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Brand Canada voted the third most popular nation brand behind Brand Europe-- Positive Olympic 2010 test: Canadians make the world feel most welcome -- VANCOUVER, British Columbia – August 14, 2006 – Simon Anholt’s Q2 2006 Nation Brands Index powered by global market intelligence provider GMI (Global Market Insite, Inc.) reveals that the European Union (EU) as a collective brand has become the most significant super-region in the eyes of the global consumer, when compared with the United States (10th place) or China (20th place) which are typically featured as strong economic brands. Simon Anholt, government advisor, commented, “The brand perception of the EU is surprisingly high amongst the global panelists of our survey. Despite the perpetual economic strength of the USA and the current formidable growth of China’s economy, it’s fascinating to see how the mix of culture, government integrity, economic strength and geographic beauty positions Europe as the world’s favourite brand in this quarterly edition.” The UK follows the EU in second place whilst Canada comes third to claim the #1 non-EU country position. Canada proved to be the most popular non-EU brand, on average, across the six categories which define the Nation Brands Index, which is calculated from the responses of 25,903 online respondents across 35 countries. The findings relating to Brand Canada from the NBI Q2 2006 report include: 1. Canadians won the People Brand category when panelists were asked “I would like to have a person from this country as a close friend” and “If I visited this country, the people would make me feel very welcome”
2. Canada achieved second place, beating the United States, within the Investment Ranking category, when panelists were asked “This country is a good place to study for educational qualifications” and “Which country would you choose to live and work in for a substantial period?”
3. In the Governance category, Canada achieved third place when panelists around the world were asked "This country is competently, honestly and fairly governed" and “This country respects the human rights of its citizens and treats them with fairness”
4. Canadian respondents also thought Canada was best in four sub-categories, when asked to rank each of the 35 countries:
In the Exports category, Canada achieved 8 th position when it came to Canada’s contribution towards innovation and science whilst the Culture category sees the panel’s opinion at 14 th position. Simon Anholt concluded, “The results for Canada look extremely promising in the lead up to the 2010 Winter Olympics. Having said that, results indicate that Brand Canada needs to enhance its efforts to develop worldwide opinion on Culture and Innovation, and Science and Technology categories if it is to surpass the long standing brand equity that cities and nations typically gain upon hosting an Olympics event. ” The 35 countries polled for this study were: Argentina • Australia • Belgium • Brazil • Canada • China • Czech Republic • Denmark • Egypt • Estonia • France • Germany • Hungary • India • Indonesia • Ireland • Italy • Japan • Malaysia • Mexico • Netherlands • New Zealand • Norway • Poland • Portugal • Russia • Singapore • South Africa • South Korea • Spain • Sweden • Switzerland • Turkey • UK • U.S. About the Anholt Nation Brands Index The Q2 2006 Anholt Nation Brands Index was conducted between May 18th and June 4th, 2006 on the GMIPoll platform (www.gmipoll.com), which provides integrated solutions for global market intelligence. A 200-1,000 representative sample based on age, gender, and where applicable, geographical region, race and ethnicity, was collected in each of 35 countries. For further information about the Anholt Nation Brands Index methodology, please contact GMI (Global Market Insite, Inc.) at http://www.gmi-mr.com/contact/ or visit www.nationbrandindex.com. About Simon Anholt About GMI GMI (Global Market Insite, Inc.) is the only company that provides comprehensive integrated solutions for global market intelligence for both market research firms and corporate market research departments at Global 2000 companies. Solutions include Net-MR, a suite of software tools to manage and automate research throughout the project lifecycle, desktop analysis tools, 24/7 service bureau capabilities, and one of the world’s largest, highly profiled, double opt-in managed panels, spanning across 200 countries. In addition, GMI offers high-value, real-time enterprise feedback solutions for customer, partner and employee programs. Founded in 1999 with world headquartersin Seattle, Wash., GMI has operations on five continents. More information is available at www.gmi-mr.com or email us at http://www.gmi-mr.com/contact/. Media Contacts: Caroline Stokes |
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