“Ukraine has increased by the 26th position among the 60 largest economies of the world by rating of reputation, bypassing the average G7 countries, according to the research of Reputation Lab. Although the international image of Ukraine is mainly based on emotional evaluations, not on logical indicators, it opens unique opportunities for Ukrainian business. Each additional item in reputation index is converted to +7.2% of income […]”, – WRITE: Businessua.com.ua
Ukraine has increased by the 26th position among the 60 largest economies of the world by rating of reputation, bypassing the average G7 countries, according to research reputation Lab. Although the international image of Ukraine is mainly based on emotional evaluations, not on logical indicators, it opens unique opportunities for Ukrainian business. Each additional item in the reputation index is converted to +7.2% of tourism income and +1% increase in foreign direct investment. Why urgently turn an emotional credit of trust in Ukraine into money. Analysis of the research of recutation lab from the head of the Brand Ukraine Maria Lipyatskaya.
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The International Consulting firm Reputation Lab, at request Brand Ukraine, conducted a unique international study – the first comprehensive international assessment of Ukraine’s reputation in the world. The research, based on the Repcore® Nation 2025 methodology, has covered 21 countries – from the US and Japan to India, China and Nigeria – and analyzed the emotional, rational and behavioral aspects of Ukraine’s perception. Not only is it distinguished by the strengths and driving factors of our reputation, which we need to pay attention to, but also identifies weaknesses and possible risks to consider business and the state.
This information will be useful for Ukrainian companies seeking new markets or attracting foreign investments.
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Strengths: Ukraine love and respect Ukraine Ukraine ranked 26th in the world rating of reputation economics-it became the 26th among the 60 largest economies. During the year we rose to five positions by surpassing the average of countriesG7 countries (Seven Group) – This is the unification of the seven largest developed economies of the world: USA, Japan, Germany, United Kingdom, France, Italy, Canada.
“Data-Title> G7.
Global reputation rating of countries for 2025. Ukraine – in the 26th place in the reputation rating among 60 major economies of the world Photo research repetition lab: reputation of Ukraine in the world
Ukraine’s reputation in the world is average. Our Repcore = 51.6. These are more than rational indicators (43.2), so we are better treated than “dry numbers”.
We summon admiration, respect and trust. This positive emotional element is a stock of trust that can be transformed into investments, foreign economic agreements and tourist flows.
However, there is one important “but”: since our reputation is mainly based on emotional evaluations, any information-positive or negative-instantly affects Ukraine’s perception. This is an unreliable base for the future.
Rational Assessment Against Reputation: Emotional Hare 2025. Ukraine’s emotional impression requires a stronger rational basis Photo research repetition lab: reputation of Ukraine in the world
The strongest sides of Ukraine’s reputation:
- respect for human rights;
- educated and reliable people;
- amity;
- leaders they trust;
- devotion to the international community.
Geography of trust: where Ukraine perceives the best The study revealed significant differences between regions:
- NATO and partner countries (USA, Canada, United Kingdom, Japan, Turkey) evaluate Ukraine’s reputation higher.
- In the countries of the global south, the level of trust in Ukraine is lower. Our reputation has received poor grades in China and Russia.
For Ukrainian business it means It: It is easier to enter the markets that already support us: United Kingdom, Canada, USA, Japan, Turkey, India.
NATO and partner countries (USA, Canada, United Kingdom, Japan, Turkey) estimate the reputation of Ukraine higher, while in the countries of the global south the level of trust in Ukraine is lower. Photo research repetition lab: reputation of Ukraine in the world
Impact on investment and export The data obtained from the research LAB confirms: +1 points in the reputational index corresponds to +7.2% of tourism income and +1% increase in foreign direct investment.
For business it means:
- The country’s reputation directly affects contracts and partnerships;
- Interest in Ukrainian goods in the world is increasing;
- Strong brand “Ukraine” and positioning Made in Ukraine adds value to commercial brands;
- In war, investment risks are reduced by trust in human capital and transparent management.
Assistance: Comparison of Ukraine with an international average. The war is a barrier to gain potential benefits from Ukraine’s reputation. Photo research repetition lab: reputation of Ukraine in the world
Challenges: What is holding us back Despite the positive trend, there are the following weaknesses:
- Safety and business climate are the main vulnerable places for Ukraine;
- quality of life and level of development are estimated below the average;
- The absence of well -known companies and brands is a reputational disadvantage for the country.
In other words, the world supports us, but rational arguments do not yet correspond to emotional perception.
The strengths and weaknesses of Ukraine. Safety and business climate-Achilles’ Fifth. Photo research repetition lab: reputation of Ukraine in the world
What does it mean to Ukrainian business The international reputation of Ukraine in G7 countries is moderate but increasing. Business has a unique window: interest in Ukraine remains high, trust increases – this is a good moment to enter new markets.
Ukraine’s perception varies significantly between countries. It is impossible to create a single “universal message” for the whole world. Business should take into account the local context and adapt your strategies to each country.
A positive emotional background is our main asset. Ukraine is put warmer than rational data. This means that brands can get extra trust thanks to Made in Ukraine.
High awareness and media of Ukraine. Ukraine is already known and heard. For business, it is a chance to position yourself as part of “Ukrainian history” and use a powerful media background.
Key values that associate with Ukraine: strong leaders, human rights, human capital. Companies can focus their communications around these attributes.
The weaknesses of the brand of Ukraine: safety, business climate, lack of well-known brands. This means additional reputational risks to foreign partners. It is important for Ukraine to compensate for this transparency, understandable rules of doing business and personal trust.
The level of support (investment, tourism, education) remains lower than the potential. Demand for the Ukrainian present, but it is postponed until the end of the war. Business should prepare in advance: to build a reputation and a business relationship from the beginning.
The internal reputation of Ukraine (that is, the assessment of the reputation of Ukraine by the Ukrainians themselves) is excellent. Ukrainians are the best ambassadors of their country and business. The use of this potential in B2B and B2C communications can be a competitive advantage.
Strong international reputation – money, new markets, investments Reporting Lab research data confirms that a strong international reputation is not an abstract concept. It is real money, new markets, investments.
Ukraine as a country should benefit from it, and business should use a national reputation as its own strategic resource.
However, to make it possible, Ukraine needs a long -term strategy for brand and reputation. It is not only a government or civil society. Business should become an active participant in this process because it receives direct economic benefits.
We need a strategy for long -term work on the brand and reputation of a country that unites the government, business and civil society. Business should be an equal participant in this transformation, as it will only get tangible economic results.
The reputation of Ukraine is not an “additional” or “unimportant” thing and not exclusively the matter of the state. It is an important issue in our national security, economic growth and role in the world. Today we have a unique “trust credit” from the international community. The next step is to fill it with real meaning: transparency of management, strong human capital, a stable business environment and the responsible position of Ukraine on the world stage.
Time does not work on us. It is necessary to work on the brand and reputation of Ukraine systematically, strategically and – most importantly – immediately.
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