What is your country’s “Brand” worth – basically what does the world think of your country?

There are two rankings of countries by the world based on how that country is perceived by others.

1. The 2010 Country Brand Index- was developed by FutureBrand in partnership with BBC World News and appears to focus more on the country’s tourist brand
2. The 2010  Nation Brands Index  was developed by Anholt-GMI

The Rankings for 2010:

Country Brand
Nation Brands Index
01 Canada
1. United States
02 Australia
2. Germany
03 New Zealand
3. France
04 United States
4. United Kingdom
05 Switzerland
5. Japan
06 Japan
6. Canada
07 France
7. Italy
08 Finland
8. Switzerland
09 United Kingdom
9. Australia
10. Sweden
10. Sweden
11 Germany

12 Italy

13 Norway

14 Spain
14 China
15 Singapore

16 Maldives

17 Ireland

18 Bermuda

19 Denmark

20 Austria

21 Mauritius

22 Greece

23 India

24 Iceland

25 Netherlands

CountryBrand Index was developed by FutureBrand in partnership with BBC World News and measures:

  • AWARENESS: How top of mind is the country?
  • FAMILIARITY: How well do people know the countr
  • ASSOCIATIONS: What qualities come to mind including: tourism, heritage and culture, business environment,  quality of life, value system
  • PREFERENCE: How highly do audiences esteem the country?
  • CONSIDERATION: Are they thinking of visiting?
  • DECISION / VISITATION: To what extent do people indeed visit the country
  • ADVOCACY: Do visitors recommend the country to others?

Nations index considers factors such as:

  • PEOPLE: reputation for competence, education, openness
  • GOVERNANCE: opinion regarding national government competency
  • EXPORTS: image of products & the extent to which they are sought
  • TOURISM: level of interest in visiting
  • CULTURE & HERITAGE: Reveals global perceptions of each nation’s heritage and appreciation for its contemporary culture
  • INVESTMENT & IMMIGRATION: power to attract people to live, work or study includes culture, exports, people and governance, this would explain the differences in ranking.

Canada was ranked number one on the Country Brand Index for 2010 which may have a lot to do with the Winter Olympics coverage. This may make Canadians happier about the price tag! Nations Index has them a little lower at sixth place.

Australia number two in Country Brand and number nine for Nations Index. This would suggest that Australia is seen as a very attractive tourist destination but people are less certain of the country’s exports, government etc.”Australia was ranked best in the world for natural beauty and as a place to visit if money was no object.”  But “Australia is a country that is considered to be very decorative, but not very useful,” In other words, Australia is is viewed as the “dumb blonde” of the world, attractive but shallow and unintelligent.

New Zealand, number three on country brand, does not make it into the top ten on the other. It says a lot about the world’s perception of New Zealand beyond fjords, mountains and kayaking. I suspect the country is not disliked by the rest of the world, there is simply a lack of knowledge.

USA, number four on Country Brand and number one on Nations Index. So despite all the anti-American rhetoric, the USA is a well respected brand.

Sweden is a good solid brand sitting at tenth in both indexes.

Greece interestingly enough is at 22 in the Country Brand’s and we know they are not even in the top 50 for Nations Index undoubtedly due to the recent austerity measures in that country,  accompanied by violent Greek riots.

Iceland kept its reputation on Country brands but could not imagine it making the top 100 in Nations Index with concerns over its governance resulting from their spectacular economic collapse.

Iran and Pakistan were the worst ranked on both.

What do you think?
How do you rate a country? Which of those Nations would you like to visit? Buy something from?

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