Reputation Lab Explores the Economic Value of Country Reputation at City Nation Place Global 2026
Fernando Prado presented new insights from RepCore Nations 2026 in London, exploring the role of reputation in a world increasingly dominated by hard power and its economic value for countries and companies.
London, November 4, 2026. Reputation Lab participated in City Nation Place Global 2026, an international forum for place branding professionals, where Managing Partner Fernando Prado delivered a presentation entitled “What a Country’s Reputation Is Worth.”
Drawing on RepCore Nations 2026, based on more than 124,000 country ratings collected across 36 markets, the presentation addressed three fundamental questions: Does reputation still matter in today’s geopolitical environment? How does it create economic value? And who is responsible for building it?
Does Reputation Still Matter in a World of Hard Power?
As the international order becomes increasingly fragmented and power politics gain prominence, the role of reputation and responsible leadership may appear less relevant.
However, the findings from RepCore Nations 2026 suggest otherwise.
Despite the growing use of economic and military power in international relations, Ethics & Responsibility remains the most important dimension driving country reputation among G7 audiences.
Furthermore, Reputation Lab’s analysis of four years of country reputation data, combined with international tourism and foreign direct investment statistics, shows that each additional reputation point is associated, on average, with a 7.2% increase in the value of tourist arrivals and a 1% increase in foreign direct investment.
Even in a world of hard power, reputation continues to generate influence, preference, and economic value.
Reputation Pays Twice
One of the central messages of the presentation was that country reputation creates economic value through two complementary mechanisms: the price premium and the risk premium.
A stronger country reputation increases consumers’ willingness to pay more for its products and services. Reputation Lab’s new Made-In Score helps explain how perceptions of a country’s origin translate into commercial value.
At the same time, better country reputation is associated with lower sovereign risk premiums and financing costs, with benefits that extend to companies.
As the presentation summarized: “Reputation pays twice: you get paid more, and you pay less.”
Building Reputation Is a Shared Responsibility
The presentation also highlighted the important role of companies in shaping their country’s reputation.
RepCore Nations 2026 shows that direct experiences, particularly visiting a country, doing business with its companies, and purchasing its products, are among the strongest contributors to reputation.
Companies not only benefit from their country’s reputation; they also help build it.
These findings reinforce the importance of collaboration between public institutions and the private sector in managing country reputation as a strategic economic asset.
Ultimately, country reputation is not built by governments alone. It is shaped by the actions and experiences of companies, institutions, and citizens, making its management a shared responsibility.