The Diplomat in Spain

Photo: www.reputationinstitute.com

The Diplomat. 30/06/2017

The reputation of the United States in the world has suffered an important fall as a consequence of Donald Trump’s presidency, according to the last study Country RepTrak®, which points out that Spain has gone up four positions until reaching its highest level of international reputation since 2009, when the survey started being carried out.

The report, drawn up by the Reputation Institute, measures the reputation of the 55 countries with the highest Gross Domestic Product (GDP) in the world based on the assessment of 17 variables grouped in the following three dimensions: Institutional quality, level of development and quality of life. The fieldwork, carried out in March this year, consisted of more than 39,000 interviews with citizens of the G8.

The United States, according to the study (which uses a methodology inspired by the measuring of the companies’ reputation), is not only the nation that the most reputation has lost in percentage terms in this year’s edition, but also the one that the most positions has fallen in the ranking, since it has gone from the 27^th position in 2016 to the 38^th position in 2017.

Canada is at the top of the list, with 82.8 points, the same as Switzerland (the difference is of centesimal nature) and with three tens more than Sweden, so one could say there is a technical draw of the three countries in 2017. The top 10 is complete with Australia, New Zealand, Norway, Finland, Denmark, the Netherlands and Ireland.

Spain is close to that list of the world’s ten most reputable countries. It has four more points and it has gone up four positions in the global ranking, going from the 17^th position in 2016 to the 13^th in 2017.

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The US is the country the most damaged by the report of 2017 of the Reputation Institute due to Trump

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With 74.6 points, Spain’s reputation has reached its highest level since 2009, when the historical series of Country RepTrak® started. In the global count, Spain is the 11^th country that has increased its reputation the most, with 5.5%.

The improvement of Spain and Portugal’s reputation is closely related to the recovery of the economy in the two Iberian countries, according to the report. In fact, Spain’s image has been constantly improving since 2014, “coinciding with the first signs of improvement of the economy”, according to Marca España. Our country moved up to the 18^th position and remained in the 17^th in 2015 and 2016.

The director general of the Reputation Institute in Spain, Fernando Prado, will reveal all the details of the study focusing on Spain at the event of the fifth anniversary of Marca España, which will take place on 5 July.

The country that has improved its reputation the most in 2017 is Greece (+14.3%), followed by the United Arab Emirates (+13.6%) and Egypt (+10.7%). On the contrary, the United States (-8.1%), Russia (-6.4%) and Nigeria (-5.4) are the countries that the most reputation have lost. The United Kingdom has also fallen five positions as a consequence of the Brexit.