It sounds a bit cliché that people like to live where it is happy and peaceful but these criteria are part of what is included in the results of the recent Country Reputation Survey for 2015 by RepTrack. After more than 48,000 global interviews regarding people’s perceptions of 55 countries – the happiest place on earth is not necessarily Disneyland but instead is Canada followed by Norway, Sweden and Australia. Other top ten countries include Finland, Denmark, and the Netherlands. Further down the list near the last 20, the United Kingdom, Germany, Japan and Italy also ranked.
So what makes a country so desirable? Reputation Institute, which publishes the Survey, bases their surveys on three different dimensions including effective government, appealing environment and advanced economy. RepTrack officials note that countries with stellar reputations are perceived positively in all three categories. These rankings have to do with of how peaceful and financially stable a country is reputed to be. Latin America has rated a bit lower in the past but RepTrack research noted that in general, countries such as Mexico, Venezuela and others are improving in the reputation survey.
“Reputation Institute is the world’s leading reputation-based research advisory firm, founded by Dr. Charles Fombrun and Dr. Cees van Riel in 1997 and enable many global companies to make more confident business decisions to drive competitive advantage,” according to company experts.
Other criteria include the following:
- Progressive social & economic policies
- Effective government
- Operates efficiently Favorable environment for business
- Friendly & welcoming people B
- Appealing lifestyle
- Enjoyable country
- Safe environment
- Responsible participant in the global community
- Ethical country Progressive social & economic policies
- Effective government Operates efficiently Favorable environment for business
- High quality products & services
The largest and most powerful countries such as the United States, India, Russia and China did not necessarily rank in the top 20 of the most “reputable” countries but all of these superpowers have improved their reputations over the years, according to RepTrack. The U.S. for instance is seeing an increase over previous years as the reputation of the country has historically been poor. However, the researchers at RepTrack state that part of the improvement in the U.S. has to do with the average reputation under the Obama administration – with the perception that the country is now stable. Overall, the USA has seen an improvement of 9.6 Pulse points since 2008, says RepTrack.
Asia has a mixed record among the groups but RepTrack experts say that “Japan has the best reputation In Asia.” Overall, Asian countries are improving their reputations but are still weak.
Russia’s reputation is declining due to the crisis in Ukraine and Crimea’s annexation,” notes the RepTrack Country Reputation press release.
While world events can easily affect these scores, some countries have continued to stay in the top ten such as Canada, which has remained at number one or two ten years in a row. Sweden and Australia have also been a fixture on this chart over the past decade as well.
Although the primary focus of this blog is online reputation management, it is very interesting to see different approaches to measuring reputation and how internal and external forces can dramatically impact the perception of a country.