Germany enjoys a very balanced image across all six NBISM indices, posting notable improvements on Culture (+1.07), Governance (+1.28), and People (+1.34). It is now among the top 5 nations for five of the six NBI metrics – and in Tourism, the lone exception, it is also gaining ground.
Germany’s overall score increases are boosted by significantly improved perceptions among Egyptians (+5.92), as well as among Russians (+2.26), Chinese (+2.17), and Italians (+2.06).
France, Japan leap up to Top 5
Both France and Japan benefitted greatly from their own score gains and the US decline. France, climbing to the #2 spot from #5 last year, improved its levels on all six metrics. It ranks in the top 5 nations for three of the six metrics, with a #1 ranking in Culture, #2 in Tourism, and #5 in Exports.
The two indices where France’s improvement is noticeably greater than the average are Governance (+2.69 for France, compared to an average +1.29 gain) and Immigration and Investment (+1.91 for France compared to +1.22 average).
This was also a banner year for Japan, which earns its highest NBI in nearly a decade; it is now tied with Canada for #4. Japan’s signature strength is its Exports, where it lands at #1. Though Japan’s score improvements on each index are superior to the average, it posted exceptional gains in Immigration and Investment (+2.56, versus an average of +1.22), Culture (+1.99 versus +0.89), and Governance (+2.37 versus +1.29).
About the country ranking study
GfK conducted 20,185 interviews online in 20-panel countries with adults aged 18 or over. Data are weighted to reflect key demographic characteristics including age, gender and education of the 2017 online population in that country. Additionally, race/ethnicity has been used for sample balancing in the USA, UK, South Africa, India, and Brazil. Fieldwork was conducted from 7-15 July 2017.
The 50 nations measured by the survey are as follows, listed by region:
- North America: Canada, the U.S.
- Western Europe: Austria, Belgium, Denmark, Finland, France, Germany, Greece, Holland, Ireland, Italy, Northern Ireland, Norway*, Scotland, Spain, Sweden, Switzerland, the UK
- Central/Eastern Europe: Czech Republic, Hungary, Poland, Russia, Turkey, Ukraine*
- Asia-Pacific: Australia, China, India, Indonesia, Japan, New Zealand, Singapore, South Korea, Taiwan, Thailand
- Latin America: Argentina, Brazil, Chile, Colombia, Ecuador, Mexico, Peru
- Middle East/Africa: Botswana*, Egypt, Kenya, Nigeria, Qatar, Saudi Arabia, South Africa, United Arab Emirates.
1) Chinese respondents are asked to rank all nations except their own
* This indicates nations newly added into the NBISM in 2017. Also, three nations (Cuba, Iran, and Kazakhstan) were measured in 2016 but not in 2017.
About Simon Anholt
Simon Anholt is recognized as the world’s leading authority on national image and identity. Professor Anholt was Vice-Chair of the UK Government’s Public Diplomacy Board, and works as an independent policy advisor to the Heads of State and Heads of Government of more than 50 other countries. Anholt developed the concept of the Nation Brands Index (SM) and the City Brands Index (SM) in 2005.