The Business of National Reputation

David Reibstein, Wharton marketing professor and lead researcher behind the 2026 Best Countries Index, discusses how a nation’s reputation influences investment, tourism, trade, and global influence. Drawing on data from more than 15,000 respondents worldwide, Reibstein explains why Switzerland continues to rank among the world’s most respected countries, why the United States fell out of the top 10 for the first time, how perceptions of AI differ across the globe, and why countries increasingly need to think like brands in a competitive global marketplace.