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 https://corporatereputationlab.com/en/canada-and-switzerland-lead-international-reputation-ranking-according-torepcore-nations-2025/?lid=3zalnjz64z0e

CANADA AND SWITZERLAND LEAD INTERNATIONAL REPUTATION RANKING ACCORDING TOREPCORE® NATIONS 2025

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• According to the study conducted by Reputation Lab, Canada and Switzerland share the top spot, followed by Norway, Sweden, and Finland. Once again, Iraq, Iran, and Russia rank at the bottom of the list.
• Ukraine —driven by improved emotional perception in terms of greater admiration, respect, and trust—, along with Saudi Arabia, Mexico, China, Algeria, Japan, and Russia, are the countries showing a positive evolution in their reputation in the last year.
• The United States drops 6.7 points and falls 18 positions—from 30th to 48th place—in the ranking that assesses the reputation of the world's 60 leading economies through the eyes of G7 inhabitants.
• South Korea has also experienced a significant drop in its reputation score among G7 citizens over the past year, as a result of its recent institutional crisis.
• Sustainability is solidifying its role as a central pillar of national reputation. The “Ethics and Responsibility” dimension is the most important for public opinion, led by factors such as the “fight against climate change”.

According to the RepCore® Nations 2025 study, conducted by Reputation Lab, a leading advisory firm, Canada and Switzerland maintain their leadership in terms of international reputation. This diagnosis ranks the reputation of the 60 countries with the highest GDP as perceived by citizens of the G7 nations (United States, United Kingdom, France, Germany, Italy, Japan, and Canada). Nordic countries such as Norway, Sweden, and Finland follow closely behind, maintaining a robust global reputation. Iraq, Iran, and Russia once again occupy the lowest positions at the opposite end of the ranking.

Ukraine —driven by improved emotional perception in terms of greater admiration, respect, and trust— has climbed 5 positions compared to the previous year, as has Algeria. Japan has moved up 4 positions, while both Saudi Arabia and Mexico have gained 2. Other countries that have seen their international reputation improve this year include China and Russia.

The United States has experienced the largest drop in its international reputation score in 2025. Specifically, the U.S. fell 18 positions, from 30th to 48th place, losing 6.7 points. This decline places its reputation in the "weak" category on the RepCore^® normative scale, with particularly low ratings among the populations of traditional allies such as Canada and the United Kingdom, while showing improvement only among Russian citizens. The aspects of the U.S. reputation that were most penalized were "commitment to the international community," "fight against climate change," "friendly business environment," and "respected leaders."

Another country that has experienced a notable decline in its reputation score among G7 citizens over the past year is South Korea. In the wake of the recent institutional crisis in the country, its reputation has suffered a significant decline, dropping by 1.8 points and falling six positions in the ranking.

Economic Impact of Reputation

According to RepCore^® Nations 2025, countries with stronger reputations tend to receive more tourists, attract higher levels of foreign investment, and increase their exports. Historical data analysis indicates that a one-point increase in the RepScore index results in an average 7.2% rise in tourism revenue and a 1.0 % rise in foreign direct investment.

Fernando Prado, partner at Reputation Lab, stated: "In today's geopolitical climate, a nation's reputation matters more than ever. Our analysis indicates that nations whose reputations deteriorate tend to lose support from the international public. Conversely, those that strengthen their reputation tend to attract more foreign investment, higher tourism and export revenues, and gain greater recognition in international institutions and soft power."

Sustainability Becomes a Central Pillar of National Reputation

Once again, this year’s edition confirms that ethical and environmental factors are becoming increasingly important in shaping a strong national reputation. The “Ethics and Responsibility” dimension is perceived as the most significant for global public opinion, driven by key aspects such as “fight against climate change,” “environmental protection,” “ethics and transparency (absence of corruption),” and “respect of human rights”.