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As nations become increasingly strategic about managing their global reputations, policy makers and national leaders are faced with a growing set of variables through which their country "brand" is measured and evaluated. 

The emergent global interest in policies addressing climate change and fostering investment in new clean technology (cleantech) industries presents a compelling system around which country reputations can be measured.

Earlier this year, my firm led an effort to solicit feedback from policy makers, investors, and international communications experts to establish a system for evaluating national green reputations and ranking countries within them.

Through surveys, follow-up questions, small focus groups, and secondary research, this project produced the 1^st Global Green Economy Index which is being released this week.

This report focuses on four areas which makeup a country's green reputation:

1. International Leadership: To what extent are nations associated with green leadership on the international stage?
2. Clean Energy Technology Investment: From the perspective of a clean energy technology investment fund, which country presents the best investment target over the next ten years?
3. Domestic Policy Incentives: Which country has the most effective domestic policies in place to foster the development of clean energy technologies?
4. Tourism: Which country shows the strongest commitment to promoting green tourism?

Our results were both illuminating and surprising. A bloc of Northern European nations led by Germany, Denmark, and Sweden enjoy significant recognition for their international green leadership. These countries also stand out for having the right policies in place to foster the development of clean energy technologies. Survey respondents strongly valued the strength of these national policies in selecting country leaders.

Despite their large share of global greenhouse gas emissions, our survey showed that a majority of respondents perceived that the United States and China are actually under recognized for their green leadership. China also topped the list as the best investment target for a cleantech venture fund over the next year, followed by other large economies like the United States, Brazil and India. New Zealand dominated our survey as the undisputed leader at promoting green tourism within its borders.

But do green reputations, positive or negative, really influence politics and investment decisions? We believe that they do. 

Voters in elections throughout Europe have expressed interest in their leaders' role in international climate diplomacy and supporting the growth of clean energy markets domestically. These politicians benefit from successfully communicating their green merits to national constituents, as well as internationally.

The governments of Germany, Denmark, and Sweden should continue to cement their positions as green leaders on the international stage. The early leadership of these nations and the perceived success of their policies to date could increase their international clout as climate and cleantech issues grow in importance.

The investment community benefits from clear communication with public and private actors, who provide certainty about the scope of investment opportunities in their countries as well as the surrounding legal, regulatory and tax regimes that support them. Government efforts to form cleantech clusters in Finland and elsewhere are one successful strategy for focusing external capital and communications about investment targets and procedures under one roof. 

Other nations, like Israel and South Korea, were judged to have missed an opportunity to clearly communicate the vitality of their green activities.  Nations in this category have the most to gain from strategically communicating their green merits internationally in the next five years.

To read the 1^st Global Green Economy Index, please click here:
http://www.dualcitizeninc.com/ggei2010.pdf

Jeremy Tamanini is the founder of Dual Citizen Inc., a consultancy working with governments and international organizations on creative strategies to advance their policy and economic agendas.