Reputation Lab took part in the 2025 edition of City Nation Place Global, the leading international forum on country branding and national reputation, held in London on November 5 and 6.

Partners Fernando Prado and Leonard J. Ponzi, Ph.D., presented the session titled “Understanding how key touchpoints can strengthen or weaken a country's reputation: Insights from RepCore Nations 2025,” where they shared the main conclusions from the RepCore® Nations 2025 analysis—Reputation Lab’s benchmark model for evaluating countries’ reputations on a global scale.

During their presentation, they explored how a nation’s reputation directly impacts its economy, global influence, and ability to attract tourism, investment, and talent.

One of the key topics addressed in the session was the role of touchpoints—such as tourism, international media, trade relations, and cultural exposure—in shaping global perceptions of a country. The findings from RepCore® Nations 2025 show that direct experiences, especially tourist visits, have a dual impact: they generate immediate economic value and reinforce the country’s reputation.

The session also highlighted how international news can have a decisive—and often negative—effect on national reputation by amplifying unfavorable perceptions or reinforcing existing stereotypes.

Among the most relevant conclusions, the speakers emphasized the importance of strategically managing touchpoints and international public expectations as a tool to protect and strengthen national reputation, thereby generating sustainable economic and social value.