Nation Brands Index 2009: Brand America On the Rise

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.

Brand America is now ranked #1 by global citizens, according to the 2009 Anholt-GfK Roper Nation Brands Index(NBI), which measures the global image of 50 countries, show the United States taking the top spot as the country with the best overall brand, up from seventh last year.

But what's behind this remarkable change for Brand America?

For answers, we turned to Simon Anholt, NBI founder and an independent advisor to over a dozen national governments around the world.

"What’s really remarkable is that in all my years studying national reputation, I have never seen any country experience such a dramatic change in its standing as we see for the United States in 2009,” explains Anholt. "Despite recent economic turmoil, the U.S. actually gained significant ground. The results suggest that the new U.S. administration has been well received abroad and the American electorate’s decision to vote in President Obama has given the United States the status of the world’s most admired country.”

Xiaoyan Zhao, Senior Vice President and director of the NBI study at GfK Roper Public Affairs & Media adds, "This improved perception of the U.S. is not only in the area of Governance, there are improved perceptions for People, Culture and even Tourism of the United States,” adds "While most nations’ reputation does not undergo major change from year to year, the U.S. has clearly bucked the trend. What’s key for the U.S. and other world’s leading nations is to strike while the iron is hot and develop focused policies and communication that draw businesses, financial investors and tourists -- in order to help lift their national economies and their global credibility.”

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

Turning to the rest of the NBI rankings, mostly the same countries are in the top ten as in 2008 – but also with some shifts in position. France again captured second place overall, while Germany and the United Kingdom fell to third and fourth, respectively. Japan (5th) and Italy (6th) did not shift rankings from 2008. However, Canada lost ground, slipping from fourth last year to seventh in 2009. Switzerland, Australia, Spain and Sweden round out the top 10.

Other major movers in the overall ranking include several developing countries – such as China, which climbed several spots from last year to 22nd in 2009.

This year’s NBI study also includes questions on the impact the global economic crisis is having on people’s opinions and perceptions towards the nations tracked. Top-line results from this area will be released late fall 2009.

-October 2009

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