Published on : Monday, November 20, 2017
The Nation Brands Index, conducted in association with independent policy advisor Simon Anholt, conducts what it says is the world’s most comprehensive global nation branding survey, combining six dimensions: governance, exports, people, culture & heritage, tourism, investment and immigration.
In the survey, the major factors that contributed to the deciding factors were how people perceive a country’s quality of life, business environment, tolerance and the public image of a country’s products and services.
So, basically, the survey tried to measure the power and country of each country’s brand image.
Having been second in 2016, Germany moved up to the top spot but the US dropped from the first to the sixth position. According to experts, this is more likely for the ‘Trump effect’ – owing to his policies and travel bans.
The United Kingdom remained at third in the Nation Brands Index, despite fears over its reputation following the Brexit referendum result, while Italy dropped from sixth to seventh and France rose from fifth to second. Canada, Switzerland, Australia and Sweden all remained in their 2016 places at fourth, eight, ninth and tenth respectively.