The Reputation Institute has released its 2016 Country RepTrak report, which is the world’s largest annual survey of country reputations, based on “perceptions of whether the country has an advanced economy, an appealing environment and an effective government”.
Sweden took the first place after two years in third, knocking Canada out of the top spot. In third place this year is Switzerland, followed by Australia and Norway.
In sixth place is Finland, followed by New Zealand, Denmark, Ireland and the Netherlands. In this year’s survey Ireland moved into the top 10, while Belgium lost its spot.
“The 2016 Country RepTrak shows that traditional, objective measures, such as size and economic output have little bearing on the general public’s emotional connection to a nation,” said Nicolas Trad, executive partner at the Reputation Institute in a statement. “Being welcoming, safe and beautiful are the top three drivers of a country’s reputation, and nations with a strong reputation are better positioned to welcome more tourists, increase exports, improve diplomacy and attract foreign investment, knowledge and talent.”
The scores are measured by consumer perceptions, and according to the survey, people who perceive a country as having a strong reputation are more likely to visit or recommend living, working, investing, or studying in that country, as well as buying products from that country.