Rabat - While Morocco’s international reputation has somewhat evolved during the past couple of years, the kingdom’s political and institutional environment is still tarnishing its public image. A study entitled “Morocco’s Reputation in the World in 2017” run by the Royal Institute for Strategic Studies (IRES), ranks the kingdom as 35th from a total of 17 countries, with score of 59.3 points out of 100.
Rabat – While Morocco’s international reputation has somewhat evolved during the past couple of years, the kingdom’s political and institutional environment is still tarnishing its public image. A study entitled “Morocco’s Reputation in the World in 2017” run by the Royal Institute for Strategic Studies (IRES), ranks the kingdom as 35th from a total of 17 countries, with score of 59.3 points out of 100.
Is Morocco’s reputation an asset for the country’s economy or, on the contrary, does it affect its competitiveness? An important question to which the third edition of the report carried out by the IRES tries to answer by accessing the overall wealth of the kingdom as well as its intangible capital.
Focusing on the most relevant aspects of the image projected by Morocco to the citizens of the G8 countries, IRES and its partner the Reputation Institute highlight the correlation between reputation and the creation of the tangible economic value.
According to the report, it turns out that Morocco’s reputation “is higher than the world average – that of the 71 countries examined – in Russia, Mexico, India and the United States.” However, it is intermediate between Canada and the United Kingdom. On the other hand, it reaches the lowest levels in Spain, Germany, the Netherlands, Kenya, Nigeria, South Africa and Sweden.
The study also points out that the most positive assessments of Moroccan external reputation concern attributes related to quality of life such as the natural environment, friendliness and sympathy of the population, recreation and entertainment, and lifestyle. It is also related to institutional quality, in particular to the security and efficient use of resources. IRES’s study pointed out however, that the least favorable evaluations relate to the attributes of the “level of development,” particularly the education system,and the technology and innovation sector.
Overall, the study perceives Morocco as a “country to visit, to attend events or even buy good and services in.” However, “such a feeling is not expressed with the same intensity when it comes to studying in the Kingdom.”
When comparing Morocco’s reputation over the period of 2015-2017 as it is perceived in the G-8 countries with its internal reputation, IRES highlighted the fact that Morocco’s internal reputation is negative, compared to external reputation when it comes to the attributes relating to the education system, the use of resources, technology and innovation, the political and institutional environment, ethics, transparency and social being.
For the IRES, “these insufficiencies which may pose a real threat to Morocco’s internal as well as external reputation represent a serious challenge which needs to be addressed.”