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Anholt-GfK Nation Brands Index

Contact us for more information on the full scope of the Anholt-GfK Nation Brands IndexSM report:

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:


50 measured nations in 2016

  • North America: Canada, Cuba, U.S.A.
  • Western Europe: Austria, Belgium, Denmark, Finland, France, Germany, Greece, Holland, Ireland, Italy, Northern Ireland, Scotland, Spain, Sweden, Switzerland, UK
  • Central/Eastern Europe: Czech Republic, Hungary, Kazakhstan, Poland, Russia, Turkey
  • Asia-Pacific: Australia, China, India, Indonesia, Japan, Singapore, South Korea, Taiwan, Thailand, New Zealand
  • Latin America: Argentina, Brazil, Chile, Colombia, Ecuador, Mexico, Peru
  • Middle East/Africa: Egypt, Iran, Kenya, Nigeria, Qatar, Saudi Arabia, South Africa, United Arab Emirates
Leading Countries

Top 10 Nations

Western market economies, along with Japan, dominate the top 10 countries of the Nation Brands IndexSM

The United States, Germany, and the United Kingdom maintain their first-, second-, and third-place rankings. Notably, NBISM 2016 saw shifts beyond the top-three nations, with Canada moving into the #4 spot as France declines to #5, and Italy swapping places with Japan for the #6 and #7 positions, respectively.

2016 rankCountry2015 rank
1United States1
3United Kingdom3

Anholt-GfK Nation Brands Index

Contact us for more information on the full scope of the Anholt-GfK Nation Brands IndexSM report:

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