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Anholt-GfK Nation Brands Index

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About NBI

Place Branding

GfK conducts the world‘s most comprehensive global nation branding survey together with Simon Anholt, an independent policy advisor.

The Anholt-GfK Nation Brands IndexSM (NBISM) helps governments, organizations and businesses understand, measure and ultimately build a strong national image and reputation. It measures the power and quality of each country‘s ‘brand image‘ by combining the following six dimensions:

NBI

50 nations measured in 2017

North America: Canada, the U.S.

Western Europe: Austria, Belgium, Denmark, Finland, France, Germany, Greece, Holland, Ireland, Italy, Northern Ireland, Norway*, Scotland, Spain, Sweden, Switzerland, UK

Central/Eastern Europe: Czech Republic, Hungary, Poland, Russia, Turkey, Ukraine*

Asia-Pacific: Australia, China, India, Indonesia, Japan, New Zealand, Singapore, South Korea, Taiwan, Thailand

Latin America: Argentina, Brazil, Chile, Colombia, Ecuador, Mexico, Peru

Middle East/Africa: Botswana*, Egypt, Kenya, Nigeria, Qatar, Saudi Arabia, South Africa, United Arab Emirates.

*indicates the three nations newly added into the NBI in 2017. Also, three nations (Cuba, Iran, and Kazakhstan) were measured in 2016 but not in 2017.

Leading Countries

Top 10 Nations

Western market economies, along with Japan, continue to dominate the top 10 countries as ranked in the Nation Brands IndexSM

2017 results: In the wake of a substantial drop in global perception of the USA, Germany retakes the top overall ranking, while France climbs to second place. The UK has regained the ground lost last year after the Brexit vote to hold onto third place, while Japan jumps into the top five for the first time since 2011, standing fourth-equal with Canada. 

Nation

2017 rank

2016 rank

Score change 2017 vs. 2016

Germany

1

2

+0.99

France

2

5

+1.56

United Kingdom

3

3

+1.27

Canada

4

4

+0.96

Japan

4

7

+2.12

United States

6

1

-0.63

Italy

7

6

+0.74

Switzerland

8

8

+1.34

Australia

9

9

+0.76

Sweden

10

10

+1.30

NBISM score changes: minor change: +/-0.26-0.50; medium: +/-0.51-1.00; large: > +/-1.00

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Anholt-GfK Nation Brands Index

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