71,16 Tokyo 71,76 Rome 76,25
Sydney 70,62 London 71,28 Vienna 75,61
Stockholm 69,80 Paris 70,76 Sydney 75,34
Vienna 69,03 Munich 69,68 Barcelona 75,14
London 69,03 Geneva 69,61 Florence 72,81
Munich 68,97 Stockholm 68,15 London 72,74
Vancouver 68,96 San Francisco 67,86 Amsterdam 72,65
Copenhagen 68,78 Sydney 67,74 Vancouver 72,58
Amsterdam 68,76 Amsterdam 67,66 Venice 72,28
n = 4.233 n = 4.809 n = 4.857
28

29. What drives reputations of cities? (attributes)
6,7% 10,3%
Most impactful attributes 6,8% 8,4%
within Appeal and 5,4% 8,3%
Administration, but all
attributes are fairly 7,4% 8,0%
balanced in impacting
6,7% 7,2%
overall reputation
10,7% 7,7%
6,6%
n = 12.100
29

30. City RepTrak™ 2011 results
1. 100 most reputable cities
2. City vs. Country reputation
3. Drivers of City Reputation
4. Geographic highlights
The World’s Most Reputable Companies: A Global Study of Consumers in 41 Countries

31. 4. Europe, North America and Oceania dominate ranking
Oceania – 66.95 South America – 55.11
Europe – 66.45 Asia – 53.51
North America – 61.62 Africa – 52.23
London 1
Montreal 18
Vancouver 10 Vienna 4
Toronto 17 Geneva 2
Tokyo 33
Laos 73
Singapore 38
Rio de Janeiro 61 Bali 36
Sydney 3
Sao Paulo 65 Johannesburg 68
Buenos Aires 52 Cape Town 62 Melbourne 28
Auckland 35
31

32. Enhancing City Reputation
The World’s Most Reputable Companies: A Global Study of Consumers in 41 Countries

33. City Reputation Management best practices
Cities should work strategically to build their reputation:
Identify relevant stakeholders and understand
their perceptions
Assess and articulate competitive strengths and
point of difference
Align activities with strategy and
stakeholder expectations
Build KPIs to ensure accountability
Monitor success on an ongoing basis
33

34. 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 helps companies unlock the power of reputation.
With a presence in 30 countries, Reputation Institute is dedicated to advancing knowledge about reputation and
shares best practices and current research through client engagement, memberships, seminars, conferences, and
publications such as Corporate Reputation Review and Reputation Intelligence.
Reputation Institute’s Reputation Pulse is the largest study of corporate reputations in the world, identifying what
drives reputation and covering more than 1,500 companies from 32 countries annually. Reputation Institute provides
specific reputation insight from more than 15 different stakeholder groups and 24 industries, allowing clients to create
tangible value from intangible stakeholder feelings.
Visit ReputationInstitute.com to learn how you can unlock the power of your reputation.
For more information, e-mail info@reputationinstitute.com
Reputation Institute
info@reputationinstitute.com
www.ReputationInstitute.com
Australia • Belgium • Bolivia • Brazil • Canada • Chile • China • Colombia • Denmark • 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
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