The UK falls from second best country to fifth in the world – Germany retains top spot

Ipsos’s Nation Brands Index ranks countries on their national image and reputation. The rankings take into account, among other criteria, the public image of products from a country, a country’s culture, friendliness, government and quality of life.

So was the UK’s sporting excellence and contemporary culture.

UK education also had a good reputation globally.

Where the country fared less well was on People and Governance.

The friendliness of Britons was in question, and so was the UK’s protection of the environment.


In the top spot was Germany.

The country has claimed the title of “best” country seven times overall, and fifth year in a row.

Its reputation for Exports, Immigration and Investment, Governance and Culture saw the country make the top two in every category.

Most people in the world felt positive about German products and businesses, employing German people and the Government’s work to fight poverty.


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