2014 City RepTrak

The Worlds Most Reputable Cities

The Worlds View on Cities: An Online Study of the Reputation of 100 Cities
RepTrak is a registered trademark of Reputation Institute. 2014 Reputation Institute, all rights reserved.

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About Reputation Institute

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We enable leaders to make business decisions that build and
protect reputational capital and drive competitive advantage.

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1. The Importance of City Reputation

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Places are competing for Attention

Nations

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Regions

Cities

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Why is Place Reputation important?

As in the case of companies, countries and cities also have their own reputation which has an impact
their performance.
Places with a good reputation
increase exports

Places with a good reputation

welcome more tourists

Places with a good reputation

improve their public diplomacy

Places with a good reputation

attract FDI

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Places with a good reputation attract

foreign knowledge & talent

The Reputation Economy applied to Place Reputation

Direct Experiences

Perceptions

Supportive
Behaviors

Value
Creation

Citys Actions &

Communications

3rd-party
Influences

Stereotypes

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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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City RepTrak Model: from Emotional to Rational

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
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City RepTrak Model: City Reputation Attributes

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.

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

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City RepTrak Model: Reputation & Value Creation

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.

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

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Analysis of Economic Implications:

the Reputation Economy

Direct
Experiences
Perceptions

Supportive
Behaviors

Value
Creation

Country Actions &

Communications

3rd-party
Influence

Stereotypes

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About the Study

2014 City RepTrak Study Overview

Stakeholder Group (Target): G8 general public (only

people who were somewhat or very familiar).
City 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
2014.
Sample: Over 19.000 consumers from G8 countries
rating the100 cities included in the study.

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2014 City RepTrak Results

The Most Reputable City in 2014 is

VIENNA

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2014 City RepTrak Top 10

1
2
3
4
5
6
7
8
9
10

Vienna

76,4

Munich

76,2

Sydney

75,5

Florence

75,3

Venice

75,2

Oslo

74,9

Vancouver

74,8

London

74,6

Barcelona

73,7

Montreal

73,1

Scoring scale: 0-100

All score differences > 2.5 are significant at 95% confidence interval
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City RepTrak in recent years Top 10

2014

1
2
3
4
5
6
7
8
9
10

2012

2013

2011

Vienna

Sydney

Vancouver

London

Munich

Toronto

Vienna

Geneva

Sydney

Stockholm

Sydney

Sydney

Florence

Vienna

Copenhagen

Vienna

Venice

Venice

Oslo

Venice

Oslo

Florence

Barcelona

Rome

Vancouver

Edinburgh

Florence

Barcelona

London

Zurich

Venice

Oslo

Barcelona

London

Stockholm

Florence

Montreal

Copenhagen

Melbourne

Vancouver

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Key Factors in Reputation: Dimension Weights

26.9%

37.7%

37.6%

27.1%

35.3%
Adj R2 = 0.672
n = 16353

35.4%
Weights
2013
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Key Factors in Reputation: Importance of attributes

Appealing Environment
37.6%

Effective Government
35.3%

Advanced Economy
27,1%

Beautiful City
Appealing Experiences
Well-Known Personalities

11,8
8,8
7,7

Safety
Social, Economic & Environmental Policies
Well-Respected Leaders
Well-Developed Political & Legal Institutions
Adequate Transport, Communications & Infrastructure

10,3
8,3
8,0
7,1
6,5

Well-Respected Products & Services

Financially Stable & Future Growth
Business Environment
Technology
Headquarters of Leading Companies

6,9
6,9
6,6
5,7
5,4
Adj R2 = 0.686
n = 16353

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Cities with a Strong Reputation (70-80 points)

1-31
Vienna
Munich
Sydney
Florence
Venice
Oslo
Vancouver
London
Barcelona
Montreal
Copenhagen
Helsinki
Brussels
Amsterdam
Paris
Perth
Brisbane
Geneva
Edinburgh
Zurich
Melbourne
Stockholm
Rome
Frankfurt
New York
Toronto
Dublin
SeaKle
Berlin
Osaka
San Francisco

Scoring scale: 0-100

All score differences > 2.5 are significant at 95% confidence interval
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76.4
76.2
75.5
75.3
75.2
74.9
74.8
74.6
73.7
73.1
72.8
72.7
72.6
72.4
72.2
72.2
72.0
72.0
71.9
71.9
71.8
71.8
71.5
71.4
71.2
70.9
70.6
70.2
70.2
70.0
70.0

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Cities with a Moderate Reputation (60-70 points)

32-57
Madrid

69.8

Tokyo

69.8

Prague

69.6

Milan

69.4

Adelaide

68.8

Auckland

68.4

Lyon
New Orleans

66.8

Orlando

66.5

Los Angeles

66.3

Boston

66.2

Lisbon

65.7

Miami

65.5

Washington DC

64.9

Taipei

63.9

Singapore

63.7

Warsaw

62.9

Dubai

62.4

Atlanta

61.7

Abu Dhabi

61.3

Budapest

61.2

Chicago

61.0

Las Vegas

60.8

Houston

60.6

Hong Kong

60.6

Monterrey
Scoring scale: 0-100
All score differences > 2.5 are significant at 95% confidence interval
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66.9

60.2

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Cities with a Weak Reputation (40-60)

58-98
Cancn
St.Petersburg
Rio de Janeiro
Athens
Mecca
Montevideo
Jerusalem
Hanoi
Kuala Lumpur
Buenos Aires
Bucharest
San Juan
Santo Domingo
Cape Town
Lima
Sao Paulo
Bangkok
Istanbul
Johannesburg
Seoul
Macau
SanRago
Shanghai
Beijing
Guangzhou
Manila
Port-au-Prince
Tel Aviv
Nairobi
Kolkata/CalcuKa
Ryad
Jakarta
Kiev
Caracas
Mumbai
New Delhi
Moscow
Mexico City
Karachi
Cairo
Bogota

59.8
58.9
58.4
58.3
58.2
58.0
57.8
57.4
57.1
56.8
56.5
56.5
56.1
55.6
55.1
54.6
54.6
54.5
53.9
53.8
53.7
53.5
53.1
52.4
52.3
52.1
52.1
51.5
51.1
49.2
49.1
49.0
48.5
47.8
47.8
47.6
47.0
45.3
44.2
44.1
43.2

Cities with a Poor Reputation

(0-40 points)
98-100

Tehran
Baghdad

34.7
30.0

Scoring scale: 0-100

All score differences > 2.5 are significant at 95% confidence interval
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Positive Evolution of City RepTrak in the last year

Taipei 11.6%
Mecca 12.8%
Hanoi 12.3%
Nairobi 13.0%

Brisbane 9.8%

Evolution 2013-2014
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Negative Evolution of City RepTrak in the last year

Toronto 8,6%
Houston 8,8%

Kiev 14,6%
New Delhi 8,7%

Mumbai 8,6%
Bogota 16.3%

Santiago 9.6%

Evolution 2013-2014
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Value Creation: Reputation & Support

Visit
0.73
Invest
0.72
Live
0.76
Work
0.75
Buy
0.76
Attend/organize
events
0.71
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Supportive Behaviors towards Cities Top 10

Invest

Visit
Florence
Paris
Venice
Vienna
Barcelona
Rome
London
Amsterdam
Sydney
Munich

Munich
Zurich
Tokyo
Frankfurt
Osaka
New York
Sydney
Brussels
Melbourne
Vancouver

84.5
84.4
83.5
82.9
82.8
81.6
81.6
80.9
79.9
79.4

73.5
69.3
68.7
68.2
67.8
67.0
66.8
66.8
66.6
66.6

Live
Munich
Sydney
Vancouver
Vienna
Melbourne
Amsterdam
Montreal
Stockholm
San Francisco
Perth

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73.7
73.1
72.2
71.6
70.1
70.1
69.9
69.3
68.8
68.8

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Supportive Behaviors towards Cities Top 10

Work
Munich
Sydney
Zurich
London
Vancouver
Melbourne
New York
Toronto
Amsterdam
Vienna

Buy
76.1
72.7
71.4
71.2
71.1
71.0
71.0
70.5
70.1
70.1

Munich
Tokyo
London
Florence
Paris
Brussels
Copenhagen
Sydney
Vienna
Amsterdam

75.3
72.0
71.8
71.8
71.3
71.2
71.1
71.0
70.8
70.3

Attend/organize events
Munich
Florence
New York
Sydney
Vienna
Los Angeles
Milan
Zurich
Melbourne
Amsterdam

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76.7
75.1
74.6
73.3
73.2
71.7
71.5
71.4
71.4
71.3

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A Better Reputation Leads to Stronger Support

The good reputation of a city strongly correlates with an increase in the supportive
behaviors shown towards the city, such as visiting the city, living or working in the
city, or deciding to invest in the city.
80
Vienna
70

Intention to Visit

60

50

40

Cairo

30
Tehran
Baghdad
20
20

25

30

35

40

45

50

55

60

65

70

75

80

City RepTrak

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Thank you
Download The 2014 City RepTrak Report
Go to our website to download

Questions or Comments
Please post your questions or
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discussion

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