The Anholt-GMI Nation Brands Index is the first analytical ranking of the world's nation brands. Each quarter, the Index, led by nation brands expert Simon Anholt, polls consumers from the GMI worldwide five million-strong market research panel on their perceptions of the cultural, political, commercial and human assets, investment potential and tourist appeal of several countries. This adds up to a clear measurement of national brand power, and a unique barometer of global opinion.
Key findings in the second quarterly Anholt-GMI Nation Brands Index:
* Australia – the panel’s overall first choice for quality of people, tourism and investment/immigration made this the number one brand. But, low rankings for products and culture are a concern. The latter finding is a surprise given the strength of Australia in popular culture for example, in music and movies.
* France – the first time in the NBI and the country ranks at the lower end of the richer Western nations on just about every count apart from culture, coming in second overall after Italy. A particular concern is the low ranking for how its people are perceived. Ninth overall and 19th on the index of perceived hospitality should be an issue for its tourism industry.
* United States – On investment and quality of products, the U.S. still scores high marks in global opinion (third and second respectively); however, the poll ranks German branded products above American ones – a surprise, considering American brands hugely outnumber German brands. When the international panel was asked how much they trust a country’s government to make responsible decisions on peace and security, the U.S. came 19th just above South Korea, China, and Russia, but below all other Western nations.
* China – on most rankings it is in the bottom third, except in cultural heritage, where it ranks number two after Egypt at number one. Despite its global manufacturing strength, Chinese-branded products come last, below those of India, Russia and Turkey.
* UK – its number four placing makes the UK the only nation in the top five of the NBI to be in the mainstream economically and politically, and the only nuclear power. The quality of its people (third overall) and culture (fourth overall) are key factors, but the UK scores well on products (sixth) and place to invest in (fifth), too.
Complete ranking of all 25 nation brands:
1. Australia
2. Canada
3. Switzerland
4. UK
5. Sweden
6. Italy
7. Germany
8. Netherlands
9. France
10. New Zealand
11. United States
12. Spain
13. Ireland
14. Japan
15. Brazil
16. Mexico
17. Egypt
18. India
19. Poland
20. South Korea
21. China
22. South Africa
23. Czech Republic
24. Russia
25. Turkey
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