Nation Brands Index 2008: Germany on Top, U.S. Seventh

The way a country is perceived can make a critical difference to the success of its business, trade and tourism efforts, as well as its diplomatic and cultural relations with other nations. In their 2008 Global Highlights Report, Simon Anholt and GfK Roper Public Affairs & Media take you inside the most recent findings from the Anholt-GfK Roper Nation Brands Index^SM.

Designed to provide members of the media, marketers, academics and governments with an inside look at the most recent NBI findings, the Global Highlights Report takes you inside this unique barometer of the power and appeal of a country’s ‘brand image’ as well as the six dimensions of national competence--Exports, Governance, Culture, People, Tourism and Immigration & Investment.

Of the 50 countries covered by this global study, how did yours rate? And why?

And The Best Overall Nation Brand Goes To....Germany!

Germany is viewed as the best overall “brand”, receiving the highest ranking of the 50 nations measured. The United States ranks seventh overall behind Germany, France, U.K., Canada, Japan and Italy, respectively. Familiarity-wise, the U.S. comes out on top: a majority, (91%) have at least some knowledge of the U.S. in general.

The index is based on a survey in which respondents from across 20 major developed and developing countries are asked to rate their agreement with statements about each nation. The statements cover six categories: Exports, Governance, Culture, People, Tourism and Immigration/Investment. The NBI ranking is based on the average of these six scores.

“The NBI is a report card for countries, measuring the world’s perception of each nation as if it were a public brand,” explains Simon Anholt, NBI founder. “Within the top 10 most positively perceived countries, the ranking reveals a strong correlation between a nation’s overall brand and its economic status.”

Adds Xiaoyan Zhao, Senior Vice President and director of the NBI study at GfK Roper Public Affairs and Media, “Much as a commercial brand relies on a favorable public opinion to sell products, countries depend on their reputation and image to bring in tourists, business, investment and other facets important to a nation’s financial strength and its international standing.”

Following are the top ranked countries in each category, as well as two additional countries with noteworthy positions on the list:

Culture Brand Ranking
1. France
2. Italy
3. United Kingdom
18. Egypt
20. India

Tourism Brand Ranking
1. Italy
2. France
3. Spain
13. Brazil
31. Turkey

People Brand Ranking
1. Canada
2. Australia
3. Italy
31. Russia
34. South Africa

Governance Brand Ranking
1. Switzerland
2. Canada
3. Sweden
22. United States
50. Iran

Exports Brand Ranking
1. Japan
2. United States
3. Germany
21. China
50. Nigeria

Immigration/Investment Brand Ranking
1. Canada
2. United Kingdom (tie)
2. United States (tie)
10. Japan
29. United Arab Emirates

-November 2008

This content was provided by GfK Custom Research North America. Visit their website at www.gfkamerica.com or read their blog.