Latest News

In which countries of the world are the companies with the best reputation?

In the top 5 of Zwan’s ranking of 35 countries worldwide, 4 are European. Itay 32nd, USA just 21st. Davide Ippolito (CEO Zwan): “Italian companies must adapt to the new global standards. The main critical points are in the management of careers, salaries and diversity”.

Iceland is the country where companies have the best reputation in the world. This was established by the analysis carried out by Zwan, a company specializing in corporate reputation, through the Reputation Rating algorithm, which weighs and measures the size, certifying a series of objective and subjective parameters, through blockchain technology.

Next in the rankings are Norway, Sweden, New Zealand and Switzerland, which make up the top quintet of the 35 major world countries analyzed (these are 4 out of 5 European nations). Great Britain ranks 12th, while the United States of America must “settle” for 21st place. Unfortunately, from this study do not emerge positive results for Italy, only in 32nd position, at the fourth last place of the classification.

In which countries of the world are the companies with the best reputation?

Not surprising, however, are the other top positions, which from 6th onwards are occupied by other nations commonly judged “virtuous”, already known for their high innovation and quality of life: Finland, Denmark, Germany, Holland and Canada. Zwan’s analysis, therefore, seems to prove a relationship between quality of life, digitalization and business reputation in the countries analyzed.

In the study, which examines the three-year period 2017-2020, the different aspects that make up the reputation were examined, not only in terms of brand image as perceived by stakeholders. In detail, an analysis was carried out cross-referencing some of the fundamental characteristics that affect the Reputation of companies at a global level:

  1. work-life balance in the company
  2. Quality of the working environment
  3. Gender Gap
  4. Culture & Diversity (more broadly understood as racial, religious, …)
  5. Workplace & Cyber-security
  6. Perceived quality of “Made-in” products
  7. Company reputation (most closely related to the image of companies)
  8. Career management
  9. Business innovation
  10. Average salaries in companies across the country
In which countries of the world are the companies with the best reputation?

Reputation Rating is an independent and superpartes project – explains Davide Ippolito, Ceo of Zwan and co-founder of Reputation Rating – that was patented, and allowed us to cross public certificates and official statistical researches (Bloomberg, Ocse, Oecd, ILO, …)“.

Italy, unfortunately, was found to be almost the tail-end at 32nd place, recording negative performance in career management, average salaries and diversity management. – Joe Casini, co-founder of Reputation Rating, adds – Instead, among the most positive parameters seems to be the perception of the quality of Made-in-Italy products, for which Italy ranks 7th among the 35 analyzed. There is also much work to be done on the quality of the working environment, where Italy ranks 28th. What is surprising, however, is the position of the United States, which ranks only 21st, mainly due to the Gender Gap and Work-Life Balance, assets that have counterbalanced the positive performance found for the other characteristics“.

In which countries of the world are the companies with the best reputation?

Companies must adapt to the new development criteria that see Reputation as an essential capital of the Third Millennium. For long-term profit, we need to look beyond profit and have sustainable and acceptable behavior. Stricter rules are needed so that our country too can soon adapt to the standards of other world powers” concludes Davide Ippolito, author of the book “Reputation Capital of the Third Millennium“.

The full research is available at Mediolanum Publishers outlets. Learn more about the methodology at


Inserisci i tuoi dati qui sotto o clicca su un'icona per effettuare l'accesso:

Logo di

Stai commentando usando il tuo account Chiudi sessione /  Modifica )

Foto Twitter

Stai commentando usando il tuo account Twitter. Chiudi sessione /  Modifica )

Foto di Facebook

Stai commentando usando il tuo account Facebook. Chiudi sessione /  Modifica )

Connessione a %s...