The Anholt-GfK Roper Nation Brands Index

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.


Since 1996, when he coined the term 'nation branding' and gave birth to this important new field, Simon Anholt has been working with governments to help them plan the policies, strategies, investments and innovations which lead their country towards an improved profile and reputation. Anholt developed the Nation Brands IndexSM (NBI) in 2005 as a way to measure the image and reputation of the world's nations, and to track their profiles as they rise or fall.


Now, through a partnership with this renowned government advisor and author, GfK Roper Public Affairs & Media provides an expanded Nation Brands Index, the only analytical ranking of the world's nation brands.


This unique collaboration combines the heritage and authority of GfK Roper's three-quarters of a century of experience in public affairs research with the expertise of Simon Anholt to offer a unique barometer of global opinion. The Anholt-GfK Roper Nation Brands Index is a cost-effective and comprehensive system for measuring and managing national reputation around the world. This powerful tool will help you to understand, measure and, ultimately, build a strong national image and identity for the government, organizations, regions, and businesses you represent.

Growing from 35 to now 50 countries, The Anholt-GfK Roper Nation Brands Index measures the power and quality of each country's 'brand image' by combining the following six dimensions:

  • Exports – Determines the public's image of products and services from each country and the extent to which consumers proactively seek or avoid products from each country-of-origin.
  • Governance – Measures public opinion regarding the level of national government competency and fairness and describes individuals' beliefs about each country's government, as well as its perceived commitment to global issues such as democracy, justice, poverty and the environment.
  • Culture and Heritage – Reveals global perceptions of each nation's heritage and appreciation for its contemporary culture, including film, music, art, sport and literature.
  • People – Measures the population's reputation for competence, education, openness and friendliness and other qualities, as well as perceived levels of potential hostility and discrimination.
  • Tourism – Captures the level of interest in visiting a country and the draw of natural and man-made tourist attractions.
  • Investment and Immigration – Determines the power to attract people to live, work or study in each country and reveals how people perceive a country's economic and social situation.

Your Nation's Brand Scores At-A-Glance

Nbi Hexagon Click to view the Nation Brand Hexagon Each country's score across these six dimensions is succinctly captured in the Nation Brand Hexagon, a visual rendering of the total Index score.

This easy-to-understand tool provides a consistent framework for country-to-country comparisons against the key factors impacting a nation's reputation, so you can see just where your nation's brand ranks and why.

Together with the Index analysis, the Nation Brand Hexagon provides a thorough assessment of your country's standing, making it one of the most effective tools available for managing your country's reputation around the world.

Nbi Hexagon

Expanded Global Coverage

The NBI gauges the perceptions of citizens in developed and developing countries that play important and diverse roles in shaping global foreign policy as well as the flow of business, cultural, and tourism activities around the world.

Interviews are conducted among citizens of 20 countries around the world. In each survey country, about 1,000 online interviews are conducted with people age 18+. Each of the 50 nations is evaluated by up to 10,000 people in this global study.

Nations measured in each wave of the survey include:

  • North America: Canada, US
  • Western Europe: Austria, Belgium, Denmark, Finland, France, Germany, Iceland, Ireland, Italy, the Netherlands, Norway, Scotland, Spain, Sweden, Switzerland, UK
  • Central/Eastern Europe: Czech Republic, Estonia, Hungary, Lithuania, Poland, Romania, Russia, Turkey
  • Asia Pacific: Australia, China, India, Indonesia, Japan, Malaysia, New Zealand, Singapore, South Korea, Taiwan, Thailand
  • Latin America: Argentina, Brazil, Chile, Cuba, Ecuador, Mexico, Peru
  • Middle East/Africa: Egypt, Iran, Nigeria, Saudi Arabia, South Africa, United Arab Emirates

Up to six additional countries may be added to each wave of the survey fielded based on the specific requests and interests of NBI subscribers or as world events dictate.

To learn more about how the Anholt-GfK Roper Nation Brands IndexSM can help you better manage your country’s reputation,  contact us.


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The Anholt-GfK NBI Updates

Click here to receive periodic updates upon request, highlighting the most comprehensive insights and analyses from the world's premiere nation branding report card.