What makes a country reputation?
Events that make front-page news play a big role, as do economic and environmental conditions and so much else.
Consciously or unconsciously, people rely on these reputations when deciding where to set up a business, where to live and where to travel on vacation.
“Reputation determines whether people support a country through their behaviors. Good reputation means more exports, more investments, more people coming to visit,” says Nicolas Georges Trad, chief operating officer at the Reputation Institute, a reputation measurement and management services firm.
What should shock no one, however, is that Sweden has claimed the No. 1 spot and appears in that position for the second year in a row
“It’s no wonder Sweden is No. 1, because it’s done an incredible job of telling its story.” An initiative called “Sharing Sweden” that were crafted by the Swedish Institute, a government agency whose aim is to shape perceptions of the country overseas. “Sharing Sweden” explores everything from what the nation is doing to improve accessibility for people living with disabilities to how to work or run a business in the country. “Sweden has done well communicating through one team, and that is super difficult to do,” Georges Trad says. “Many countries have challenges with messages being thrown out there.”