Sweden itself has a good reputation in the world according to a survey among 42,000 people.
According to the 2011 Country RepTrak by the Reputation Institute – which measures the overall trust, esteem, admiration and good feeling the public holds to a country – Sweden is second best in the world. The best is Canada. Also included in the measurement are attributes such as quality of life, a safety and a strong attention to the environment.
42,000 people all over the world were polled about the most admired countries.
“The study shows that a strong country’s reputation demands a solid performance in three different fields: having an advanced economy, a pleasing environment, and an effective government,” says Nicolas Georges at Reputation Institute in a press release.
The image of Sweden as a country with high taxes is a myth: Sweden ranks 25 of high taxing countries internationally and 17 among countries in Europe. The top ten countries are as follows:
5. New Zealand
9. Austria and
10. The Netherlands.
We've covered Sweden's image in the world from different angles before:
The image of Sweden abroad
Simon Anholt on managing national identity and Sweden
Sweden's brand an amalgam of Nordic
Reputation Institute is a corporate reputation consulting firm. For more information: www.reputationinstitute.com