29 June 2013 / reputation management /

Belgium maintains its strong reputation abroad

27 June 2013 - Today, the Reputation Institute, of which akkanto is the exclusive associate for Belgium, released the results of the Country RepTrak®, an annual study designed to measure and assess the reputations of 50 countries around the world. Belgium scores 67.1, coming in 13th place, outperforming countries like the United Kingdom, Japan, France, and the U.S. Belgium obtained a similar score and ranking in 2012. For the third consecutive year, Canada ranks first with a score of 76.6, and is followed by Sweden and Switzerland.

Walter Gelens, Partner at akkanto, comments: “The stability of Belgium’s reputation abroad is extremely valuable, especially in times of crisis and austerity. Here at home, we are not always aware of our strong reputation. It is an important asset that we do not take advantage of. Apart from being aware of our perception abroad, understanding the key drivers behind our good level of reputation is vital. Belgium should put everything in place to manage its solid reputation in a systematic and organized way, securing a sustainable and long-term success.”

Additional top trends of this year’s Country RepTrak® include:

  • Greece, Saudi Arabia, Italy, Pakistan, Nigeria and Portugal registered the biggest increase in reputation scores compared to 2012.
  • China, UAE, India, Argentina, Spain and South Africa experienced the biggest drops in score and ranking this year.  


The Country RepTrak® 2013 study was conducted in January-March 2013. Consumers in each of the G8 countries (Canada, France, Germany, Italy, Japan, Russia, UK, and USA) rated 50 country brands. More than 27,000 citizens participated in the study.

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Global press release

pdfRepTrak Global Release