NATION BRAND RANKING (2017)

Source: Anholt-GfK Nations Brand Index

Categories:

1. Governance: Public opinion about national governments competency and fairness as well as its perceived commitment to global issues.
2. Exports: The public’s image of products and services for each country.
3. Tourism: The level of interest in visiting a country and the draw of natural and man-made tourist attractions.
4. Investment & Immigration: The power to attract people to live, work or study in each country and how people perceive a country’s quality of life and business environment.
5. Culture and Heritage: Global perception of each nation’s heritage and appreciation for its contemporary culture.
6. People: The population’s reputation for competence, openness and friendliness and other qualities such as tolerance.

Results

1. Germany
2. France
3. United Kingdom
4. Canada
5. Japan
6. USA
7. Italy
8. Switzerland
9. Australia
10. Sweden

Note:

1. Germany: Germany enjoys a very balanced image across all six categories of the index, with notable improvements in global perception of its Culture, Governance, and People. It ranks in the top five countries for all but one of the Index categories - that one being Tourism, where it is gaining ground, if not yet in the top five.     
2. France: France now stands in second place for the first time since the NBI began, up from fifth last year, with gains across all six categories. This is seen especially for Governance, where France's improved score stands at double the average amount, and Immigration-Investment. It ranks first of all countries for global perception of its Culture, second for Tourism, and fifth for Exports
3. United Kingdom: UK regains the ground lost in 2016. Global perception of the UK has recovered following the significant decline seen in 2016 immediately after the Brexit vote. Its overall Index score is back to very nearly its 2015 level, with improvement across all six categories. This puts it into the top five countries for Exports, Culture, Tourism and Immigration-Investment. The UK's largest gains are for Governance (nearly two points) and People, suggesting that most countries have come to terms with the UK's vote last year to leave the EU, and their perception has re-settled following that shock.