Second best reputation in the world!

Sweden itself has a good reputation in the world according to a survey among 42,000 people. 

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  Canada and Sweden (we often meet in ice hockey, if nowhere else) are the top two best countries in the world, with Canada being slightly better.

• 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.

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  “Sweden has 23 inhabitants per square kilometer, Germany has 230," says Malin Zillinger. Photo courtesy of Göta Kanalbolaget.

• 42,000 people all over the world were polled about the most admired countries.

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  the rape fields in mid Sweden are ripe for harvest. The sun can still be warm. Photo: Håkan Sandbring

• “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.

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  Sweden is a clean and environmentally friendly country. Photo: Bo Zaunders

• 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:
  1. Canada
  2. Sweden
  3. Australia
  4. Switzerland
  5. New Zealand
  6. Norway
  7. Denmark
  8. Finland
  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