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September 24th 2008 – New York GfK Roper Public Affairs & Media and Simon Anholt Release Global Reputation Study Ranking 50 Countries GfK Roper Public Affairs & Media, a division of GfK Custom Research North America, today announced results from the 2008 Anholt-GfK Roper Nation Brands IndexSM (NBI) report. Germany is viewed as the best overall "brand”, receiving the highest ranking of the 50 nations measured. The United States ranks seventh overall behind Germany, France, U.K., Canada, Japan and Italy, respectively. Familiarity-wise, the U.S. comes out on top: a majority, (91%) have at least some knowledge of the U.S. in general. 2008 Anholt-GfK Roper Nation Brands IndexSM Ranking
(Top 20 of 50 Nations) 1.Germany
2.France
3.United Kingdom
4.Canada
5.Japan
6.Italy
7.United States
8.Switzerland
9.Australia
10.Sweden 11. Spain
12. Netherlands
13. Norway (tie)
14. Austria (tie)
15. Denmark
16. Scotland
17. New Zealand
18. Finland
19. Ireland
20. Belgium
The index is based on a survey in which respondents from across 20 major developed and developing countries are asked to rate their agreement with statements about each nation. The statements cover six categories: Exports, Governance, Culture, People, Tourism and Immigration/Investment. The NBI ranking is based on the average of these six scores.
"The NBI is a report card for countries, measuring the world’s perception of each nation as if it were a public brand,” explains Simon Anholt, NBI founder. "Within the top 10 most positively perceived countries, the ranking reveals a strong correlation between a nation’s overall brand and its economic status.” Adds Xiaoyan Zhao, Senior Vice President and director of the NBI study at GfK Roper Public Affairs and Media, "Much as a commercial brand relies on a favorable public opinion to sell products, countries depend on their reputation and image to bring in tourists, business, investment and other facets important to a nation’s financial strength and its international standing.” Following are the top ranked countries in each category, as well as two additional countries with noteworthy positions on the list: Culture Brand Ranking
1. France
2. Italy
3. United Kingdom
18. Egypt
20. India People Brand Ranking
1. Canada
2. Australia
3. Italy
31. Russia
34. South Africa Exports Brand Ranking
1. Japan
2. United States
3. Germany
21. China
50. Nigeria
Tourism Brand Ranking
1. Italy
2. France
3. Spain
13. Brazil
31. Turkey
Governance Brand Ranking
1. Switzerland
2. Canada
3. Sweden
22. United States
50. Iran Immigration/Investment
Brand Ranking
1. Canada
2. United Kingdom (tie)
2. United States (tie)
10. Japan
29. United Arab
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