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Published on : Friday, February 5, 2016
Brazil has widened its lead over Argentina in the annual Anholt-GfK Nation Brands IndexSM (NBISM). In 2014, Brazil led Argentina by just one place (standing 21st and 22nd respectively). In the latest survey, however, Brazil has rebounded, climbing
ahead of Greece to take the 20th position, while Argentina has been
overtaken by Russia, China and Singapore and now lies in 25th place.
Mexico, the third most highly rated Latin American country, suffered a drop
in ranking, slipping back to 31st place, with the Czech Republic and India,
which both made strong gains this year, jumping ahead. Peru has been
overtaken by Egypt, thus widening Chile’s lead over Peru.
Anholt-GfK NBISM overall ranking – Latin American countries
2015 rank 2014 rank 2013 rank
20 Brazil 21 20
25 Argentina 22 24
31 Mexico 29 30
35 Chile 35 38
37 Peru 36 37
43 Ecuador 43 43
44 Colombia 44 44
Brazil, Argentina and Mexico seen as strongest in their ‘Culture’; Chile
and Ecuador in their ‘Governance’
The NBISM study measures global perceptions of the national image of 50
countries worldwide. Respondents from around the globe are asked to
February 4, 2016 Vadim Volos Global Research and Consulting.
Brazil (20th in the overall ranking) is well-regarded by the global public for
its Culture, earning a top-10 finish in this area, and for its Tourism, where it
is rated 16th. The areas that hold Brazil back from doing even better are
global perceptions of its Governance and Exports (standing 26th and 25th
Argentina, which ranks 25th overall, is also ranked 25th for Governance,
putting it just ahead of Brazil in this area – but wins higher global credit for
its Culture and People – standing at 17th and 22nd respectively.
Mexico (31st overall) performs well for both its Culture and Tourism –
beating over half of the other nations to finish 22nd and 23rd, respectively,
for these areas.
For Chile and Ecuador, their overall nation brands are bolstered by the
global public’s regard for their Governance. Both nations win their highest
ranking for this area, standing at 29th and 36th, respectively.
Vadim Volos, GfK’s senior vice president of public affairs and consulting,
comments, “With the Olympics being held in Rio this year, this is an
excellent opportunity for LatAm nations to promote the strongest elements
of their international image to attract more global citizens to visit and do
business within the continent.”