If Image is Everything, U.S. in Trouble


19218071The Reputation Institute does studies on, guess what, reputations. In this case, its all about countries.

In many ways, countries are like companies; They have “brands” to protect, budgets to adhere to, and many “competitors” vying for their export business, international diplomacy status and tourism dollars — and, as in business, a country’s global reputation can be the pivotal touch point around which those other metrics revolve.

According to new research from the Reputation Institute, Canada has moved back into the leading slot for reputation, having passed Switzerland to regain the top spot in this year’s Country RepTrak, the world’s largest annual survey of country reputations, showing regional trends for North America, Latin America, Europe and Asia. Canada, the United States and Mexico all improved their reputations, according to the survey.

Since the survey began in 2010, Canada has ranked first all but two of those years and never lower than second place. At the top of the list are all of Scandinavia, with Norway in second place, immediately followed by Sweden and Switzerland.

Historically, the reputation of the United States has been poor, even though the country’s image has improved 20% compared to an average reputation. Elsewhere around the world, Latin America is improving its reputation overall, but Brazil is experiencing a decline in reputation. Northern European countries are in the top 10, and Spain, Portugal, Italy and Ireland have improved their reputations due to improvements in certain economic indicators. Japan has the best reputation in Asia and while Asian countries are improving their reputations, theirs are still weak overall. Russia’s reputation is declining due to the crisis in Ukraine and Crimea’s annexation.

The top 10 countries in the 2015 Country RepTrak are:

Canada
Norway
Sweden
Switzerland
Australia
Finland
New Zealand
Denmark
Netherlands
Belgium

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