Germany has changed the United States because the nation with one of the best “brand image,” based on a brand new research of 50 international locations launched Thursday.

The Nation Brands Index (NBI) survey by German-based market badysis agency GfK and the British political marketing consultant Simon Anholt measured public opinion world wide on “the power and quality of each country’s ‘brand image.'”

Germany moved as much as first place after coming in second in 2016. The U.S. dropped from prime to sixth, with France, Britain, Canada and Japan taking spots two to 5.

Not only a fairly automotive

The research calculated the ultimate NBI rating by researching how nicely folks considered a rustic throughout six clbades: Its folks, governance, exports, tourism, funding and immigration and tradition and heritage.

The land of sausages, Angela Merkel and “Made in Germany” was within the prime 5 for all however one clbad. Only in “tourism” did Germany fall outdoors the highest 5, coming in tenth.

German Foreign Minister Sigmar Gabriel welcomed the outcomes, saying: “Germany’s image no longer rests on our economic strength. People think we’re capable of much in the world.”

‘The Trump impact’

Foreigners’ views of the US worsened significantly in comparison with 2016, significantly within the clbad “governance,” the place it slipped from spot 19 to identify 23.

The “Trump effect” explains the autumn, based on Anholt.


“The loss of the U.S.’s image in the governance category is indicative of the Trump effect, which was triggered by President Trump’s policies and his ‘America First’ message,” he mentioned.

Americans themselves however considered their nation extra positively than in 2016.

France again, Britain regular

France went up three spots after coming in fifth in 2016 thanks to higher scores in “governance” and “investment and immigration.”

The land of high quality wine, Balzac and Voltaire got here in primary for “culture.”

Britain stayed regular at spot three, regardless of fears the nation’s exit from the European Union (EU) would injury the nation’s worldwide picture.

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