Do National Green Reputations Matter? The Global Green Economy Index and Implications for Stakeholders in the Green Economy

Abstract

As the field of nation branding and country reputation management evolves, so do the tools available to country brand managers for measuring and evaluating the success, or lack thereof, of their strategic and tactical efforts. Up to this point, measurement frameworks employed different methodologies to look at generalized conceptions of country “brands” or “reputations”. In this chapter I introduce the point of view, methodology and results related to the Global Green Economy Index (GGEI), a specialized product designed to assess both the perceptions and performance of 27 national green economies. I will argue that green reputations are an increasingly important factor defining overall country brands and, as a result, national and city leaders face a growing incentive to improve upon or consolidate their “green” reputations.