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Ireland in world’s top 10 for reputation as Britain battered by Brexit fallout



Our country’s reputation matters, says Niamh Boyle

Our country’s reputation matters, says Niamh Boyle

Our country’s reputation matters, says Niamh Boyle

Ireland has maintained its position in the top 10 annual ranking of the world’s most reputable countries, while the Brexit vote has been blamed for denting the UK’s position.

Ireland was ranked 10th out of 55 countries assessed in the international survey.

That’s down one place on last year’s ranking, according to the RepTrak study carried out by the Reputations Agency and Reputation Institute.


Canada has the world’s best reputation, according to the study, with Switzerland in second place ahead of Sweden.

Ireland is placed as the sixth-most beautiful country, with a score of 87.45, ahead of France, Italy, Greece and Spain. It’s also been rated as the seventh-most friendly and welcoming country. But its lowest ranking (22nd place) is in the technologically advanced category – with a score of 64.

Its lowest score was for “well-known brands” at 63.12. Niamh Boyle, managing director at The Reputations Agency, said Ireland’s performance and its strong global reputation was positive news in an uncertain political international climate.

“As competition intensifies internationally, a country’s reputation matters more than ever,” Ms Boyle said.

“It is encouraging to see Ireland consolidate its strong global reputation.”

Greece’s reputation has seen the biggest improvement, up 14.3pc, followed by the United Arab Emirates, up 13.6pc, and Egypt, which was up 10.7pc.

 On the other hand, the United States (–8.1pc), Russia (–6.4pc), and Nigeria (–5.4pc) showed the most diminished reputations.

The US has not only experiencing the worst reputation loss in terms of percentage, but also in terms of ranking index positions – dropping from 28th in 2016 to 38th in 2017. The Brexit vote has also dented the reputation of the UK.

It has sunk five places in the ranking index, from 13th in 2016, to 18th in 2017.

The RepTrak study ranked the reputations of 55 of the largest countries based on levels of trust, esteem, admiration and good feeling.


The study took place through an online questionnaire among 39,000 members of the general public in Canada, France, Germany, Italy, Japan, Russia, the UK and US.

Perceptions regarding 17 attributes are grouped into three dimensions: advanced economy, effective government and appealing environment.

Countries with strong reputations are perceived positively in all three areas.