Reputation matters and this list of 11 Countries with the Worst Reputation in the World, tries to bring this matter to light. For understanding how much reputation matters, just think, would you trust investment advisory by Warren Buffet or you would trust your hard earned money with Goldman Sachs? Would you be interested in owning the handset from your favorite brand or you would rather buy just any other handset in the market? Why is that we choose one product over the other, even when sometimes all other physical and tangible parameters are almost equivalent? The answer to this question lies in perception of buyers towards a certain product or company. Something which has made companies spend billions of dollars in order to build images which can influence buyers’ decision. (According to an agency report it is estimated that the global ad spend would be $ 540 USD in 2015). With product differentiation becoming almost insignificant, companies are relying more in building favorable reputations in the market space. Building such a reputation takes years and continuous efforts in the way companies communicate with their target group.
With the world becoming a global village and world trade increasing many folds, reputation of a nation takes centre stage. Today, many countries depend on foreign investments and technology, as well as revenues from tourism and intellectual capital by way of expatriates. An investor from USA would invest in Asia only if he/ she is assured about getting good returns without considerable risk. A tourist would visit a country only if he/ she feels it is safe enough to roam around in that country, apart from that country having good tourist locations. Keeping in view these factors, every nation is now actively undertaking, building, managing and maintaining their national reputation also called as Nation Branding. For example, Government of India has engaged world renowned Ogilvy and Mather to manage its Incredible India campaign aimed at projecting India as a favored tourist destination. Every nation is aware of the fact that a negative reputation can adversely affect its international relations as well as its economy.
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This article tries to list 11 Countries with the Worst Reputation in the World. There are many studies and methods for measuring reputation of a nation. Furthermore, reputation being a perceptive measure, every individual would have different versions about reputation of a nation based on his/ her assessment. This article ranks countries based on the following parameters
1. Infrastructure – score based on the level of infrastructure developed in that country. The countries are ranked based on the Logistic Performance Index (LPI) published by World Bank. Out of the total 160 countries surveyed by World Bank, the average score of the index is 2.76
2. Safety of Women – Score based on treatment given to the women in terms equality, education and freedom. This is based on a scale prepared by Newsweek/ dailybeast and the countries are ranked out of 165 countries surveyed.
3. Ease of doing business – World Bank ranks countries based on various parameters and assesses each country for the way domestic business is conducted. The ranks are out of a total of 189 countries surveyed by the World Bank.
4. Corruption – The country as given scores based on their ranking in the Corruption Perception Index for 174 countries surveyed, published by Transparency International
5. Governance – Each country is scored based on the ability of respective government to maintain law and order within the country as well as protect the rights of its citizens. These rankings are based on the information provided in the Worldwide Governance Indicators for 215 countries a project undertaken by World Bank. This report gives percentile ranks to each country between 100 (highest rank) and 0 (lowest rank)
6. Tourism – One of the most important factors in understanding the reputation of any nation is based on the rankings given by country brand ranking by Bloom Consulting.
A total 41 countries were studied with respect to their individual rankings/ scores against each parameter. Thereafter based on the weight-age given to each parameter, a comprehensive score for each country is calculated. Countries are ranked as below with decreasing reputation. Some of the factors like ideologies and culture though have an impact on the nation’s reputation, the same have not be considered under the ranking system due to their highly subjective nature. Another article focuses specifically on parameters related to quality of life ranks 11 Countries with the Worst Quality of Life.
It is interesting to note that some countries, given their notorious past, won’t even be on this list. For example Cuba with its drug cartels, or Venezuela which is ranked very high on corruption. Even country like Iraq just misses the cut, because of its relatively better position with respect to the other countries on the list. However, it should be noted that the rankings, though about reputation, takes into account quantified scores for each country under each of the parameters. Here is the complete list.
11. Guinea
| Infrastructure (LPI) | 2.1 |
| Treatment towards Women | 155 |
| Rank Corruption Perceptions Index | 145 |
| Ease of Doing Business | 169 |
| Rule of Law Index | 4.74 |
| Tourism | – |
This country, in the West Africa, is rich in natural resources however scores very low on every parameter under this survey. Even under the Human Development index this country ranks at 179th out of total 187 countries. The Ebola outbreak in the year 2014 further deteriorates the reputation of this country.
10. Guinea-Bissau
| Infrastructure | 2.29 |
| Treatment towards Women | 152 |
| Rank Corruption Perceptions Index | 161 |
| Ease of Doing Business | 179 |
| Rule of Law Index | 1.90 |
| Tourism | – |
This country is located in the Guinea region neighboring Guinea and Senegal. The country ranks towards the bottom in terms of doing business and also is perceived to be a corrupt nation. This country also has one of the lowest per capita nominal GDP of USD 585 as per the International Monetary Fund report 2014.
9. Sudan
| Infrastructure | 1.9 |
| Treatment towards Women | 156 |
| Rank Corruption Perceptions Index | 173 |
| Ease of Doing Business | 160 |
| Rule of Law Index | 9.48 |
| Tourism | 139 |
This country in the North Africa neighbors Egypt, Ethiopia, Chad, Libya and South Sudan. It is an ecologically diverse country having one side lined up by the Red Sea. It has a varying geography including desert on its northern side and forest in its south region. This country though is famous for its vast plains and rich wildlife, this country is also infamous for its internal conflicts, very poor human development and high corruption.
8. Central African Republic
| Infrastructure | 2.5 |
| Treatment towards Women | 148 |
| Rank Corruption Perceptions Index | 150 |
| Ease of Doing Business | 187 |
| Rule of Law Index | 0.47 |
| Tourism | – |
This country has consistently ranked lower in all parameters for ranking countries being the least reputed in the world. Ranked 150th among the 174 countries on corruption perception, this country is also facing long era internal conflicts and civil war. This country ranks 185th out of 187 countries on human development index.
7. Chad
| Infrastructure | 2.33 |
| Treatment towards Women | 165 |
| Rank Corruption Perceptions Index | 154 |
| Ease of Doing Business | 185 |
| Rule of Law Index | 5.69 |
| Tourism | – |
Chad is an ethnically and geographically diverse country in central Africa. However even after being naturally endowed with resources, this country is stricken with violence and political instability. The country ranks very high on corruption. Even though this country is not ranked for tourism, given its lack of adequate infrastructure, high corruption, and low human development, this country surely would rank towards the bottom few on the tourism scale.
6. Uzbekistan
| Infrastructure | 2.01 |
| Treatment towards Women | 58 |
| Rank Corruption Perceptions Index | 166 |
| Ease of Doing Business | – |
| Rule of Law Index | 11.37 |
| Tourism | – |
One of the two countries from Asia and only second country outside of Africa to be listed on 11 Countries with the Worst Reputation in the World, Uzbekistan is located in the central Asia. Though it ranks better in terms of treatment towards women, this country is troubled due to very poor infrastructure, and high corruption. Many of the international agencies concerned with human rights rank Uzbekistan negatively on civil and human rights. Most of the government policies stifle development of the private sector in terms of economic activities, with an effort by the government to have absolute control over its economy.
5. Libya
| Infrastructure | 2.29 |
| Treatment towards Women | 132 |
| Rank Corruption Perceptions Index | 166 |
| Ease of Doing Business | 188 |
| Rule of Law Index | 6.16 |
| Tourism | – |
This country, located in North Africa, ranks lowest in almost all of the ranking parameters and has been ranked low at 188th among 189 countries for ease of business. This country is highly affected by political instability and wars have raged on for a long time. This country was all over the media during 2011 after its dictator Muammar Gaddafi who ruled the country since 1969 was thrown out and killed by the rebels.
4. Eritrea
| Infrastructure | 1.68 |
| Treatment towards Women | 131 |
| Rank Corruption Perceptions Index | 164 |
| Ease of Doing Business | 189 |
| Rule of Law Index | 5.21 |
| Tourism | – |
This country situated in the north of Africa, is poorest in terms of doing business. The country is in long state of war with its neighbors Ethiopia and Djibouti. The poor state of infrastructure and very high gender inequality marks this country one of the most infamous in the world. With its ongoing war with Ethiopia, this country surely is not for the regular tourists.
3. Congo, Dem. Rep.
| Infrastructure | 1.83 |
| Treatment towards Women | 162 |
| Rank Corruption Perceptions Index | 154 |
| Ease of Doing Business | 184 |
| Rule of Law Index | 2.84 |
| Tourism | – |
The country located in the central Africa is surrounded by equally troubled nations like Rwanda, Central African Republic, Zambia, etc. Ranked very poor on infrastructure development (according to a World Bank report, this country would not be able to meet its infrastructure targets for next 31 years), this country ranks 184th among the 189 countries in terms of ease of doing business. Congo ranks at 186th among the 187 countries on Human Development index.
2. Afghanistan
| Infrastructure | 1.82 |
| Treatment towards Women | 164 |
| Rank Corruption Perceptions Index | 172 |
| Ease of Doing Business | 183 |
| Rule of Law Index | 1.42 |
| Tourism | 159 |
A country located in South Central Asia, Afghanistan has a long history. However, the 2001 invasion by allied forces to eliminate Taliban and further internal conflicts has devastated the state of this country. Even though the US led massive efforts to rebuild the infrastructure in this country, Afghanistan still has a very poor score on the infrastructure index. Furthermore this country ranks poor in every ranking criterion. Crime against women is a measure concern in this country with recent efforts by the government to undo progressive reforms made to the laws for protection of women. Even though gifted with illustrative history this country remains low on attractiveness for tourists due to its internal conflicts and terrorism.
1. Somalia
| Infrastructure | 1.5 |
| Treatment towards Women | |
| Rank Corruption Perceptions Index | 174 |
| Ease of Doing Business | |
| Rule of Law Index | 0.00 |
| Tourism | – |
The worst country by reputation in the list of 11 Countries with the Worst Reputation in the World, has a score of 0 (zero) on Rule of Law Index. Add to that a very poor infrastructure (it is estimated that only 10% of the roads in Somalia are paved), very high corruption and a very low per capita income of USD 600, makes this one of the least reputed countries in the world. Not to mention the ongoing civil wars that has done nothing good for this east African country. Somali pirates is another notorious example of the country’s failed law and order.
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