Rabat – Morocco continues to be viewed favorably on the world stage, ranking among the top 30 nations for reputation according to a recent survey by the Royal Institute for Strategic Studies (IRES).
The 10th edition of the survey, conducted by the IRES’ Reputation Lab, a global leading research institution, assessed Morocco’s image among G7 countries and Russia. The findings were presented and discussed at a seminar held by IRES on July 9, 2024.
This ongoing research by IRES aims to not only measure Morocco’s strengths and weaknesses in terms of global perception, but also to identify strategic opportunities to enhance the country’s image.
Ultimately, a positive reputation can serve as a powerful tool to improve Morocco’s overall competitiveness and appeal.
The 2024 survey included new questions specifically gauging the impact of the Royal Initiative for Atlantic Africa, a Moroccan foreign policy endeavor.
While the concept of reputation might seem intangible, IRES emphasizes its undeniable importance. Reputation encompasses not just individuals and companies, but also institutions and even entire nations.
It’s shaped by perceptions, opinions, and experiences – both personal and collective.
“In today’s world, we operate in a ‘reputation economy,'” explains IRES, highlighting the significant role that perceptions play in stakeholder behavior. “The way companies, institutions, and countries are perceived influences the choices people make,” they add.
For example, choosing a brand often hinges on trust established through its reputation. Similarly, a company’s positive image can attract talented individuals seeking a desirable work environment.
In essence, one’s actions towards entities, from companies to countries, are often driven by the reputation they have cultivated.
This latest survey by IRES underscores the value of maintaining a positive global image, not just for Morocco’s standing in the world, but also for its ability to attract investment and talent.
