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Marketing Brexit Donald Trump

Brexit and Trump affect UK and US perceptions as Canada tops reputation poll


By Gillian West | Social media manager

July 1, 2017 | 3 min read

After two years, Canada is back as the leader of the world’s most well reputed countries as political turmoil takes its toll on the UK and US.

Canadian PM Justin Trudeau

Canadian PM Justin Trudeau joins in Pride celebrations as Canada tops reputation rankings

Based on the evaluation of 17 variables grouped by Effective Government, Advanced Economy and Appealing Environment, Canada’s triumph in the Reputation Institute’s Country RepTrack report coincides with annual Canada Day celebrations today (Saturday 1 July).

The United Kingdom, which fell five places in the rankings to number 18, was adversely affected by Brexit with the decision impacting supportive behaviours towards the country, with significant drops in people’s propensity to invest, work and buy from the UK. However, the UK’s internal reputation has improved by 7.5%.

Similarly President Trump is impacting the United States’ reputation, with the US experiencing it worst reputation loss in terms of percentage and also in terms of ranking dropping 11 places from 27th to 38th.

James Bickford, managing director of Reputation Institute, explained a country’s reputation had a direct impact on tourism, exports and foreign investment. Commenting on the UK’s situation, Bickford commented the “significant drop” in perceptions could spell trouble for the UK once the Brexit process if finalised.

Switzerland ranked in second place in this year’s poll followers by Sweden with Australia and New Zealand rounding out the top five in fourth and fifth place respectively. The full top ten can be viewed below.

  1. Canada
  2. Switzerland
  3. Sweden
  4. Australia
  5. New Zealand
  6. Norway
  7. Finland
  8. Denmark
  9. Netherlands
  10. Ireland
Marketing Brexit Donald Trump

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