Germany is Best Overall 'Nation Brand', Finds GfK

30 September 2008

NEW YORK: According to the Anholt-GfK Roper Nation Brands Index, Germany is seen as the best overall 'brand' among the fifty nations covered by the study. The USA ranks seventh, lagging Germany, France, UK, Canada, Japan and Italy.

In terms of familiarity, however, the US tops the poll, with the majority of respondents (91%) having at least some general knowledge of the nation.

The index invited respondents in fifty major countries to rate their agreement with statements made by Anholt-GfK about each nation. The rating cover six categories: Exports, Governance, Culture, People, Tourism and Immigration/Investment.

Germany is viewed as the best overall 'brand' with the highest ranking of the fifty nations measured. The United States ranks seventh overall behind Germany, France, UK, Canada, Japan and Italy, respectively.

Says Index founder Simon Anholt: "The NBI is a report card for countries, measuring the world's perception of each nation as if it were a public brand.

"Within the top ten most positively perceived countries, the ranking reveals a strong correlation between a nation's overall brand and its economic status.”

The Top Ten rankings are …

  1. Germany
  2. France
  3. United Kingdom
  4. Canada
  5. Japan
  6. Italy
  7. United States
  8. Switzerland
  9. Australia
  10. Sweden
To view other rankings for specific sectors (tourism, governance, exports, etc) click here.

Data sourced from multiple origins; additional content by WARC staff