Revealed: the countries with the best (and worst) reputations


Japan remains the country with the world’s best reputation, according to new research, while the popularity of the UK has taken a nosedive in the wake of the Brexit vote.

The FutureBrand Country Index published today for the first time since 2014 charts the global perception of 75 different countries, ranking them according to a nation’s “brand” power. A country’s “purpose” and “experience” are among a number of factors taken into account, as well as tourism potential, heritage and culture and quality of life. 

Japan held on to top spot, while Norway climbed four places to second with Switzerland slipping from second to third. Scandinavian nations Sweden and Finland completed the top five. 

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