Germany tops the Nation Brand ranking, US drops to sixth place

Published on : Friday, November 17, 2017

geerAccording to a new study of 50 countries, Germany has replaced the United States as the country with the best ‘brand image’. Germany grabbed the first position after second in 2016 while the U.S. dropped from top to sixth.


France, Britain, Canada and Japan took  the spots from two to five.



Gfk, a German- based market research firm and the British political consultant Simon Anholt surveyed the Nation Brand Index( NBI) and measured the public opinion around the world on ‘the power and quality of each country’s “brand image”’.



The NBI score was calculated on a research based on how well the people viewed a a country across six categories –people, governance, exports, tourism, investment and immigration and culture and heritage.



Germany the land of sausages, Angela Markel and ‘Made in Germany’ topped all five category, only in ‘tourism’ Germany ranked tenth.



The German Foreign Minister Sigmar Gabriel welcomed the results and mentioned that Germany’s image no longer banked only on the economic strength and now people thought that the country was capable of much in the world.


The ‘Trump effect’ was responsible for a considerable fall of the US in category ‘governance’ where it slipped from spot 19 to spot 23, the foreigners’ views of the US worsened considerably compared to 2016.



Anholt said that the loss of the U.S.’s image in the governance category was indicative of the Trump effect that President Trump’s policies triggered and his ‘America First’ message.


It was found that the Americans themselves nevertheless viewed their country more positively than in 2016.


France took up the three spots with better scores in ‘governance’ and ‘investment and immigration’ , after coming fifth in 2016.



Britain retained its position at spot 3 although there were fears after the country’s exit from the European Union  (EU) might have tarnished the country’s international image.

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