Denmark's reputation among world's best

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Denmark's reputation among world's best
Denmark has a high-flying reputation, but it's topped by its Nordic brethren. Photo: Colourbox

The 2015 Reputation List puts Denmark as the eighth 'most reputable' country but the country came behind its Nordic neighbours.


Denmark is still one of the world's most reputable countries but its position has slipped. A study released on Wednesday by the Reputation Institute, an international research and advisory firm, declared that the Nordic country has the eighth best reputation.

The list that was topped by Canada, which reclaimed the top spot after falling behind Switzerland in last year's report.

In the 2015 Reputation List, Denmark saw its position drop for the third year in a row, with New Zealand jumping up a spot. Since the survey began in 2010, Denmark has ranked no lower than eighth. 

Image: Reputation Institute
Image: Reputation Institute

The list places Denmark behind its Scandinavian neighbors. Norway (second place), Sweden (third place) and Finland (sixth place) were all seen as ‘more reputable’ countries than Denmark. 

The Reputation Institute said that its ranking system is based on three main categories: Advanced Economy, Appealing Environment and Effective Government. 

Danes were considered the second most friendly and welcoming people in the report, behind only Canada. Denmark also ranked highly in areas including the effective use of public resources (seventh), safety (sixth), most ethical country (fifth), and an educated and reliable workforce (seventh). 

Overall, Denmark was regarded as the seventh best country to live, to work and to study. 

The survey also measures other issues as the gap between internal and external reputation. The biggest gap between self-image and external perception are hold by Russia (47 percent) followed by China (31 percent). Italy (-15 percent) and South Africa (-11 percent) were the countries with the most critical self-image.

“When people perceive a country positively based on their direct experiences and through the lens of others, that translates into increased tourism dollars,” Fernando Prado of the Reputation Institute said in a press release. “That’s because a country’s reputation dictates supportive behaviors such as the willingness of people to visit that country.”

The study looked at the 55 largest economies by GDP and interviewed over 48,000 people. See the full results here


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