Russia Country Performance, Brand Image and Reputation

Russia is without a doubt an important influencer in geopolitics. But how do the different indices evaluate Russia’s competitiveness in terms of doing business, attracting talent and sustainability? Here we give you an overview of Russia’s performance in the leading global rankings that give an insight into these topics with the data provided by TPBO partners and other respected institutions.

Let’s take a closer look at:

  • Russia’s soft power and brand strength
  • Its appeal to skilled labor, investors and visitors
  • The country’s global contribution to peace and wellbeing
  • How well it fares in terms of happiness and sustainability

Disclaimer: the data investigated in the following sections is based on reports which have been published prior to the political turmoil in the region.

Russia’s nation brand strength

How does Russia compare in terms of reputation and brand value globally?

In the U.S. News Best Countries 2023 ranking, Russia secures the 37th position, behind Poland (35th) and Israel (36th). Notably, Russia ranks best in the key factor of power (3rd) which evaluates military strength, export prowess and economic influences. However, the country struggles most in the open for business, (97th) and adventure (79th) factors. Russia’s overall positioning has dropped one position since 2022.

The Anholt-Ipsos Nation Brand Index (NBI) calculates its ranking based on averaging the scores of six different factors: exports, governance, tourism, culture, people and immigration, and tourism. According to the NBI 2023 ranking, Russia secures the 59th position, showcasing a drop of one position from the 2022 ranking.

Appeal to digital nomads, business, trade and travel 

What is the global perception of Russia as a destination for living, conducting business, and tourism?

As per the UNCTAD World Investment Report 2023, Russia’s inflows decreased as many companies divested due to the political climate of the country, from USD 39 billion in 2021 to a negative USD 19 billion in 2022.

The Bloom Consulting biannual Country Brand Ranking Trade Edition 2022-2023 assesses investment-related variables, emphasizing perceptions of a country’s trade-specific brand and evaluating branding performance. Regionally, Russia currently sits in 4th position, a jump of three positions from the previous ranking. Within Europe, Russia is placed between Germany (3rd) and the Netherlands (5th). Globally Russia secures the 11th position, an improvement in four positions.

In addition, the Bloom Consulting Country Brand Ranking Tourism Edition 2022-2023 places Russia at the 36th global position. Regionally, Russia now holds the 18th position, dropping two positions. Within Europe, Russia is placed below Denmark (17th) and above Finland (19th).

How “good” is Russia?

In the Caf World Giving Index 2023, Russia reached the overall position of 102nd, showcasing a drastic fall from the previous year where it ranked 30th. Such decline can be assumed to be directed related to the political circumstances present in the country.

In the Good Country Index, Russia currently holds the 54th position overall, with notable subfactors as follows: Science & Technology (24th) and Health & Wellbeing (25th). It’s worth mentioning that in 2022, Russia was ranked 47th, and in 2021, it held the 41st position; showcasing a negative trend. However, the country has improved in both the Science and Technology factor as well as the Health and Wellbeing factor.

According to the Economist Intelligence Unit (EIU) Democracy Index 2023, Russia ranked in the dark orange zone (2-3 range) with a 2.28 out of 10.

The 2022 Corruption Perception Index, ranks Russia 137th with a 28/100 score. It is tied with Mali and Paraguay. Russia’s score has dropped by one position since 2021.

The Sustainable Development Report 2023 ranks Russia 49th, it highlights that Russia continues to face significant and major challenges in quite a few of the 17 SDGs. However, some factors are on track and have obtained the SDG achievement; this includes, No Poverty, Gender Equality and Partnerships for the Goals are on track.

Environmental sustainability in Russia

How well does Russia perform in terms of environmental sustainability?

The 2022 edition of the Environmental Performance Index (EPI) ranks Russia 112th. The EPI analyzes the performance of 180 countries, scoring and ranking these countries on their environmental performance using the most recent year of data available as well as providing calculable changes in scores over the previous decade. Russia has experienced a change in score of positive 1.6.

Talent attraction and competitiveness

What are the conditions for talent attraction and retention in Russia?

The World Economic Forum Global Competitiveness Index 2019 edition placed Russia at the 43rd position among 141 countries. However, it’s important to note that an updated version of this report hasn’t been released in the past five years, and rankings may have shifted since then.

Russia, classified as a upper-middle income country within the European regional group, currently holds the 52nd position in the Global Talent Competitiveness Index 2023. Notably, Russia ranks best in the Grow pillar (31st) while the Attract pillar presents to be its biggest challenge where it ranked 84th.

Russia’s soft power

How strong is Russia’s soft power influence in the world?

According to Brand Finance’s Global Soft Power Index 2023, Russia has lost its place among the top 10 countries down to 13th place. Russia’s Reputation ranking, one of the main determinants of Soft Power, has fallen from 23rd to an abysmal 105th resulting in an overall Index erosion. It also now ranks 119th for the People & Values pillar and for the “good relations with other countries” attribute in International Relations.

Furthermore, global sanctions have caused the nation’s perceptions as “easy to do business in and with” to fall by 61 places and having “future growth potential” by 74 places.

Peace and happiness in Russia

Is Russia a happy and safe place to invest time and money in?

The Global Peace Index 2023 ranks Russia 158th, seeing a drop of three positions compared to last years’ index. Russia falls under the very low sector of the ‘State of Peace’ spectrum as defined by the Institute for Economics & Peace. This positioning is mostly due to the political climate currently present in the country.

The Institute for Economics & Peace similarly ranks Russia 35th in the Global Terrorism Index 2024 report, and its rankings has changed from the 43rd position in 2023, implying that Russia remains the country most affected by terrorism in the region.

Meanwhile, the World Happiness Report 2023 which displays the Ranking of Happiness based on a three-year-average 2020–2022 ranks Russia 70th.

Last updated in November 2023. More country profiles here.

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