North America
AMERICA REMAINS THE MOST ADMIRED COUNTRY GLOBALLY IN THE 2010 ANHOLT-GFK ROPER NATION BRANDS INDEX
· Uncertain Economic Climate Leads To Shift In Rankings for Southern European Nations
· Sizable Gains Seen Among Some BRIC Nations
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NEW YORK, October 12, 2010 -The United States continues to lead the world in global image, according to GfK Roper Public Affairs & Corporate Communications, a division of GfK Custom Research North America and Simon Anholt, the leading policy advisor. Results from the 2010 Anholt-GfK Roper Nation Brands IndexSM (NBI), which measures the global image of 50 countries, shows the United States holding the top spot for the second year in a row as the country with the best overall brand. Among the top 10 nations, Southern Europe has seen several changes, with Spain no longer part of the top 10, and Italy overtaken by Canada. France is now ranked lower than Germany.
"After last year, which saw the United States make such a significant leap in its standing to the top nation spurred by the election of President Obama, the reputation landscape of the countries comprising the top 20 have remained relatively stable,” said Simon Anholt, NBI founder and an independent advisor to over a dozen national governments around the world. "However, the uncertain global economic climate, combined with financial bailouts, natural disasters and civil unrests have created some interesting shifts, especially among southern European nations.”
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Anholt-GfK Roper Nation Brands IndexSM Overall Brand Ranking (Top 10 of 50 Nations) |
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2010 |
2009 |
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1 |
United States |
United States |
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2 |
Germany |
France |
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3 |
France |
Germany |
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4 |
United Kingdom |
United Kingdom |
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5 |
Japan |
Japan |
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6 |
Canada |
Italy |
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7 |
Italy |
Canada |
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8 |
Switzerland |
Switzerland |
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9 |
Australia |
Australia |
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10 |
Sweden |
Spain, Sweden (tie) |
Source: 2010 and 2009 Anholt-GfK Roper Nation Brands IndexSM
The 2010 NBISM survey was conducted from July 7, 2010 to August 4, 2010 in 20 major developed and developing countries that play important and diverse roles in international relations, trade, and the flow of business, cultural, and tourism activities. The survey results are based on respondents’ ratings of 50 nations on questions in six categories: Exports, Governance, Culture, People, Tourism and Immigration/Investment. The NBI ranking is based on the average of these six scores.
"While top ranked nations remain to be developed countries and the BRIC countries continue to rank in the 20s, Brazil and China, boasting both economic power and increasing geopolitical clout, are the two countries that have shown some of the greatest NBISM score gains between 2009 and 2010.,” adds Xiaoyan Zhao, senior vice president and director of the NBI study at GfK Roper Public Affairs & Corporate Communications. "The steady gains of developing economies suggest that the reputation gaps between the West and the East will continue to narrow. For example, although Japan still holds the top position on Nation Brands Exports dimension, China – the newly crowned second largest exporter in the world – has moved from 21st in 2008 to 14th in 2010 on this dimension.
Mr. Anholt points out the importance of understanding not only the overall reputation standing of nations, but also individual attributes: "While the United States ranks No. 1 on the overall NBI, it ranks much lower on a few individual questions such as "behaves responsibly in world peace and security” (21st) and "behaves responsibly in protecting the environment” (26th).
For more information on the Anholt-GfK Roper Nation Brands IndexSM (NBI) and Anholt-GfK Roper City Brands IndexSM (CBI), please visit www.gfkamerica.com and/or www.simonanholt.com.
About The Anholt-GfK Roper Nation Brands IndexSM
Conducted annually with GfK Roper beginning in spring 2008, the Anholt-GfK Roper Nation Brands IndexSM measures the image of 50 nations. Each year, approximately 20,000 adults ages 18 and up are interviewed online in 20 core panel countries, both developed and developing all across the globe.
About GfK Roper Public Affairs & Corporate Communications
GfK Roper Public Affairs & Corporate Communications is a division of GfK Custom Research North America. The group specializes in customized public affairs and public opinion polling, media and corporate communications research, and corporate reputation measurement in the U.S. and globally. In addition to delivering a broad range of customized research studies, GfK Roper Public Affairs & Corporate Communications draws from GfK’s syndicated consumer tracking services, GfK Roper Reports® US and GfK Roper Reports® Worldwide, which monitor consumer values, beliefs, attitudes and behaviors in
the U.S. and more than 25 other countries. The division also serves as the official polling partner of the Associated Press conducting the AP-GfK Poll (www.ap-gfkpoll.com).
About GfK Custom Research North America
Headquartered in New York, GfK Custom Research North America is part of the GfK Group. The GfK Group offers the fundamental knowledge that industry, retailers, services companies and the media need to make market decisions. It delivers a comprehensive range of information and consultancy services in three business sectors— Custom Research, Retail and Technology and Media. The no. 4 market research organization worldwide operates in more than 100 countries and employs over 10,000 staff. In 2009, the GfK Group’s sales amounted to EUR 1.16 billion. For more information visit www.gfkamerica.com. Follow us at www.gfkinsights4u.com or on Twitter @gfkamerica.
About Simon Anholt
Simon Anholt is recognized as the world’s leading authority on national image and identity. He is a member of the UK Government’s Public Diplomacy Board, and works as an independent advisor to more than 20 other national, regional and city governments on identity strategy and public diplomacy. Anholt developed the concept of the Nation Brands Index in 2005. He is founding editor of the quarterly journal, Place Branding and Public Diplomacy, and the author of Brand New Justice, Brand America and Competitive Identity - the New Brand Management for Nations, Cities and Regions. His latest book, Places, was published by Macmillan in 2010, together with a completely new edition of Brand America. Anholt was awarded the 2009 Nobels Colloquia Prize for Economics.
