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RepCore® Nations 2025: Navigating reputation in a world on the edge
In an era defined by geopolitical uncertainty, global conflict, and the rapid spread of misinformation, a nation's reputation has never mattered more. Reputation Lab’s RepCore® Nations 2025 study reveals how countries are perceived on the world stage—and what that means for tourism, trade, investment, and influence.
Join us for an exclusive first look at the top-line results of this year’s most comprehensive international study on reputation of nations. Fernando Prado Abuín, Managing Partner at Reputation Lab, will unpack the data and highlight which countries are winning—or losing— admiration, trust, and respect.
This is more than a data reveal—it’s a strategic session for place leaders who want to:
- Understand the key drivers of international reputation
- Identify and close perception gaps that may be costing their country’s influence
- Learn from the success stories of nations navigating today’s challenges effectively
- Use evidence-based insights to strengthen their place’s value proposition
Don’t miss this opportunity to gain actionable insight and join the conversation on how reputation can become a lever for national resilience and growth.
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Maria is a strategic communication and nation branding expert.
With over ten years of professional experience in both public and international sectors, Maria has expertise in global PR and communications, public administration, and nation branding. Maria has managed international projects and communication activities for Vice-Prime-Minister’s Office on European and Euro-Atlantic Integration and the Ministry of Foreign Affairs of Ukraine.
As a Strategic Communications Advisor to the Foreign Minister of Ukraine, Maria provides policy advice on public diplomacy and country promotion. Over the last three years, she has set up an official digital ecosystem of Ukraine Ukraine.ua that has reached unprecedented global audiences of 700 mln, developed the Public Diplomacy Strategy of Ukraine, and launched a range of successful country promotion campaigns.
Currently, as the Head of BRAND UKRAINE, Maria is responsible for Ukraine’s brand development.
Maria holds a Master in International Relations from Kyiv Taras Shevchenko National University, Ukraine, and Master in Communication for Development from Malmo University, Sweden.
Fernando Prado is one of the most recognised international experts in reputation and brand management. He is co-creator of cutting-edge reputation measurement tools such as RepTrak® and RepCore®. His branding and communication strategies, as well as his research projects on reputation and sustainability have won several national and international awards for their effectiveness and innovation.
Fernando has helped many of the largest companies in Spain and Latin America, as well as relevant multinational companies, in their reputation management. He is also an expert in the reputation of nations and has helped different governments in the management of their country brand.
Before joining Reputation Lab, he headed Reputation Institute (a world leader in corporate reputation measurement and management) in Spain and Latin America for 13 years. During his time at Reputation Institute, Fernando also led the company's global place reputation practice.
Previously, he worked for 10 years at WPP Group in positions related to brand strategy: CEO of Kantya Brand Strategies (Spain), Head of Strategic Planning at JWT Spain, Global BRANDZ Coordinator at Millward Brown Chicago and Strategic Planner at Ogilvy New York.
Fernando Prado holds a BA (Hons.) in International Business Management from ICADE (Madrid) and Middlesex University (London), and an MBA from IESE (Barcelona).
Sarah Volberg is the Executive Director, Growth Marketing and Brand Intelligence at Destination Canada, with over two decades of marketing and communications experience. She leads the strategic use of data and insights to guide domestic and global marketing. A passionate advocate for evidence-based decision-making, Sarah champions a test-and-learn culture, rigorous performance systems, and centralized market intelligence. She also spearheaded Destination Canada’s Brand and Marketing Measurement Framework—adopted by Team Canada partners—to position brand equity as a national driver of wealth and well-being.