The 2016 Country RepTrak was based on first quarter 2016 findings, ahead of the UK’s referendum voting to leave the EU.

The UK scored 71.0 – and was number 10 within Europe – where overall reputation is deemed excellent ( 80+); strong ( 70 – 79 ); average ( 60 – 69 ); weak ( 40 – 59 ) and poor (below 40 ). This is ahead of France and Belgium and behind Austria and Italy.

Sweden was the top at 78.3, following by Switzerland ( 77 ) and Norway ( 76.1 ). In the European rankings Sweden and Switzerland are at top as they are perceived as the happiest, most peaceful and socially progressive countries (same sex marriage, education, healthcare).

The UK has improved its score steadily over the past three years, scoring an average performance of 66.7 in 2014, 69.5 in 2015 and a strong 71.1 in 2016. The nation’s ranking has also remained steady, being placed number 11 in Europe in 2014, and moving up to number 10 in 2015 and 2016.

The 2016 Country RepTrak® scores and rankings are based on more than 58,000 ratings collected in the first quarter of 2016 from the general public of the 55 countries with the highest Gross Domestic Product (GDP).  Of the 55 countries ranked, 20 were European, with seven of those breaking into the top 10. 

Kasper Ulf Nielsen, executive partner at Reputation Institute said: “The positive reputation the UK has established within the global community prior to the EU referendum suggests the long-term economic outlook may not be as bleak as first imagined.

"By leveraging the high esteem existent among the largest economies in the world pre-Brexit, the UK has the chance to look to wider markets for investment, attract a talented workforce from outside the European Union, and develop a diversified export market. Taking advantage of the positive reputation within the likes of India, Brazil and Mexico will be critical.”