There will be spoilers from some novels and the latest patch so if you don't like them, don't read this list.
this is my PERSONAL opinion
10.) Archmage Modera
To many, Modera is just a quest NPC, but to lore enthusiasts, Modera is a familiar face in many books. As one of the Six, of the Kirin Tor, she is one of the most powerful archmages in the land. It was Modera and her compatriot mage, Drenden who discovered that Lord Daval Prestor was actually Deathwing himself.
Her power is so formidable she can take on Blue Dragons without hesitation in defense of Dalaran. As a neutral and highly pragmatic individual, Modera was also supportive of the Blood Elves (Sunreavers) joining the Kirin Tor despite their shady past with Arcane Magic.
Overall Modera is a veteran of many wars, and as a key member of the Six, has a powerful voice when it comes to Dalaran’s influence in the world.
9.) Lady Liadrin
Liadrin was a Priestess who became a Paladin or Blood Knight, and saved her people from a lost purpose. First of the Blood Knights, Lady Liadrin was once a priestess of light. However when times got desperate during the Undead Invasion and seeing the light had almost abandoned the High Elves, Liadrin participated in creating the Blood Knights from siphoning the Light powers of the Naaru, M’uru. Liadrin helped usher in a new rise for the Blood Elves.
Considering that she lead the Blood Knights, she was head of her effective own military order within the Kingdom of Silvermoon. But she saw the “light” as it were after Prince Kael’Thas Sunstrider betrayed her people and left them leaderless. Liadrin lead her people and the Blood Knights to get aid from A’dal and the Sha’tar.
Liadrin was vital in the creation of the Shattered Sun Offensive, forming the first cooperative group of Alliance and Horde forces, both Scryers and Aldor in fighting the Burning Legion. This shows a remarkable level headness for Liadrin to put aside her differences with the Aldor and the Draenei for a common cause, certainly marking a kick-!@# moment for her.
Once the most powerful magic user in the world, Aegwynn was the Guardian of Tirisfal who actually fought Sargeras directly. Though later it turned out to be just one of his Avatars, she did manage to defeat him in battle in the cold mountaintops of Storm Peaks.
Taking on Sargeras himself is definitely kick-$%^ worthy, but where she sits on the lower part of this list was that she decided to neglect her orders from the Council of Tirisfal and refused to hand her powers back to them, instead deciding herself to pass them to her son, who was already being possessed by Sargeras himself, triggering the invasion of the Orcs and all the hell that came afterwards.
Her own selfishness and arrogance lead to much of Azeroth’s suffering, but that doesn’t negate the fact that she was willing to battle the Dark Titan himself, and also slay many demons in the process.
Aegwynn’s reputation would be somewhat rehabilitated when she became Jaina Proudmoore’s advisor and later discovered her grandson Med’an. She would sacrifice herself to save his life in a battle against Cho’gall, giving her and her legacy somewhat of a higher rating than what would have been before.
7.) Jaina Proudmoore
Some would protest why she is only 7th on this list. Well her recent actions have lead many to think of her as a seriously damaged person. Had Jaina’s reputation been marked right as the Cataclysm ended she would nearly be at the top of this list.
Jaina’s reputation as a wise leader and powerful mage are some of the greatest in the land. Ruling Theramore right on Orgrimmar’s doorstep and avoiding war was one of the most difficult tasks she had to face and yet she managed to maintain a strong friendship with Thrall and the Horde while still maintaining neutral. She was also from a powerful family, the Proudmoores of Kul Tiras and didn’t let that get in the way of her defending her people.
She was even willing to defy her father by refusing to cooperate with him when he tried to attack the Orcs, and even sided with the Orcs realizing that it would have lead to slaughter.
However later after the Cataclysm, after the destruction of Theramore and the butchery of many of her friends by Garrosh Hellscream, Jaina thought of nothing less than pure revenge and was ready to destroy Orgrimmar in retaliation but thankfully intervention from Kalec and more importantly her friend Thrall, she stopped.
It was thought, that Jaina would become the same person she was, and for a time, after returning to Dalaran she did see the cooperation of Horde and Alliance as a beacon of hope for the future.
However when Garrosh used spies to infiltrate Darnassus and steal the Divine Bell from the Night Elves by using the Sunreavers, Jaina lost her cool again and removed the Sunreavers from Dalaran by force, killing many in the process. She pledged the Kirin Tor to the Alliance side, despite even King Varian’s decision to do this diplomatically not by force.
Jaina’s recent actions have seriously harmed her popularity which is why she’s low on the list. Moral integrity and compassion are also just as important to being Kick--*!, and her recent actions have damaged that.
Former Aspect of Dreams, Ysera is Alextraza the Life Binder’s sister and one of the most powerful dragons in the world.
She is the matron of the Druids and in her own right an extremely powerful sorceror by virtue of being one of the former Aspects. And as leader of her own flight, she certainly has raw power itself.
Where Ysera looses points is by a fault in her own character and duties. She is constantly between the Dream World and the Real World, which is not her fault but stops her from taking a more active participation in the issues of the world beside her other aspects. Despite this, she is still just as loving as her sister and brave as well.
During the Cataclysm, Ysera herself took active defense in the world tree and the destruction of Deathwing. Even Alexstraza despite her own power could not have done it without the assistance of Ysera and the other dragonflights.