Anholt NBI Q4 Ranking Country Q4 United Kingdom 1 Switzerland 2 Canada 3 Italy 4 Sweden 5 Germany 6 Japan 7 France 8 Australia 9 United States 10 Spain 11 Holland 12 Norway 13 Denmark 14 New Zealand 15 Belgium 16 Ireland 17 Portugal 18 China 19 Russia 20 Hungary 21 Brazil 22 Singapore 23 Argentina 24 South Korea 25 India 26 Mexico 27 Egypt 28 Czech Republic 29 Poland 30 Malaysia 31 South Africa 32 Estonia 33 Indonesia 34 Turkey 35     Podcast Listen to expert Simon Anholt as he presents the findings from the latest Nation Brands Index. What The Media is Saying "If the British consultant Simon Anholt had his way, sitting at the cabinet table with the secretary of defense and the attorney general would be a secretary of branding. Indeed, he foresees a day when the most important part of foreign policy isn't defense or trade but image - and when countries would protect and promote their images through coordinated branding departments." - NY Times Click here to request full article

GDP: $12.37 trillion...
Labor Force: 149.3 million employed...
Nation Brand Value: Priceless.

For the first time, with the help of Brand Finance (www.brandfinance.com), we have added a new and very exciting dimension to the Anholt Nation Brands Index: a financial valuation of 32 of the brands in the list. It is now possible for us to put a dollar value on the reputations of the countries in the NBI, giving a sense of the real contribution of the brand to the nation's economy.

To perform the valuation of each country brand, Brand Finance used the 'royalty relief' approach. This approach assumes a country does not own its own brand and calculates how much it would need to pay to license it from a third party. The present value of that stream of (hypothetical) brand contribution payments represents the value of the brand.

To learn more about this methodology, please click here to
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Simon Anholt: Saving Brand Turkey

A nation's brand image is its most valuable asset. It is national identity made robust, tangible, communicable, and - at its best - made useful.

Turkey urgently needs to harness and take control of its own brand image, and put it to work in the highly competitive marketplace of today's globalized world. Looking at Turkey's scores in my survey makes one realize how serious a barrier to progress a poor image can be, obscuring and even obstructing the real progress being made in some areas. Turkey has a long way to go before it can really prosper in the global 'marketplace' for tourists, investors, consumers, talent and for the respect and attention of the world's media and other governments. Taking a brand-oriented perspective on the reforms and investments which are needed ensures that progress is efficient, focused, and strategically driven for quicker and longer lasting results.

The brand images of countries, whether good or bad, are seldom an entirely accurate reflection of the reality of the country. In the case of developing countries, the most common reason for this disconnect between image and reality is time. The country may change quite quickly, but its image lags behind by years or decades and sometimes even centuries. Turkey, along with many developing economies, suffers from an image which was forged during an earlier and very different political era, and which now constantly obstructs its political, economic, cultural and social aspirations. In many ways, Turkey's brand image today in the West is in the same shape as if Atatürk had never lived.

Turkey is the only EU accession state in the Anholt Nation Brands Index, and its weak international brand image is likely to play a more fundamental role in questions of international relations and regional integration than many people imagine. Turkey’s low brand score is depressingly consistent, averaging between 24th and 25th place in all of the regions where the NBI is run (although it must be stressed that until 2006, no predominantly Muslim countries were included in the panel). It is a concern that despite Turkey now having started EU accession talks, ordinary consumers in several of its future European partner states – Spain, France, Germany, Denmark and Italy – put it bottom overall, and no European panel scores it higher than 20 on any point of the hexagon. Generally Turkey’s best figures are for tourism (it even manages a 19th place in tourism from the Polish panel), but it's safe to say that Brand Turkey has virtually no equity.

Except, that is, in Japan, where it ranks surprisingly high overall, at 16th place, and South Korea, where the Turkish people are given an unusually high tenth place and the country an overall 17th. This, at least, points to an area of opportunity.

Nation branding is partly about understanding how the grain of public opinion lies, because working with the grain is so much easier and faster than working across or against it. So this data is surely an indication that commercial, cultural, social and political relations between Turkey and East Asia (although which East Asian countries, apart from Japan and South Korea, remains to be seen) might prove to be the path of least resistance towards building prosperity and an enhanced international reputation.

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The world's leading suppliers of survey sample, GMI (Global Market Insite, Inc.) offers clients a high-integrity, single-vendor solution for business and consumer panels in 200 countries. This panel powers the Anholt Nation Brands Index, Anholt City Brands Index and place branding projects for many national governments. More than five million highly profiled panelists now participate in our panels. Excellence at every point of interaction with respondents ensures that they are satisfied, engaged, and generating meaningful data.

To learn more about our panels, please click here.

Rakina Kaneva, Director of Data Processing Services

Rakina joined GMI in April 2001, bringing 7 years of marketing research experience to the company. Her background is broad-based in custom research techniques and market research consulting. She brings extensive knowledge and expertise to GMI in terms of research design, data processing, weighting, and quality management.

Rakina is responsible for overseeing all aspects of the development, design and deployment of the GMI Omnibus, Anholt Nation Brands Index, and Stewart-Allen BrandBarometer™, as well as providing technical direction to the new DP-related product development initiatives in North America, Europe and Asia-Pacific.

Rakina, on the Anholt Nation Brands Index: "I am always excited to see the latest results of the Anholt Nation Brands Index because worldly events are always reflected in the data."