In a nutshell, what is Anholt Nation Brands Index?
It's the first ever ranking and analysis of countries' brand values. All countries need to compete with each other in today's globalized world, and the brand values - or reputation - of a country has a dramatic impact on how successful that country is in attracting tourists, foreign investment, capital, talent, cultural relations, political allies and marketing its products and services abroad.
Who is Anholt Nation Brands Index intended for?
For governments, tourist boards, airlines, investment promotion agencies, trade promotion agencies and other ministries and agencies responsible for promoting their country; for NGOs and development agencies interested in the role of national image; for corporations whose products or services are strongly associated with their country of origin; for anyone interested in understanding more about how nations are perceived.
Why do I need quarterly Nation Brands Index data?
To track how the country's reputation responds to activities, promotions and events at home and around the world; to explore different facets of the nation brand.
How does this product compete with other nation brand value trackers?
There aren't any other nation brand value trackers.
How do new nation brands get on the quarterly study?
If a country isn't already among the 30 countries listed, it is necessary to purchase a minimum 2 year subscription to the NBI in order for it to be included in the list. The results for that country can either be added to the published NBI or restricted to the private quarterly reports.
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What's different about the survey design?
This is the first time that the image of countries has been measured and tracked in a way that is analogous to the way in which commercial brands are measured. An entirely new approach was developed for this purpose, based on Simon Anholt's Nation Brands HexagonC methodology.
What is the survey design?
Respondents are asked to score each of the countries on a range of subjects which fall under the general headings of culture, governance, investment and immigration, people, brands and tourism. Most of the questions are multiple-choice but some are open ended.
How were the brands chosen?
The countries listed are a mixture of around 15 of the strongest nation brands and an interesting mixture of other countries whose brands are particularly fast-growing, strongly negative, struggling or otherwise of interest.
Why did you not include all nation brands?
Because there are too many of them and the survey would be too big to publish. However the list will probably continue to grow over time.
Is Anholt Nation Brands Index available for other countries?
Not at the moment, however new countries are being added all the time.
How easily can I access the Nation Brands Index data?
Individuals and organizations that purchase the Nation Brands Index receive a GMI client portal. The GMI client portal is accessible wherever the internet is available. Just log in to review real-time results, view the raw data from a recent study, conduct your own statistical analysis, discuss the data with branding expert Simon Anholt on the Discussion Board, and review your latest customized cross tabs and written reports.
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What is the sample design?
The Anholt Nation Brands Index collects a 25,900 representative sample in 35 countries. Sample sizes range from 200-1000 respondents per country.
The Anholt Nation Brands Index is representative of a demographically balanced population of informed individuals that are profiled based on age, gender and where applicable, race, ethnicity, and geographical region. GMI considers these respondents "informed" because they have access to the internet and maintain email accounts. To the extent people with email accounts are different from people without email accounts, the samples are demographically representative, but includes a selection bias for on-line, or informed, individuals. This potential selection bias is mitigated by the high response rates to the Anholt Nation Brands Index, with participation percentages that are typically more than 30%.
Country-to-country international comparisons that are made using this data is valid because the same sampling methodology is used in all countries. Therefore, any selection bias that affects this data is similar across all countries.
What is the survey experience for the respondents?
The respondent is sent an email invitation to take the survey. The respondent then clicks on a secured, unique link to the survey and can take the survey from the comfort of home. Upon completion, the respondent receives MarketPoints that are redeemable for cash or gift certificates.
Do I get data for all of the nation brands or just my own?
With an annual or quarterly subscription, you receive all the data, not just your own.
How do I subscribe?
Please visit the Nation Brands Index subscriptions and fill out the form. A GMI place branding expert will contact you within 24 hours once the form is completed and submitted.
How much does it cost?
The Anholt Nation Brands Index offers a variety of subscriptions to meet your place branding needs. Please visit the Nation Brands Index products to see the variety of subscriptions.
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What other information can I overlay?
Existing GMI clients can overlay the Nation Brands Index results with their own research on the Net-MR platform to compare and analyze the different data sets.
Which demographic segments can I view separately?
View individuals by age, gender, geographical region (zip code), race, ethnicity, level of education, household/personal income, number of children, age/sex of children, business/holiday travel, employment status, and area of employment.
When does the data collection start?
The NBI research is conducted at the beginning of each quarter.
What exactly do I get for my subscription?
This depends on your level of subscription. For an annual subscription, you receive a GMI Client Portal, access to the raw data including demographical variables, and a tailored report by Simon Anholt.
Are there any extras?
Yes, you can add additional questions to the study to track your own research initiatives.
What kind of customer support can I expect?
We respond to all inquries within 24 hours. GMI is a global company with customer support 24 hours a day, 7 days per week.
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If you can't find your answer here, write to us at: GMI (Global Market Insite, Inc.).
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