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Its Official: Australians Are On Top Of The World
Latest Anholt Brands Index ranks Australia the number one nation and nationality
SYDNEY, 02 August, 2005 – Australia is officially named the world’s number one nation brand according to the Anholt Nation Brands Index (NBI). Australia has topped the charts in tourism, investment and immigration, as well as the most popular nationality.
The Anholt Nation Brands Index is the first survey to rank countries as nation brands. The NBI Index polls consumers across the globe about the cultural, political, commercial and human assets, investment potential and tourist appeal of several countries.
Australia ranks the number one brand in tourism, immigration, holiday destination and regional office location. Although Australians are the most popular employees, the stereotype still rings true; Australians are laid back, friendly and not the hardest working.
Among the key findings of the Anholt Nation Brands Index are:
- The other countries surveyed found Australians the friendliest, most honest and hospitable nationality
- Employers prefer to hire Australians
- Australia is the world’s most powerful tourism brand
- Australia is the world’s favourite place to invest and live
- Australia’s primary export is seen to be food
- John Howard’s government is seen as trustworthy
- Australia is culturally famous for its pop videos!
As Simon Anholt, the co-founder of the Index and a world authority on nation brands explains: "Nation Brand is an important concept in today’s competitive world. Globalisation has ensured that countries must compete with each other for the attention of all stakeholders, from tourists and consumers to the media. A powerful and positive nation brand has a direct impact on the country’s ability to sell products, holidays, influence governments and people."
"Australia is in the perfect position right now. This Brands Index shows us the world has an appetite for all things Australian. Anything that reflects, promotes and sustains those essential and admired Australian values will sell. This is Australia’s moment of opportunity, take advantage of this and many rewards will be reaped," added Anholt.
Complete ranking of all 25 nation brands:
1. Australia
2. Canada
3. Switzerland
4. UK
5. Sweden
6. Italy
7. Germany
8. Netherlands
9. France
10. New Zealand
11. United States
12. Spain
13. Ireland
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14. Japan
15. Brazil
16. Mexico
17. Egypt
18. India
19. Poland
20. South Korea
21. China
22. South Africa
23. Czech Republic
24. Russia
25. Turkey |
- ENDS -
Notes to Editors:
For more information, go to:
http://www.nationbrandindex.com/
http://www.gmi-mr.com/gmipoll
About the Anholt Nation Brands Index
Each quarter GMI polls 18,000 consumers from its worldwide five million-strong market research panel on their perceptions of the cultural, political, commercial and human assets, investment potential and tourist appeal of several countries. The gathered data is designed to get a clear measurement of national brand power and is a unique barometer of global opinion.
Consumers in the following countries were polled about their opinions: Australia, Brazil, Canada, China, Denmark, France, Germany, India, Italy, Japan, Korea (South), Mexico, Poland, Russia, Spain, The Netherlands, United Kingdom and United States. Representative samples of 1000 consumers (3% margin of error) were collected in each country for a total of 10,000 consumers surveyed. Consumers were not asked questions about their own country.
About GMI (Global Market Insite, Inc.)
GMI (Global Market Insite) is the only company that provides a full spectrum of integrated solutions for global market research, including Net-MR advanced software, managed global panels, and 24/7 service bureau capabilities. GMI’s double opt-in managed panels are the world’s largest, with more than 200 participating countries and five million respondents. Its customers include the world’s largest market research companies and Fortune 500 companies.
Founded in 1999, GMI has operations on five continents.
More information is available at www.gmi-mr.com.
About Simon Anholt
Anholt developed the concept of the Nation Brands Index in 2005 and the first Index was published in April 2005. He is recognised as one of the world’s leading authorities on the branding of countries, regions and cities.
Anholt advises a number of national governments and UN agencies on brand strategy, public diplomacy, cultural relations, investment and export promotion, tourism and economic development. He is the editor of the quarterly journal, Place Branding and Public Diplomacy, and the author of Brand New Justice, Brand America and several other books.
Download the Q2 NBI Report now.
NBI Q2 Canadian Press Release
NBI Q2 French Press Release
NBI Q2 Germany Press Release
NBI Q2 UK Press Release
NBI Q2 USA Press Release
Media Contacts:
UK/Europe:
Daniel Couzens/Helen Ablett/Sebastian Townsend
+44 208 322 1922
nationbrandsindex@gbc.co.uk
U.S.:
Kate Brooks/Ellisa Feinstein,
415-339-1600/415-921-2312
kateb@chocolatecom.com / ellisa@chocolatecom.com
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