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New Zealand Ranks Fifth in Global Reputation Survey

New Zealand Ranks Fifth in Global Reputation Survey


New Zealand has one of the top five reputations in the world in the eyes of the globe's leading nations[1] according to new research released this week.

The CountryRep study, produced annually by the Reputation Institute in conjunction with Australian research consultancy AMR, shows that New Zealand ranks fifth overall for its reputation, trailing behind Canada (1st) and Sweden (2nd), Australia (3rd), and Switzerland (4th). It is the first time New Zealand has been included in the annual research which measures the reputation of more than 50 countries. More than 42,000 residents of G8 nations were surveyed as part of the research.

The study revealed New Zealand’s strength lay in the country's physical beauty, ranking 4th out of all countries judged. Residents of the G8 nations polled in the research also ranked New Zealand in the top ten for being an enjoyable country and offering an appealing lifestyle.

The G8 populations also ranked New Zealand 4th worldwide on recommending the country as a place to live, and 5th in recommending it as a place to visit and to work.

The research also showed New Zealanders have no lack of confidence in their own country; in the area of self-image, New Zealanders are more positive about themselves than any other nation included in the survey. Australians came in second, with residents of Greece the most self-critical, coming in last among the countries assessed.

AMR's Reputation Practice Director and General Manager Oliver Freedman said the survey showed that New Zealand has performed exceptionally well and is very positively viewed across the globe.

"New Zealand has a strong profile overseas and is its reputation is consistent across multiple measurements," he said.

"In order to continue this strong perception New Zealand would do well to focus on its social areas such as its commentary on world events, and involvement as a global citizen."

Other results showed that the USA only ranked halfway in the overall rankings while Pakistan, Iran and Iraq were seen as having the least favourable reputations among G8 nation residents.

About the study: Produced by the Reputation Institute in conjunction with research consultancy AMR the global Country Reputation Index measures the reputation of more than 50 countries across the globe among residents of G8 nations; Canada, France, Germany, Italy, Japan, Russia, UK, USA.

"Reputation" is measured by the degree to which people: * Admire the country * Trust the country * Respect the country; and * Think the country has an overall good reputation.

Additional dimensions are also measured including physical beauty, lifestyle, government policies, effective government, business environment, contribution to global community, culture, technology, innovation and products and services among others.

As part of the research, 37 countries also rate themselves on a range of factors to give insight into self-image. Polling was conducted in January-February 2011, and data in Australia was collected by AMR.

About AMR: One of Australia's leading research consultancies, AMR regularly conducts reputation studies on corporations, countries and states. AMR gathers in-depth data and provides insight into reputation, and how it is measured and valued both in Australia and across the world.

AMR is part of STW Communications Group, Australia's leading marketing content and communications services group.
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