Australia has world’s third strongest reputation – but is weak for brands and innovation

Australia has the strongest reputation in the world as a beautiful country with an appealing lifestyle. But it is seen as a laggard for technology, culture and brands, according to a survey of 42,000 residents in G8 countries by AMR.

Overall, Australia has the third strongest reputation, behind Sweden and Canada – which came top. But for brands and innovation, Australia came 15th – the top three were Japan, Germany and the US.

New Zealand ranked fifth overall. Iran and Iraq came bottom.

In terms of self-image, Australians are very positive about their own reputation – second only to residents of New Zealand, who see
themselves more positively than any other nation in the world.

Oliver Freedman, reputation practice director and GM at AMR, noted: “The past 12 months have seen a number of events that had the potential to impact Australia’s reputation overseas, including a change in our prime minister, strong appreciation of the Australian dollar, and media coverage of the Queensland floods.”

“Our reputation continues to be extremely strong among the world’s leading nations. In fact, Australia is considered to be the most reputable country in the world by residents of the USA and Canada.”

The research was conducted online among people in Canada, France,
Germany, Italy, Japan, Russia, UK and the US between January and February 2011.



Sign up to our free daily update to get the latest in media and marketing