Oh Canada, number one again, eh?

In RepTrak’s 2012 country reputation survey, Canada is ranked the country with the best reputation in the world. The survey, released on 6 September polled 36,000 people in four main categories: trust, admiration, respect and affinity.

The RepTrak honour is not just nominal. The ability to promote a country as a brand is strengthened by ranking highly on the RepTrak list. Having a strong reputation tends to translate to increased tourism, investment and other economic benefits.

“A country’s brand and reputation are shared by a wide range of factors including history, products, environment, foreign policy, even its famous stars and cultural exports,” Reputation Institutes executive partner, Nicholas George Trad says. “In Canada’s case, think Steve Nash...He is the perfect brand ambassador for Canada: down to earth, yet incredibly successful – just like the country.”

RepTrak notes that other top-ranking countries, particularly in Scandanavia, are ranked highly for their stability and democracy, strong economy and good civil services.

On the other hand, China and the US came in at 43 and 23, respectively, as is their wont as economic powers. The UK ranked 14th and is followed by Ireland. The only Asian country in the top 15 is Japan, at 12th. Countries involved in the eurocrisis have largely maintained their 2011 position, with the exception of Greece which has dropped 17 places.

Canada is not just a one-off winner. It was also named to have the world’s best reputation in 2011.