The power of reputation: How nations build influence and economic value
By Natalia Arenzana Arias, PhD., Leonard J. Ponzi, PhD & Fernando Prado Abuín
Partners, Reputation Lab
A nation’s reputation is one of its most valuable assets, shaping whether people choose to visit, invest, trade, or trust it. These reputations reflect the levels of admiration, respect, and trust they inspire among international audiences. Country reputations are continuously shaped by multiple forces: direct experiences with the country, its own communications, the opinions of third parties such as media and influencers, and, when no new information is available, the stereotypes and long-held narratives embedded in the global imagination.
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