After being pushed off the number one position last year by Germany, the USA has this year taken back its position at the top of the Anholt-GfK Roper Nation Brands Index (NBI).
UK, in 3rd place, edges closer to the top and is followed by France. Further down the ranking, Ukraine and Russia achieve large reputation gains, while Greece stands alone in suffering a steep drop.
The study measures global perceptions of 50 developed and developing countries. It asks questions about 23 different national attributes, which are then combined into six overall dimensions on which the national image is based.
Anholt-GfK Roper Nation Brands Index
Overall Brand Ranking 2015 (Top 10 of 50 Nations)
|2015 rank||Country||2014 rank|
The 50 countries included in NBI 2015 are:
North America: The U.S., Canada, Puerto Rico
Western Europe: The UK, Germany, France, Italy, Spain, Ireland, Scotland, Sweden, Denmark, Holland, Switzerland, Finland, Austria, Greece, Flanders, Belgium
Central/Eastern Europe: Russia, Poland, Czech Republic, Hungary, Turkey, Ukraine
Asia-Pacific: Japan, South Korea, China, India, Thailand, Indonesia, Singapore, Taiwan, Australia, New Zealand
Latin America: Argentina, Brazil, Mexico, Chile, Peru, Colombia, Ecuador
Middle East/Africa: United Arab Emirates, Iran, Egypt, Saudi Arabia, South Africa, Kenya, Nigeria, Qatar.
Conducted annually, the Anholt-GfK Nation Brands Index measures the image of 50 countries, with respect to Exports, Governance, Culture, People, Tourism, Immigration, and Investment.
For the 2015 study, a total of 20,342 interviews were conducted in 20 major developed and developing countries.