Reputation Institute - Country RepTrak®
Country RepTrak®

Managing Your Country's Reputation with 2013 Country RepTrak®

Country RepTrak®, a global study of more than 34,000 ratings, collected from more than 27,000 consumers in the G8 countries, confirms the link between country reputations and economic outcomes and highlights Europe’s euro-crisis countries recovering, showing contrasting results for BRIC countries and that the “Obama effect continues”. Canada takes top spot for a third consecutive year with Sweden and Switzerland to make the top 3 in this year's list of the World's Most Reputable Countries.

Top Trends include:

  • A positive reputation reduces the cost of debt - Countries that enjoy a solid reputation are able to finance themselves in the international markets at a lower cost than countries with a weak reputation. 
  • Key reputation drivers for influencing stakeholder behavior - Being perceived as a country that has a good business environment is essential for attracting foreign investment and human talent, while a population that is seen as friendly and welcoming contributes to people’s intention to visit a country, study there and the decision to buy its products and services. 
  • BRICS: contrasting results - Out of the five BRIC countries, only Brazil significantly improves its reputation. Surprisingly, China and India lost the most in reputation percentage-wise from last year. South Africa’s reputation score also dropped, although its decline was modest and Russia maintained its same score from 2012.
  • The ‘Obama Effect’ continues - The U.S.’s country ranking continues to improve under the Obama administration, moving up to 22nd place in 2013
  • Latin America: On the rise - With the exception of Argentina, which experienced a slight reputation drop due to negative media coverage in 2012, the remaining Latin American countries measured improved their reputation scores.
  • Italy and Greece recover while Spain falls slightly - While Italy and Greece saw the biggest drops in reputation last year, that trend reversed in 2013. As for Spain, who in 2012 was able to maintain its 2011 score and ranking, fell two spots in 2013 and is now ranked below Italy.

For a Top Line Report of the Country RepTrak®, click here

Why Country RepTrak® Matters To You

The insights generated through the Country RepTrak® study can help:

Country Governments & Tourism:

  • Establish key performance indicators that support a country's brand & reputation initiatives
  • Inform strategic marketing campaigns to grow tourism & business development
  • Identify weak reputational areas for improvement and positive areas to leverage
  • Positive country data results can be used to build national pride, marketing leverage, and influence the reputation of local company brands

Foreign Direct Investment Agencies, Global Businesses & Economic Development:

  • Advise corporations on going global and how to efficiently build relationships with key stakeholders in the most vital country markets
  • Identify and understand the impact of country reputations on corporate brands
  • Realize the impact of supportive behaviors in the forms of Buying, Working and Investing in a specific country of interest

About The Study

Country RepTrak®, based on the methodologies of the RepTrak® system, is a model used to analyze the various perceptions of a country measured by various stakeholder groups.

Reputation Institute identified a set of countries which qualified as candidates for inclusion in the 2013 Country RepTrak® study. Selection was based upon a combination of the following criteria: (a) largest economies, (b) largest populations, (c) country of interest due to recent economic, political, or natural events. We then measured the perceptions of the selected countries across the world's G8 (Canada, France, Germany, Italy, Japan, Russia, United Kingdom, and the United States of America).

Reputation Institute conducted the Country RepTrak® study in January - March of 2013. Consumers in each of the G8 countries (Canada, France, Germany, Italy, Japan, Russia, UK, and USA) rated reputations of 50 countries, and thereby providing a snapshot of the reputation of these markets from the perception of G8 consumers. Over 27,000 consumers provided their external perceptions of the 50 nations and more than 11,000 consumers from G8 countries provided perceptions of their home country.

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