Article:
Nation Brands Index 2008: Germany on Top, U.S. Seventh
by GfK
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 IndexSM.
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.
Other content shared by GfK Custom Research North America
Successful CEM Requires True Customer-centricity... and Process Mapping can help you get there
by Steve Nelson, GfK
Customer Experience Management is truly customer-centric as it takes an outside-in approach, making the customer experience the center of focus rather than the company, product or service. GfK uses a tool called Process Mapping to align an organization around the customer experience and recommend internal changes. Read Article »
Global Environmental Concerns Growing
by Tim Kenyon, GfK Roper Consulting
GfK Roper Consulting announced highlights from its global and U.S. environmental studies ahead of the company’s 2008 Green Gauge report. The findings reveal that concerns over pollution and climate change are rising worldwide and people are looking first to their national governments to take the lead in eco-responsibility. Read Article »
Rewind, Pause, Forward: Lessons Learned From Previous Recessions
by Jennifer James, GfK Roper Consulting
The economic crisis has global impact, but has not been felt equally in all parts of the world. GfK Roper Consulting's Mood of the World 2009, reveals how shifts in consumer confidence and behaviors vary by market to support positioning, communications strategy and new product development in every region of the world. Read Article »
Green Gets Real: Current Economic Environment Subduing Green Enthusiasm But Driving Practical Action
by GfK
The GfK Roper Green Gauge study revealed that consumers are more aware of green issues and are also finding ways to save money while being green. This study identified six key segments based on consumer attitudes and behaviors. Read Article »
Nation Brands Index 2009: Brand America On the Rise
by GfK
The Nation Brands Index measures the global image of 50 countries. In 2009 America jumped up to number one - this article poses reasons as well as recommendations for the number one spot. Read Article »
The Evolution of Private Brands
by Ralph Blessing, EVP, GfK
Shopping studies demonstrate how private brands are gaining ground versus national brands. Consumers in recessionary times are more open to new brands and less attitudinally loyal. This paper shares 10 key considerations for retailers. Read Article »
US Leadership in the World at Risk: Security, Environment Biggest Challenges for US Reputation
by GfK
The US ranks low among nations in regard to international peace, protecting the environment, and fighting world poverty. Learn more about these findings from a recent Nation Brands Index survey. Read Article »
Is Major League Baseball Doing Enough To Ban Steroid Use?
by GfK
A poll conducted by GfK-AP found that most Americans want tougher regulation and consequences for steroid use. Check out the poll results in this article. Read Article »
Where Will You Spend Your Summer Vacation? An AP-GfK Poll
by GfK
The recession has changed Americans' travel plans. This article shows poll results from an AP-GfK survey about summer vacations. Read Article »
Cell Phone and Landline Research
by GfK
Including cell phone samples with RDD landline samples in telephone surveys present many issues that researchers must consider. AP-GfK pollsters employed a telephone methodology that addressed concerns about coverage and non-response error. Read Article »
Top Green Trends for 2010
by GfK
This article describes four main themes that green marketers should use as guiding principles during this period of economic recovery. Read Article »
India: Consumers' Changing Relationship with Cooking
by GfK
It seems that traditional gender roles around food are changing in the sub-continent. Read Article »
National Study Shows Reverse in Decade-Long Declines in Teen Abuse of Drugs and Alcohol
by GfK
Teenage use of drugs and alcohol has grown, marking a decade-long decline in substance abuse. This article shares insights on teenage trends and tips for talking to your teenager about drugs. Read Article »
And The Most Trusted News Source In America Is...
by GfK
The American people have named PBS the most trusted and unbiased institution among nationally known organizations, the most trusted source of news and public affairs among broadcast and cable sources, and the most educational media brand for children ages 2-8 according to new national polls. Read Article »
Empowering Your Inner First Responder
by GfK
As Americans seek self-reliance, more is also required of them. Studies show that Americans have a growing sense of it being necessary to pitch in to help one's self and one's fellow citizens. Read Article »
Japan’s latest green innovations are right on trend
by GfK
An Eco Products Fair held in Tokyo demonstrated the high environmental engagement of Japanese consumers. Studies also show that global climate change is a top concern among the Japanese. Read Article »
Creating Actionable Segmentation: How You Can Harness the Power for Your Organization
by Lisa Gudding, GfK
This 2009 case study of oil giant BP describes the design and implementation of a global segmentation project. Read Article »
Four Steps Up Profits Using Customer Equity
by Ken Powaga, GfK
These four basic steps provide a comprehensive approach to customer management that achieves the end goal of retaining and growing profitable customers. Read Article »
Are Torture and Sonia Sotomayor Shared American Values?
by GfK
A poll from AP-GfK found that Americans believe torture is sometimes justified. The report also shared findings on Supreme Court nominees and the general perception of the direction of the country. Read Article »
Women's Views on Economics & Globalization
by GfK
Surveys released in June 2008 provide a valuable look at the attitudes and habits of women throughout the world. Selections from the results are included here. Read Article »
GfK integrates Global Brand and Consumer Experience practice
by GfK Custom Research North America
Helen Zeitoun to lead integration of brand, communication, satisfaction and loyalty research. Read Article »
