How does the World see the UK? Cultural, well governed, friendly ... and predictable

Second Anholt Nation Brands Index puts global perceptions of 25 Nations to the test

London 1st August 2005 - Australia is the world’s favourite nation, according to the latest Anholt Nation Brands Index (NBI). The UK is placed fourth overall out of the 25 countries surveyed. This second global NBI survey polled 10,000 people worldwide about how they viewed a country’s culture, people, and appeal as a place to visit, invest in or migrate to.

The first report in May 2005 gave the UK a second placed ranking. Even though the survey has been expanded from its original 10 to 25 countries, the UK remains in the top five whilst the USA is no longer in the top ten. Russia and Turkey continue to be the bottom ranked nation brands. More information at www.nationbrandindex.com.

Despite a top five ranking for the UK, the global panellists used a single word to sum up the experience of visiting the UK: "predictable". By comparison, Australia is perceived as "exciting" and ranked number one as the place people most aspire to visit as tourists. The UK was placed 7th below the USA (6th), Switzerland (5th), New Zealand (4th), Canada (3rd) and Italy (2nd). South Korea was bottom.

The UK did beat the Australians in some areas though. The UK scored well in culture: 4th behind Italy (1st), France (2nd) and Egypt (3rd). When it came to the quality of its product brands, the UK was ranked 6th compared to Australia’s 13th ranking. Germany took the number one ranking for products, thanks to brands such as Daimler, Mercedes-Benz and Audi.

The UK scored well on governance and was 8th overall. Switzerland is perceived as the number one country for quality of government. Canada is ranked 2nd and Sweden 3rd. The USA continues to have a low ranking in this area. For example, when the panellists were asked how much they would trust a country’s government to make responsible decisions which uphold peace and security, the USA was ranked 19th and just above South Korea, China, and Russia.

As a nation brand, the UK’s greatest asset continues to be how its people are perceived positively. The UK came third for friendliness and hospitality and second for the nationality a panellist would most prefer to employ. Australia was ranked number one in both these categories.

Simon Anholt, co-founder of the Index and a world authority on nation branding explains: "To be a top nation brand it helps if you are a liberal, Western democracy with a tendency to neutrality. Australia replacing Sweden as the top brand could be down to Australia’s brand image being more Swedish than even Sweden itself.

Unlike the USA, which continues to see its brand reputation under pressure, the UK does buck this trend. It is the only mainstream nation – and nuclear power - in the top five Nation Brands and ahead of close rivals France and Germany. To have such a positive reputation, despite recent events, is quite an achievement for Brand Britain".

Dietmar Walter, managing director, Europe, GMI said: "We are delighted to be involved with the NBI. It is becoming one of the world’s biggest regular polls of truly global opinion and is testament to how technology can help organisations gauge consumer attitudes in incredible detail and quality".

The perception of other nations is not as positive as the UK. For example, France ranks at the lower end of the richer Western nations on just about every count apart from Culture (second overall after Italy). A particular concern for France is the low ranking for the perceived quality of its people – ninth overall and 19th in the ranking of how hospitable its people are.

Complete ranking of all 25 nation brands:

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 Australia Press Release
NBI Q2 Canadian Press Release
NBI Q2 French Press Release
NBI Q2 Germany 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