. “Sweden has done well communicating through one team, and that is super difficult to do,” Georges Trad says. “Many countries have challenges with messages being thrown out there.”
When measuring a country’s reputation, RI considers whether the nation in question has an advanced economy, an appealing environment and an effective government. In the past, characteristics such as beauty, culture, friendliness and lifestyle have played a central role in determining the general public’s perceptions, but this year another factor has emerged as a driving force. “The desire for effective government is becoming disproportionately more important,” Hahn-Griffiths says.
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