America Remains the Most Admired Country Globally in the 2011 Anholt-GfK Roper Nation Brands Index(SM)
- Tumultuous political climate across Europe raises U.S. governance ranking
- Japan's residents pessimistic about the country's influence on global trade
NEW YORK, Oct. 12, 2011 /PRNewswire/ -- 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 leading policy advisor Simon Anholt. Results from the 2011 Anholt-GfK Roper Nation Brands Index(SM) (NBI), which measures the global image of 50 countries, shows the United States holding the top spot for the third year in a row as the nation with the best overall reputation.
Among the top 10 countries, the United Kingdom has overtaken France for third place and Australia has passed Switzerland to place eighth. The United States' score lead over second place Germany has widened compared to last year. "The strengths of America's international standing continue to be innovation, opportunities and vibrancy. While the country still does not make the top 10 list for the way it governs domestically and behaves globally, it has made significant improvements in the area of governance," said Simon Anholt, NBI founder and an independent advisor to over forty heads of state and heads of government around the world. "The tumultuous political and economic climate across Europe has actually benefited the U.S. in that respect, and raised the country's governance ranking over Spain, Italy and Ireland."
Anholt-GfK Roper Nation Brands Index(SM)
Overall Brand Ranking
(Top 10 of 50 Nations)
Source: 2011 and 2010 Anholt-GfK Roper Nation Brands Index(SM)
The 2011 NBI survey was conducted from July 6th to July 25th 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 ratings of 50 nations by 20,337 respondents on questions in six categories: Exports, Governance, Culture, People, Tourism and Immigration/Investment. The overall NBI ranking is based on the average of these six scores.
"The upper echelons of the NBI are still populated by Western market economies. Brazil – the highest ranked developing nation – is only ranked 20th among 50 nations. The reputation world order is shifting. Among other things, the digital generation is affecting the momentum and trends," said Xiaoyan Zhao, senior vice president and director of the NBI study at GfK. "We see that the 'reputation haves' of our study have considerably less strength in the eyes of the digital generation. The future belongs to those who deliver for and bond with the younger generation."
This year's NBI study has seen significant developments from many parts of the world. Egypt, undergoing economic and political stabilization, has dropped six positions to 33rd, making it one of the only two with a one-year dramatic change in position over the past four years. South Korea has been making steady gains, moving up to 27th this year from a rank of 30th in 2010 and 33rd in 2008. Cuba, while still ranking in the 40th, has recorded one of the two largest score gains this year, passing Saudi Arabia to hold 44th place.
The study also asked respondents if a country's influence on world trade and economics will grow stronger or weaker in the next 10 years. China, Japan, Germany, the United States and Canada are the top five growing influences. "There are remarkably different opinions across survey countries, however, about both the influence, as well as the positive impact of the influence, on one's own country," said Xiaoyan Zhao, "For example, Japanese respondents rank Japan last in terms of growing influence, in stark contrast to global citizens' ranking of 2nd for the home of Toyota, Sony and Nintendo, a gloomy national mood reflecting years of domestic economic malaise." Globally, Germany ranks first for positive influence on respondents' own country.
About The Anholt-GfK Roper Nation Brands Index(SM)
Conducted annually with GfK Roper beginning in spring 2008, the Anholt-GfK Roper Nation Brands Index(SM) 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 the 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 11,000 staff. In 2010, the GfK Group's sales amounted to EUR 1.29 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 40 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.
SOURCE GfK Custom Research North America